Originally established in Antwerp, the diamond capital of the world, Lovemark Diamond is now an international fine jewellery brand with over 30 years of experience designing exclusive, everyday jewels. For the launch of their first-ever pop-up store in Hong Kong, Lovemark sought to create a space inspired by the discovery of the earth’s most precious elements. 

House of Forme worked with the client on their interior design, visual merchandising, brand environments and Construction of for their pop-up store at the premier shopping mall Harbour City in Kowloon, Hong Kong. 

See their website: lovemarkdiamond.com

All diamonds are honed under incredible pressure and heat from deep in the earth, brought to the surface by volcanic magma. With an artistry rooted in millions of years of natural phenomena, Lovemark celebrates the brilliance of the stone’s purest form, believing in the importance of telling the story behind every diamond. House of Forme drew upon this concept, taking inspiration from the reflections of cave pools, lava stones, and the curvatures of diamond mines for the pop-up’s interior design.

From Lovemark’s own inspirations of glittering reflections of light upon water, House of Forme similarly designed a tribute to the diamond’s natural forms. Influenced by the dappled light reflected in natural pools, the strategic placement of liquid mirrors and glass created the gentle effect of water rising and falling along the walls. Paired with the shop’s mirrored interiors, the brand signage mimicked the liquid finish of its surroundings, maximising light from the back of the shop, and further highlighting the soft luminosity of the textured mirrors to create an atmosphere of radiance. 

The visual display for Lovemark’s diamonds was created with the curved contours of a diamond mine in mind, a detail applied to all the shop’s surfaces. Building upon the elegant simplicity of natural forms, each cabinet was crafted with only natural materials, and framed by a lavish flora display. A bridal section was created with a half secluded area enclosed with textured taupe curtains, both to create a sense of privacy for young couples, and to disguise the shop safe. From heart-shaped prongs to twist bands, the diamonds were arranged against natural timber, accentuating Lovemark’s timeless designs and intricate details against the darkly textured plaster backdrop. 

2021

Luxury, Retail, Jewellery

Interior Design, Visual Merchandising

Product Photography- Lovemark Diamonds
Interior Photography- Alex Tam Studio