Explore Sigma’s Minimalist Showroom in Shanghai

Onoaa Studio conceptualized Sigma’s Shanghai showroom with a simple style embodying the principle of “pure as water.”

Jonathan Leijonhufvud

Sigma's Shanghai showroom, conceived by Onoaa Studio, is a cutting-edge 500-square-meter facility that encapsulates the Japanese photographic manufacturer's ethos: "Beyond the technology, is Art." The showroom, situated in the Shang Sheng Xin Suo community, comprises three interconnected functional zones that embody the brand’s fundamental principles: “The Ways of Being” (reception), “The Ways of Crafting” (display), and “The Ways of Seeing” (gallery). The design aspires to achieve a "purity akin to water," harmoniously integrating a minimalist style with the building's natural environment, linking the inside serenity with the neighboring fern garden.

Jonathan Leijonhufvud

The reception room establishes an atmosphere of intimacy and constraint. Ceiling heights were reduced to establish a foyer-like ambiance, enhanced by neutral materials including pristine white concrete walls, gray-beige artisanal brick flooring, and deep blue stained wool upholstery on the reception desk. A notable feature of this area is the transparent product repair room, characterized by lighting ceilings and drawer-adorned walls that convey a laboratory-like tranquility. This transparency demonstrates SIGMA’s dedication to craftsmanship and client interaction, enabling visitors to observe the detailed procedures involved in lens and camera maintenance.

The exhibition and gallery spaces further underscore Sigma's commitment to creativity and innovation. A three-meter-tall, ten-meter-long lens wall features more than 100 bespoke mounts for the brand’s Contemporary, Art, Sports, and Cine lenses, while a circular limestone display table reflects the shape of a camera lens and represents photography’s capacity to encapsulate time. The gallery, elevated to evoke a feeling of ritual, is intended for exhibitions and gatherings, including minimum alterations that prioritize the artwork.