Located in the historic heart of Shanghai, the first store of this playful fashion brand, is slightly set back from the street. Inspired by its small scale surroundings we wanted to work with a more abstract idea of what a new home could be like.
The store settles into its new neighborhood with a sequence of rooms, carefully positioned in accordance to the original structure. The spatial experience of the rooms and corridors lead to an intimate introduction of the brand. The connection between each room frames different areas and scenes that guide you through the space intentionally.
The furniture hints on the duality of being there for display or to be displayed. The process of fashion and the making-of, was the main inspiration for the furniture pieces, a selection of raw untouched fabrics molded in natural resin, set in aluminum frames. Creating a vibrant energy between what we experience as a soft or hard surface. This sustainable approach of using left over fabric, surprises us with the accidental beauty of tactility and patterns. Rescaled and playfully positioned on horizontal and vertical surfaces, the furniture reminds us of objects in our daily life but adds a subtle surprising dimension to the store, revealing the core of the brand. The neutral and abstract feel of the spaces creates a perfect backdrop for future collections and lets the colors and textures of the garments do the talking.
