Behind the scenes of the design of the RENUAR flagship branch: a special interview with designer Shmulik Bilgorai
Background on the interviewee and his team
Shmulik Bilgorai, of the design company “designThat”, a designer with 27 years of experience in retail design, leads an innovative approach that combines algorithmic design, parametric design and a design approach based on deep principles of structure, movement and aesthetic regularity. Over the years, he has developed working methods based on advanced design processes, using models that enable the creation of complex and precise architectural systems.
Over the past decade, he has studied programming and delved into computational concepts such as design optimization engines, influence points, aesthetic algorithms and physical algorithms, which has led him to develop unique working methods that are almost unparalleled in the local market. In the past, he even founded a startup in the field, which received funding from the Innovation Authority, and was ahead of the artificial intelligence revolution that is currently affecting the world of design.
Working alongside him on the project was designer Ina Zhdanovsky, who was a full partner in the entire process – from the concept development stage to execution. Ina combined design thinking with practicality, managed the process with suppliers and manufacturers, and ensured that every decision was made with an understanding of how it would affect the overall experience of the store. She took part in the key design decisions, while maintaining the precise line of the project and ensuring the accuracy of the execution on the ground.
An experience of power and innovation
Renoir’s new flagship store in the BIG Glilot complex is much more than a commercial space – it is an architectural statement, a spatial experience that corresponds with the brand and creates an uncompromising presence. The design is based on algorithmic thinking, using advanced parametric techniques that create a unique structure, spatial rhythm and a sense of movement within the space.
An extraordinary design vision
The store was born from an approach based on precision, order and dynamics. Every detail in the space, from the structure to the hanging elements, was built from a design language based on internal laws and not on traditional compositions.
According to the designer: “Designing a flagship store is not just creating a place where clothes are sold – it is creating an experience. I wanted to introduce a sense of order and movement, of something sharp and precise, but also natural – something larger than life.”
The ceiling: a central element that dictates the store experience
One of the most impressive and influential elements of the project is the suspended ceiling on the top floor, which is an architectural focal point that can be seen from the outside. The ceiling not only creates visual interest – it is an essential part of the visitor experience, and changes depending on the angle of view and the light.
“I don’t see a ceiling as a surface, but as a space. It doesn’t just enclose the store from above – it creates a system of movement and light, and is felt from every point, whether you are inside the store or outside it.”
Inspired by the movement of fabrics and water ripples
The design of the store draws inspiration from two central formal principles:
✔ The weaving of fabric threads – an idea that is translated into the central ceiling, which creates a grid that resembles a stretched textile unraveling in the air.
✔ Wave reverberation – another design element that appears on the ceiling below the escalator, inspired by the way water ripples spread with each movement.
These two elements share a similar parametric logic that creates a continuous visual dialogue between the parts of the store.
The Challenge: Turning an Algorithmic Vision into a Built Reality
Parametric design is one thing, but turning it into an actual structure is already a complex engineering task. Unlike regular ceilings, where the elements are repeated, here a completely unique system was created that required precise planning and smart engineering adjustments.
“I like to create designs that make you stop for a moment and feel like you are in the middle of an experience. But turning it into something that is truly feasible is an art in itself. We had a real challenge here: how to maintain the complexity of the structure and still make it something that can be assembled with maximum precision.”
Collaboration with Hecht Ephraim – combining groundbreaking design with precise execution
Another challenge in the project was the production of the ceiling, which was made by Hecht Ephraim. It is a complex suspended system, requiring the highest level of precision to preserve the original design.
“In projects like this, you need to work with suppliers who understand how to approach ideas that are not standard. Hecht Ephraim managed to take a complicated design and execute it with maximum precision.”
An experience of power and elegance
The result is a store that manages to be elegant yet bold, precise yet alive. The store creates a brand experience of the highest level, with a design that redefines the relationship between commercial space and artistic space.
“A strong brand doesn’t have to shout, it’s just there, clear and precise. This store conveys exactly this message – smart design, effortless, but sharp and present. Go take a walk around the mall, see the usual things, and then come back here to be part of something else. Something bigger, more intelligent, more cultural.”
In conclusion
Renuar’s flagship store in the BIG Glilot complex is much more than a retail space – it is an architectural experience that sets a new standard in the design of flagship stores in Israel. It creates a dialogue between advanced design, algorithmic aesthetics and groundbreaking spatial thinking. A combination of innovation, technology, and smart design based on internal legitimacy – this is not an ordinary store, it is a statement.
