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.
Design firm: Various Associates
Photographs: Shao Feng
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.