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Presentedby experiential design The new experiential retail space for Presentedby’s flagship Dubai store combines the best of technology, shoe fashion and urban culture. Responses by Carmelo Zappulla, owner, External Reference and chief creative officer, Presentedby, and Aleix Fernandez, cofounder/director, Onionlab Background: Located in the Level Shoes store in the Dubai Mall, the purpose was to create the flagship Presentedby store in the United Arab Emirates. We wanted to create the first fully 3-D printed store in the Middle East, an immersive experiential retail space that is bold...

Built within the world’s largest luxury sneaker store, Presentedby is an experiential space for consignment footwear and streetwear designed by External Reference.

Pining for a Way to Save the Planet? Try a 3D Printed Christmas Tree That Soaks Up CO2 Pining for a Way to Save the Planet? Try a 3D Printed Christmas Tree That Soaks Up CO2 BARCELONA, Spain — Spanish architects have created a stylish 3D-printed Christmas tree that can absorb carbon dioxide. The high-tech tree was invented by External Reference, an architecture studio based in Barcelona. The faux fir tree can neutralize carbon dioxide, nitrogen, oxygen and other gases. The tree was made with a 3D printer using a chemical product containing minerals that are 100% natural and capable of absor...

Telling the story of a brand is one of the big challenges of interior design, especially when it comes to conveying the brand’s identity. Carmelo Zappulla from External Reference and Chu Uroz together created an arresting example of this in Bangkok: the 24Kilates The Clockwork. Blog 24Kilates The Clockwork, iconic interior design in Bangkok Other photos... Thong Lor is in the northern Watthana district, in Bangkok and some travel and lifestyle experts have dubbed it the “hippest district” in all of Asia. That’s a pretty big claim, but Thong Lor has indeed been successful at attra...