Góis Time & Secrets
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Góis Time & Secrets: the geometry of jewels

Photography by © Renato Ferreira

For a set of three stores in shopping centres and one store in the historic downtown area of Coimbra, a concept was developed that reflects the Góis Time & Secrets brand and addresses not only common functional programs but also specific contexts.

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For this purpose, two geometric languages were created to differentiate the jewellery exhibition area from the watch area:

  • one more abstract, with the creation of a showcase that transitions into the interior of the store through multifaceted planes, evoking the natural state of a gemstone to be cut;
  • another more organic, with the introduction of curved elements that extend to the upper part of the store.


The service counter is “placed” on the floor, showcasing distinct geometry, and reinforcing the characteristic of clean lines across all the brand stores. For the commercial space located in the historical centre of Coimbra, with classified archaeological findings in the lower floor, specific solutions were developed to allow visitors to this commercial unit to admire a portion of this archaeological heritage, such as the medieval wall of Coimbra. Part of this wall can be viewed through a glass window with specific lighting, while the rest of the wall has been protected.


In this lower floor, the brand dedicated the space exclusively to Portuguese filigree pieces, and as a result, the chromatic language and materials used follow a more organic and sensory approach, aligning with the  historical significance of the archaeological findings and the tradition of
ancient Portuguese goldsmithing.