Located on No.841 on Huai Hai Road, the flagship store occupies two floors unit at Renmin Fang. With the aim to avoid unnecessary demolition or construction work while providing a more efficient layout, the slab opening is retained with the existing stair structure that turned from a “L” shape to an “U” shape configuration. Thus, the retail zones are maximised at the front end with the back of house effectively grouped together at the rear.
THE DESIGN OF A PERFORMING STAGE
Atelier Intimo Flagship is is a performing stage designed for the brand. The entrance enclosed with gold platted khaki stainless-steel covering inspired by the “Rebirth of the Scorched Earth” concept. The central axis defines the retail zones onto two sides of mannequin display with the same stainless-steel finishes that unifies the shopfront and changing room wall outer finishes.
Considering on the functional side and bringing the visitors a complete journey, the cashier is placed on the upper level such to maximise the customer flow between two floors. On the opposite side is an installation display unit that explores the form of a tree crown with an architectural interpretation. The final product is a spiral stepping device that can be revolved manually for displaying series of mannequin in different styles and sizes.
Towards the front end is a VIP space that is zoned on top of an elevated platform. This can be enclosed with the help of a long electrical curtain providing total privacy, where the space will turn into a true VIP space for lingerie trials and private parties. Or it can be fully opened and make the floor as a platform for new product launching events, parties, live streaming etc.
MORPHOLOGY
Mannequin is the most common medium to display textile products. Thus, the designer blended various mode of mannequins to achieve different conceptions, such as the key leader of the stage who wears a set of revolving wings, appear to be dancing at the central stage.
Scattering around are several installations inspired by flower blossom infused with interior architectural elements. Making use of different mannequin parts at the opening flower buds, they carry the nature energy and glorify their beauties. These installations are designed with a slightly peculiar and unexpected manner for one’s imagination and self-interpretation on what these quirky archetypes are portraying. — Construction+ Online
PROJECT DATA
Project Title
ATELIER INTIMO FLAGSHIP
Design Firm
O&O STUDIO
Completion Year
2020
GFA
180 square metres
Principal Designer
Eric Chan, Suzanne Li, Katt Chung Yap
Client
Atelier Intimo
Images
Tian Fang Fang, Katt Chung Yap
