HER by CLAP Studio
HER is the ambitious project of the stylist Hilary Tsui. Her desire was to create a retail space dedicated to contemporary women bringing together her two passions in one place: fashion and gastronomy. That’s why HER, located in the center of the Fashion Walk of bustling Hong Kong, combines the latest in fashion with a Cafe where clients can rest while they have a special drink from the brand.
Designed by CLAP Studio
Photography by Daniel Rueda
After several workshops with Hilary Tsui, we came up with three key points that reflected the essence of HER: femininity, purity and strength. Starting from these we imagined HER as a sinuous landscape, with impressive mountains and pure materials, all together as a new space yet to be discovered like planet Mars.
The aim of Clap with this store is to transport the user to a new planet so we designed an entire experience around it. From the facade that shows the mountainous landscape of the interior to the moment when the user receives its purchase vacuum packed, makes shopping at HER as if it was a space trip experience. Two perfect arches covered with aluminum invite the user to enter to this new universe having one entrance to the take away HER Cafe and the other one directly to the store.
To create this landscape, we placed an accurate terracotta tiles grid on the floor from where all geometric volumes grow up. These reddish mountains can be used for both displaying the product and for sitting and relaxing after a shopping day in downtown Hong Kong. Small white lotus leaves grow from the mountains in order to highlight the product on display. All the coat racks are designed with a wavy profile that fix the same distance between the hangers.
The interior of HER is divided by two zones: the most dynamic area in which sneakers island, activewear and Cafe are located; and the ‘boutique’, an area with a large mirror in arch shape and where jewelry or accessories stands are exposed. It is in this boutique area, where you can find independent clothing firms such as Anais Jourden, Pushbutton or Chance.
HER is an experience that embraces the five senses and transports the user to a new world yet to be discovered. The future is now so welcome to planet HER.