Transforming space by Ashgan Salim

The Passage of Time: Ashgan Salim’s Rolex Flagship Store Design

Within the world of architecture, few projects encapsulate both innovation and storytelling as profoundly as Ashgan Salim’s Rolex flagship store. An undergraduate interior architecture and design student well into her second year, Salim has already made waves in her academic endeavors. Not only did she secure first place in her first year, but this ambitious student also gained recognition as a regional finalist in the 2025 Women In Property National Student Award. Let’s delve into the journey that led her to conceive this remarkable architectural marvel.

Embracing Time’s Continuum

Ashgan Salim’s design for a Rolex flagship store stands out for its eloquent narrative woven around the concepts of time and movement, core to the identity of the Rolex brand. Her vision revolves around a continuous ramp that epitomizes the endless flow of time—an innovation that astutely connects architectural space with the intrinsic nature of Rolex watches.

This architectural centerpiece—the ramp—serves more than an aesthetic purpose. It draws visitors into an immersive journey, a deliberate promenade through the brand’s illustrious history. Each section of the ramp is lined with Rolex watches displayed in meticulously crafted columns, each one a vignette that brings to life a defining era of Rolex’s evolution. From the origins of the oyster case to the advent of GMT-Master for globetrotters, Salim’s design subtly imbues the store with layers of historical and technical narratives.

Innovative Design Elements

Salim’s flagship is a lesson in modern spatial thinking and ergonomic design. The seamless integration of the ramp with the store’s layout exemplifies how space can be adapted to guide visitor experience. The materials chosen further enhance this experience; sleek, polished metal surfaces mirror the immaculate design of Rolex watches, creating a sense of luxurious continuity.

The architectural detailing is a testament to Salim’s meticulousness—lighting plays a crucial role, emulating the dance of sunlight on a watch face, illuminating both the pieces and their intricate histories. Furthermore, the color palette of soft golds and deep greens resonates with the brand’s luxurious lineage while hinting at the verdant exterior that Rolex is known to sculpt within its spaces.

Recognizing an Emerging Talent

Ashgan Salim’s ability to intertwine narrative with structure extends beyond the flagship project. Her work has not gone unnoticed, earning her esteemed accolades such as the regional finalist spot in the upcoming Women In Property National Student Award 2025. This recognition speaks volumes of her capability and potential impact on the industry. As a student who achieved the top position in her first year, her colleagues and mentors have great expectations for her future contributions.

Connecting with the Designer

For those interested in exploring or discussing Salim’s insightful approach to architecture and design, there are several ways to connect. Ashgan actively shares her journey and unique perspectives on her social platforms. You can connect with her on LinkedIn here and follow her creative process unfold on Instagram via her handle ashgans_designs.

A Glimpse into the Future

As Ashgan Salim continues her journey through academia and into the professional world, her Rolex flagship store design stands as a pinnacle of what is possible when storytelling meets architecture. Her project not only pays homage to the intricacies of the Rolex brand but demonstrates the potent narrative power inherent in thoughtful design. For enthusiasts and professionals alike, Salim’s work serves as an inspiration and a benchmark for impactful architectural practice.

In conclusion, Ashgan Salim is a burgeoning talent whose innovative thinking promises to make significant contributions to the architectural field. Her Rolex flagship store concept is not only a testament to her skill and creativity but also a profound manifesto that encourages us to re-imagine storytelling through the built environment. As we watch her career unfold, one thing is certain: the world of architecture will greatly benefit from her vision.