Seemingly out of nowhere, LOOKNOW is popping up in every trendy shopping centers of all major cities in China. The Chengdu store, designed by SuperCloud Studio in cooperation with visual team Network Party and lighting consultant Lumia Lab, quickly climbed up as the most popular clothing store on Dianping, a Chinese alternative to Yulp.

The O is for LOOKNOW, the eye of LOOKNOW, presented as a megastructure of LED screen and stainless steel. When you look into the eye, you see the ideas on fashion, local culture and way of life from LOOKNOW ‘s point of view. The visual team Network Party sees the big screen as an articulation between the space and people. Through this installation, shoppers and visitors could interact with the space.

As written by Walter Benjamin in his The Work of Art in the Age of Mechanical Reproduction , ‘Unapproachability is indeed a major quality of the cult image. True to its nature, it remains “distant, however close it may be.”‘. We pictured LOOKNOW Chengdu as something that landed from   outer space, and here distance meets closeness, eternity meets transient. Ralph Lauren once said, I don't design clothes, I design dreams. And we designed a dream house for fashion.