From the architectural dimension, the store is designed to be a medium where customers can explore the relation between body and space. The layout is pure and simple, with a symbolic “milestone” placed at the center right on the central-axis. The “milestone” holds an obvious implication – a new starting point for SND to move towards an internationally representative buyer’s shop. In addition, the church-like architectural form serve as an embodiment of SND’s brand belief, which is to strike a balance between keeping the brand personality and catching on the fashion trends. The open display area on both sides resembles a square. Through its unique layout, customers can know clearly the routes and can view every product in display while walking, offering them a chance to select and compare goods easily. The design team had not only take into consideration the site’s own narrow and linear characteristics, but also the brand’s functional requirements for art, behavior, and display. Seen from any angle outside the shop, its hierarchical layout and the texture of materials have enabled the shop to be a memorable landscape for any passers-by.
▲空间概览 Interior overview
The completely symmetrical structure gives the space a sense of sacredness, showing the admiration of fine clothing.
The scene on the mirror surface of the “Mirror Room” at the center of the space enables people to experience a combination of psychedelic and futuristic sense.
The gentle silky tactile soften the rich rationality of the light gray space, while highlighting the brand’s unique personality at the same time.
A hidden world can be seen through the opening on the slope when one passes by the corridor.
Embrace purity and elegance in the fitting room.
The façade in beige are pure and comfortable, while the openings that reflect the interior space of the “milestone” lead customers to enter an independent mysterious world.
▲展示区域概览 Display area overview
The clothes swing naturally on the clothes rails, forming dangling shadows under the illuminating lamp belt.
Within the cube, Various Associates continues the idea of symmetric design, offering the interior space a scared and ceremonial sense. Jewelry is displayed in the long straight showcase right in the middle, which is easy for customers to choose carefully. Luxury brands of haute couture are displayed in both sides, and are illuminated with professional soft lightening so as to show the texture of the clothes. The reception desk is curved and stands at the heart of the space, dividing the display area and the rest area in the cube while offering timely services to customers in need.
▲设计细节 Design detail
The vesicular texture of the volcanic stone echoes with the smooth brilliance of the terrazzo.
The channel on both sides of the cube reflects the walking style of customers, capturing the moments as fascinating image sequences.
The geometrical beauty that lies within space, people, booths and materials can be preserved everywhere.
Complimented with beige and light-grey, the curved black reception of the interior high-end display area offers people a sense of holiness and tranquility.
“Fluffy” reveals its own taste and personality in the space.
In this project, Various Associates have overcome the conventional thinking mode of traditional brand stores. Not only the products have been fully displayed, the brand personality of SND was also highlighted in its own unique design language. The size of window display area has been maximized to the largest extent, while at the same time, the flexibility and diversity of product display were retained, which offered more possibilities for brand activities and presentations follow up. This innovative design by Various Associates marks the achievement of quality and visual performance, and realized the association of brand space with urban life.
The unique visual outlook encourages people to stop and enjoy
The ceremonial sense, futuristic and intriguing characteristic makes this project one of a kind.
设计公司：Various Associates 万社设计咨询（深圳）有限公司
Project name: SND
Design firm: Various Associates
Main designer: Dongzi Yang
Project leader: Qianyi Lin
Designer team: Dongzi Yang, Jingjing Tang
Project location: Shin Kong Place, Chongqing, China
Completion time: 2019.03
Area: 288 sqm
Professional lighting supplier: Viabizzuno
Photographs: Shao Feng