US17 is a personal streetwear brand created by Chinese basketball superstar Yi Jianlian in 2014 with his shoe size. US17 takes “PROVE YOURSELF” as the core idea of the brand, and aims to convey the spirit of the constant efforts in different fields to constantly prove themselves. The color of its door design is mainly black and white, with minimalist lines to create a sense of criss-cross, which is simple but not monotonous. The in-store design uses more rigorous horizontal and vertical lines so that it will not appear cluttered, adding a modern rationalistic color to the space based on the sense of the future. There is not much decoration in the store, the center highlights the brand name US17 and slogan, emphasizing the simplicity and restraint. The design of the roof basketball court in the store runs through the entire display area, and cooperates with the brand to convey the concept of the local street culture spirit.
The brand name and slogan in the store are backed by a full glass wall combined with mirrors and light boxes, which fully demonstrates the popular concept of being trendy and cool, simple and unconventional. The electroplated bricks on the mercury side also highlight the brand’s strong sense of streetwear. The ceiling lights in the shape of the court give people a sense of time and space dislocation. The basketball court above the head leads people to enter its design scene instantly, highlighting the store’s purpose of promoting the basketball spirit. The thick and solid concrete floor is full of industrial style, which makes the space more structural. The iron and metal elements have a tough shape and spliced structure, showing a clear sense of order. The wooden display stand neutralizes the cold feeling of industrial design, and fills the overall design with temperature and layering, showing its original intention and brand identity.
The design aims to create an immersive shopping experience for customers. The overall interior finishing of this store is dominated by white and gray, making the product the center of vision. There is not much decoration in the store, which makes the brand name and brand declaration more prominent, and makes the brand impress customers. Intentional blankness in the space of the store gives customers more freedom to imagine. The clothing display area and the sneaker display area are well divided. Customers can purchase goods in different areas according to their own needs, so that they can get psychological satisfaction and pleasure. The wall of the clothing display uses cement paint to emphasize the displayed clothing to avoid distracting customers. Most of the displays are set up as mobile devices, which can be moved according to different product styles and sales subjects. Customers explore a higher level of spiritual needs in the experience process, and clothing display racks also give feedback on appropriate customer behavior. A large amount of space is left in the middle of the store to create a feeling for customers to walk through the center of the “stage”.
The design is based on the concept of environmental protection. Using materials and equipment with little pollution, paying attention to the consumption of energy and resources in use, and reducing the environmental burden. Using recyclable resources and preferentially choosing environmentally friendly building materials to ensure that the design materials can meet the functions and requirements of the main body of the building. Choosing decoration materials that are harmless to the human body and the environment. Natural ventilation improves indoor air quality and comfort level without energy consumption and pollution. Incorporating natural elements into the interior, adding natural elements to the design to make the interior full of vitality and relax the mind and body of customers to provide them with a high-quality shopping environment.