Excerpt: NEIWAI Concept Store, an interior design project by SLT Design, promotes women’s diverse beauty by incorporating flexible female body contours into the space. Space props and walls constitute the “deconstruction” concept of the whole store. Dynamic curves, combined with static physical entities, create an aesthetic difference, enhancing memory points and creating a sense of ups and downs in the space.
Project Description
[Text as submitted by architect] “Seeing and recognizing the beauty of oneself, appreciating each of her true and diverse beauty, encouraging each other, praising each other and working together to transmit strength in the female collective.” NEIWAI is a brand that focuses on comfortable underwear, home wear and sportswear. As a lifestyle brand that focuses on intimate clothing, it not only brings comfort to consumers, but also allows consumers to find a lifestyle that suits them.
SLT was entrusted by the brand to shape its brand new flagship store image. By giving the flexible contours of the female body to different latitudes of the space, it embodies the NEIWAI brand proposition that encourages women’s diverse beauty. It creates a new offline retail space that empathizes with female self-consciousness and expresses emotions.
The store site, an L-shaped space, is more than 200 square meters and located in Shanghai Jingan Kerry Center. The super-large display surface of the space is spread out around the column, and the established boundary is blurred by opening the front of the store, allowing a natural transition between the public space and the store.
The curved wall in the central area of the entrance has the function of streamline organization and functional division. The area covered by the rising side of the wall is the intimate underwear product area and fitting room. The center of the low wall encloses the home wear and display series of ready-to-wear, which fits the brand’s progressive level from the inside to the outside.
The overall space uses large-scale color transitions to actively respond to the beauty of women’s diverse skin colors. Underwear zone has its own sense of privacy, so SLT chooses light colors that are comfortable and intimate. The ready-to-wear area uses neutral tones that highlight the charm of women’s life, which is true and elegant; warm colors are used in the NEIWAI ACTIVE area, and it shows health and vitality.
In the fitting room design, in order to give more sense of security for women and improve the fitting experience, SLT select double-layer curtain, which can provide customers with sufficient privacy and wrapping sense. The modular system design is adopted in the Essential self-service shopping area to match the size of product packaging and meet the requirements of retail efficiency and density of product display.
Space props and walls constitute the “deconstruction” concept of the whole store, which is inspired by the contours of the human body. Dynamic curves are endowed with static physical entities, creating an aesthetic difference inadvertently, enhancing the memory points of the space and increasing the sense of ups and downs of the space. In lighting design, SLT uses film, line lights and spotlights as point, line and surface light sources. Through the control programming system, the retail space with different colors and a dynamic atmosphere is created.
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