GAMMA MKE
Visual simplicity supports internal complexity.
When two piercing artists returned to their hometown of Milwaukee, Wisconsin, they didn’t like the idea of leaving behind the experience of their previous studio. The couple and owner, Jef Saunders, contacted Synecdoche to design the space following a successful first location in Ann Arbor, Michigan.
The architecture continues evolving from the aspiration to connect the piercing experience with personal ritual within the 1,000-square-foot retail space. Each piercing signifies a moment of transformation as part of a personal story of self-care and expression.
The space supports the experience through defining points within this ritual journey and ways of documenting moments of the story.
The design emphasizes function and intuitive use by stripping away unnecessary stimulation with a natural tonal base palette. Color accents bring attention to interaction points along the journey, intentionally removing ambiguity to reduce anxiety and enjoy the process.
INTENT
The retail area encourages clients to browse and select jewelry at their own pace, devoid of the pressure and direct facilitation often associated with traditional jewelry counters. Plants and a water feature add a layer of tranquility and soothing ambient noise to foster a calming atmosphere.
PRESENt
Piercing rooms are located towards the back of the space, providing both visual and acoustic privacy. Clients are encouraged to engage with staff, allowing for discussions about their needs and concerns. Clients feel reassured that they will be taken care of, so they can enjoy the process.
REFLECT
Mirrors positioned outside of piercing rooms allow clients to view their transformation and appreciate their new look in a setting that feels both private and reflective. Polaroid cameras let clients document the end of their journey with a selfie that is then placed in the retail area.
Traditional construction methods are eschewed in favor of prefabricated wall modulus, which not only supports the functional needs of the space but also balancing sustainability.
They can be disassembled and recycled at the end of the project’s lifecycle. Less material is used to create them, limiting traditional construction waste. This approach minimizes the impact on existing mechanical systems, fire suppression, and lighting, ensuring that the design maximizes its effect within the client's budget.
