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LOCATION ▸ SHANGHAI

CLIENT ▸ SHUSHU/TONG

YEAR ▸ 2022

STATUS ▸ COMPLETED

PROGRAMME ▸ CLOTHING STORE

COLLABORATORS ▸ -

PHOTOGRAPHER ▸ ZHUDI@SHADOOPLAY

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PROJECT SYNOPSIS ▾

THIS PROJECT IS THE FIRST PHYSICAL RETAIL STORE FOR CHINESE INDEPENDENT BRAND SHUSHU/TONG, LOCATED IN THE FASHION LANDMARK OF SHANGHAI, JC PLAZA.

WE CONTINUE TO EXPLORE TWO STRATEGIES THAT WE HAVE APPLIED IN OUR PREVIOUS RETAIL PROJECTS: INNOVATIVE DESIGN THAT FITS THE BRAND, AND “NON-COMMERCIAL” IN A COMMERCIAL CONTEXT. TRADITIONAL RETAIL SPACES FOCUS ON SELLING, BUT NOW THAT PRODUCTS ARE READILY AVAILABLE ONLINE, RETAIL STORES MUST ADDRESS THE FACT THAT WE HAVE NO SHORTAGE OF ANYTHING. NO MATTER HOW MANY PEOPLE CAN LIVE IN SEPARATE SPACES, EVENTUALLY WE ALL LOOK FORWARD TO REUNITING. PHYSICAL SPACE PROMOTES AN EMOTIONAL CONNECTION BETWEEN THE CUSTOMER AND THE BRAND, INVITING PEOPLE TO COME AS GUESTS. IN RESPONSE TO THE IRREGULAR SHAPE OF THE SITE, WE WANT TO EXPLORE THE POTENTIAL FOR A MORE INTIMATE SPACE: MORE LIKE A LIVING ROOM THAN A DEPARTMENT STORE....

THE SPACE IS DIVIDED INTO THREE INTERLOCKING CIRCLES, BRINGING SPATIAL CARE FOR THE DELICATE CLOTHING. INSTEAD OF THE EXPECTED WINDOW DISPLAYS AND THE TRADITIONAL STORE’S TRANSPARENT GLASS WINDOWS TO SEE THROUGH, THE PRIVATE ENTRANCE IS A GESTURE OF ANTICIPATION OF ENTERING THE MAIN SPACE OF THE STORE, WHICH RAISES THE CUSTOMER’S EXPECTATIONS. ENTERING THE SPACE CREATES A FEELING OF ARRIVING AT A DESTINATION, FILLED WITH AN EMOTIONAL ATMOSPHERE THAT EXPRESSES THE BRAND’S ROMANTIC IDENTITY.

ON ONE SIDE OF THE STORE IS A FRENCH WINDOW FACING AN ESCALATOR. AS PEOPLE PASS BY THEY SEE A LINE OF MANNEQUINS STANDING IN THE GAP BETWEEN THE TWO INTERSECTING CIRCLES, AND THAT’S WHEN THEY REALIZE IT’S A STORE. THE SPACE IS TIGHTLY WRAPPED WHILE A SMALL GAP WAS CREATED TO TRIGGER THE DESIRE FOR PEEKING, WHICH MAKES THE INTERIOR SPACE MORE INTIMATE AND ALLOWS THE BRAND TO REMAIN MYSTERIOUS WITHOUT OVEREXPOSING ITS IDENTITY.

WE PURSUED AN ARTISTIC APPROACH TO DESIGN, LOOKING FOR A WARM “ROUGHNESS” IN THE INCREASINGLY IDENTICAL TRENDS OF COMMERCIAL DESIGN. MODULAR, CURVED WALLS ENCLOSE A HIDDEN, INWARD-LOOKING SPACE, A MODERN, NOSTALGIA DREAMSCAPE IS CREATED WITH AN ALL-OVER CARPET OF THREE-DIMENSIONAL CARVED FLORAL GRAPHICS, EMBROIDERED PRINTING SOFAS, AND ART DECO FURNITURE FROM THE 1930’S.

项目为国内独立设计品牌SHUSHU/TONG的第一家线下店铺，坐落于上海的时尚地标锦沧文华。

我们继续探讨在以往的零售项目中应用的两个设计策略：创新设计与品牌气质的贴合以及商业环境中的“不商业”。传统的零售空间围绕销售，而现在线上可以随时买到想要的产品，零售业必须解决我们现在什么都不缺的境况。不管有多少人可以生活在独立的空间中，最终我们都期待重聚。线下空间增进的是客户与品牌之间的情感联系，邀请人们前来做客。针对场地的不规则形状，我们希望探索一种更私密的空间潜力：更像是客厅，而不是百货公司。

空间被划分为三个互相交错的圆形，为精巧的服饰带来尺度的关怀。没有预期的橱窗展示，也没有传统店铺通透的玻璃窗可以看到内部，私密入口是对即将进入店铺内部主空间的一种酝酿，这让客户的期待值提升。进入空间后产生一种到达目的地的感受，充满情感氛围，表达品牌的浪漫属性。

店铺一侧是面对自动扶梯的落地窗，当人们经过时会看到一列人模在两个圆交错的缝隙中站立着，这时他们才意识到这是一家店铺。空间被严实地包裹起来，同时创造一个小的缝隙去引发人们的偷窥欲望。这样的处理使内部空间更加亲密，让品牌保持神秘感，身份不过度曝光。

我们追求艺术性的设计方式，希望在日渐趋同的商业设计趋势中寻找一份温暖的“粗糙”。模块化的弧形墙面围合成一个隐蔽的内向型空间，满铺的立体雕刻碎花图形地毯、刺绣印花沙发以及30年代装饰艺术风格的家具，共同营造一个现代化的复古梦境。

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