Organic materials, bright colours and bold lighting design let this quirky clothing brand’s attitude to find its perfect pitch, without pretension.
AIM has brought its simplicity, honesty and fun into retail, with a commission to revitalize the store concept for avant-garde clothing brand ZUCZUG/. ZUCZUG/ believes in being natural without pretension, and wanted its confidence and personality to be clearly felt in the store environment and display furniture.
Ours goal was to achieve something both organic and beautiful through the simplest and barest materials.
This meant lightening the canvas and letting the color of the clothes stand out.
We chose to do this with a backdrop of white tile – an unusual choice for retail but one that is both humble and elegant, mischievous and joyful – and let the attitude come through in the bright colors of ZUCZUG/’s clothing. Wood becomes a natural accent.
The display furniture takes a similar approach. Slim, low-key and beauty in simplicity.
The new concept has been rolled out in Beijing first, at ZUCZUG/’s Sanlitun store, then stores at Shanghai DaYueCheng, IFC and Jiu Guang Department Store followed.
There revitalization did not stop just at the retail level, it applied to the very core of the Brand – its headquarters.
The different floors are under development with similar fun and organic elements.
Focusing on energy is evident throughout its staff café, library, work stations and training rooms. Façade renovation ideas are up for discussion with the ZUCZUG/ team. So we will have to keep you posted on that one!
Design Scope: interior and furniture design
Design team: Wendy Saunders, Vincent de Graaf, Ivan Yu, Byungmin Jeon, Lily Zhu, Arpad Bercek, Rachel Wang, Zhaolei
Photography: Dirk Weiblen; Nathaniel McMahon