SWEET 7 Garden Theme Shop

SWEET 7 came from Suzhou, so it wants to combine Suzhou elements in this monumental shop to express its connection with the city. How to present Suzhou elements and Suzhou impressions in the store becomes the top priority. However, the excessive presentation of urban culture often makes a commercial space empty and tedious. So how to use local cultural elements to empower the brand is the urgent issue to address. 

After an in-depth understanding of the spirit of gardens, MOC extracts, dissembles and reconstructs the elements of the gardens in Jiangnan. In this space, customers are introduced to the Suzhou impressions in the eyes of SWEET 7. The brand hopes its customers can appreciate the beauty of the garden through a small store. 

MOC incorporates Suzhou architecture and Jiangnan garden style, and reinterprets it with a modern approach – the color palette combines the traditional white walls and black tiles. But its presentation is very modern. The minimal black and white are set against the warm lighting, which creates a casual atmosphere in the courtyard. 

A semi-transparent effect is formed by fine metal perforated panels. The stacking layers of panels come into the shape of the eaves in the Jiangnan water village. It outlines the connection between the building and the courtyard within the space layout. The façade is made of white polymer clay wall panels as its unadorned texture echoes the eaves and carved wooden windows of the traditional building façade. 

The illuminated ceiling made from soft film creates the outdoor atmosphere. The overall color palette of black and white gives customers the first impression of the shop theme.

 MOC has designed an indoor courtyard at the back of the space with an elaborate layout. A flowing water installation is along the wall and the seats are by the water. While sipping tea, customers hear the gurgling water at different heights, which is a balance of stillness and dynamics. 

In the courtyard, woven metal nets are adopted by MOC as to imitate the weaving pattern of silk and create the effect of the semi-transparent white veil. The space is illuminated with a lighting film box in the ceiling. The garden atmosphere is accented with the hazy view through the white veil amidst the sound of flowing water. 

The overall tone of the space and the delicate decorations makes it slow and quiet, while the movement of the water inadvertently brings a pure and fresh experience. 

Combining with the theme of the space, MOC unifies the brand elements that appear within the shop space. In line with the overall cultural connotation of the space, the visual standard of the brand enhances the integration of the brand and local culture. At the entrance, the brand signature “7” stands in the waterscape, like a rockery blending into the landscape. It fits into the overall spatial style, without losing its branding.