Shanghai – Here’s another Chinese fashion brand to add to your watch list: . Founded by designers Joyce and Xiaomin in 2015, the apparel company recently opened its first flagship store in Xintiandi, one of Shanghai’s most exciting shopping districts.
For Studio Unravel, the firm behind the retail design, it was an opportunity to tell a proud story of birth, of homegrown talent, of a new stage in Chinese fashion. ‘I kept thinking of the anecdotes told by Joyce, a designer who finally stepped out into the world after years of incubation,’ explained Unravel’s Jinkyung Lee.
To bring that story forth, the studio chose the motif of the birth canal. ‘I thought about her passion and how it was able to manifest as a brand producing a series of vibrant products, and that made me associate her with a womb, the origin of new life, where endless possibilities create an absolute being’ Lee added. Throughout the store, the warm conditions of the human interior come outside via a series of phantom-like red transparencies. The enveloping volumes that grow in and out and create pockets of display areas, helping delimit different apparel sections within the 160 sq-m space.
It forces the viewers to dismantle their prejudiced idea of what a commercial space is