The formal design of model props emphasizes strength and dynamism over the traditional, rigid arrangement of mannequins.

The goal is to move away from conventional displays that lack narrative and an immersive feel, to establish a visual identity that differentiates NEIWAI ACTIVE from other women’s wear brands. Throughout the process from modeling to sample creation in the factory, the design team systematically considered the details of these customized mannequins. The goal was to explore authentic body language and showcase the graceful beauty of physical movement. The natural and lightweight resin used for mannequins is well-suited to the unique fabrics of products, and is consistent with the brand’s identity and product attributes.

A gentle atmosphere permeates the “interior” space, to differentiate it from the “external” environment of the property. Every inch of space is designed with purity, offering a pleasing, expansive and free visual experience. The 3-meter-long island becomes the visual focal point, contributing to a smooth loop circulation. The open circulation allows customers to freely explore the displayed products, providing a broad view and a playful spatial experience. Wood color, curved lines and modular elements are employed as key components to construct the space.

Through appropriate proportions, scales and the play of light and shadows, the design creates a space reminiscent of a pilates studio, characterized by rich layering and a serene vibe. The interior walls emanate a sense of softness and order. Designed in the likeness of curved petals, these walls utilize sheet-like prefabricated decorative modules to emulate the appearance of cloth while retaining the pure and simple expressive texture of the material itself.

Through the investigation of brick and mortar stores, the design team identified challenges that required resolution, such as conflicts between functional areas arising from a weakened signage system. The primary challenges for this project involved how to systematically organize display and functional areas, and how to establish a more systematic signage system and display design to guide the circulation in the space.

The interior skin of the space is defined by soft-tone walls, while the displayed products and props are extensions of the “exterior.” The interior facades feature concealed structures, which are embedded into the framework to simulate sewing threads, making the interior facades like an envelope for the skeleton. Moreover, the brand’s signature fabrics are integrated into the design of display shelves. Soft textiles adorn the clothes racks and rails within customers’ reach, encouraging them to feel the fabric textures more closely and bringing a warm sensory experience.