절제된 공간은 회색톤으로 연출된 시멘트, 콘크리트, 화강석으로 제안됩니다. 중국, 정저우에 위치한 남성복 매장의 인테리어 디자인은 기존 공간의 일부분을 덜어내고, 최소한의 요소를 가미함으로써 제품의 이미지를 부각시키는 내부를 완성합니다.
Set inside what Atelier Tao+C describe as a "banal" shopping centre, the JHW store has been designed to be an "austere, monochrome" space.
To achieve an all-grey aesthetic, the studio has covered surfaces throughout the two-storey boutique in Shanghai plaster – a finely-ground mixture of granite stone and cement.
Shanghai plaster was typically applied to the facade of art deco-style buildings in Shanghai during the 1920s.
"Reusing this once-popular yet forgotten material, we seek to evoke memories of the most dynamic and creative era and city to convey a more 'local' sense of the street," explained the studio.
The studio is also hoping that the use of a material distinctive to China will subtly reflect the ethics of the brand, which aims to promote domestic fashion brands and emerging local designers.
Perforated sheets of steel have then been erected in a continuous line around the store's periphery, forming a "lightweight inner shell". As sunshine seeps through from the windows directly behind, the floor is dappled with spots of light.Steel has also been used to craft blocky display plinths and thin rails from which clothing items are hung.
Decor has been restricted to simple strip lights, which are suspended horizontally and vertically in a grid-like arrangement.
A part of the existing ceiling has been cut away to form a double-height void in the store. It's interrupted by a couple of concrete structural beams and a transparent walkway that diagonally crosses the second floor.
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