The aesthetics of the fashion store in Shenzhen openly showcases how a sculptural and immersive ambiance is a guiding principle of retail today.
The design studio that oversaw this concept come to life is Studio 10. The firm was working on behalf of Geijoeng, which is a Chinese womenswear brand that boldly embraces minimalism. The interior of the store is described as "dream-like" and it features a plethora of layered glass and mirrors. This creates an atmosphere that relies on "an array of reflective, translucent and transparent materials" to facilitate an immersive space that borders on illusion. In addition, the choice of materials is also boiled down to structural relations. That is, the store in Shenzhen is a place where "the interactivity between materials, light transmission, refraction, reflection, and fabric" play.
Image Credit: Chao Zhang