The design team conceives LOOKNOW Xintiandi flagship store by drawing inspiration from the original status of the space. Through the storyline of “House Now (On-going Creation)”, the design team conveys spatial narratives and immersive experiences to create a strong identity of the contemporary design style. 

Innovation:  

The major display area includes two parts.

“Live Artwork” is a concept of open space to mimic the status of an artist’s studio. From the start point of the reception area, space is shifting from a modern and artificial visual effect into an original and rough space texture. For example, the fabric artwork on the wall created by the designer on site adds a sense of artistry sense to the store. 

“Resident In” is a concept to recreate the conditions where the artist lives, like a living room. Wood texture, warm tone, and low-color-temperature lighting are applied to generate a relatively private and deluxe atmosphere. The setting of sofa, carpet, and closet-like racks expresses a storytelling and immersive atmosphere.

Creativity: 

The store facade is decorated with ginger color and simple geometric composition to emphasize the overall visual effect and enhance the brand identity to create a new landmark for urban girls.

The yellow framework installed in the show window area is the “Space Object”. The framework looking like a box transported from elsewhere is a key element to express the “Live Artwork” concept which implies improvised creation on the site. The yellow framework, which continues the color of the facade, not only creates a visual connection but also helps to separate different zones. It is a visual focal point and a connector of the whole space, enabling customers’ smooth and seamless transition from one zone or style to the next.

Functionality: 

The “Space Object” installed in the show window area transforms the front area of the store into a flexible space, providing the possibility of future collaboration with other brands and artists for pop-ups, installation displays, and media shows. While keeping the original function of the store, it helps to attract more attention and keep the freshness of the store and brand.

As the biggest structure in the store, the fitting room is located in the center of the display area. The fabric hanging upon the fitting room helps to visually separate the space and soften the light. 

The fitting room-centered layout design unites the fitting, display, and lounge functions together. The circulation is spread out around this area.

Sustainability: 

Mottled brick walls and exposed structural steel and traces of the decorations put in by previous owners are kept in place. Abandoned pipes were rearranged and turned into racks for handbags. Retaining and repurposing the existing conditions and introducing new elements form the “on-going” design concept of the store.

Antique doors kept from the old house and the random rocks picked from the quarry are serving aesthetic and functional purposes.