NANJING FLAMME FLAMME SHOP | One plus partnership

The owner plans to display variable clothing brands to bring surprise to their guests, which led us to thinking of the idea of wrapping things up. The store operates on the concept of diversification, whose atmosphere is similar to playground. Therefore, we proposed “playground” and “uncover” as the design theme.

The shop consists of two floors, first floor and basement, the basement is spacious and higher. With such a high space, it gave the designers a great opportunity to place play equipment which can be matched to the space. “playground” elements are mainly presented in the clothing and footwear displays, checkout counters, and stairs - made into play equipment including climbing frames, swivel chairs and swings. Due to the basement of the store with storey height, these playful displays are reproduced at a ratio of nearly 1:1 to amusement park facilities, and some of which are as tall as 4.5 meters, which visually elevates the entire space with their upright height.

The owner also hoped that the store could be changed to display different artworks, therefore, the designers suggested using wrapping style for displays, giving the concept that when people remove the wrapping, it's like going to uncover something new. In addition, the style of the wrapping cloth is changeable, which leads the displays of clothing and artwork possible to be changed in the future. The entire store also becomes an exhibition space. It is hoped that customers will come into the store and unveil the world of art together.

In order to make the atmosphere of space dynamic and joyful as it has on the playground, the designers first drew some abstract graphics in red, white and blue, then had four different types of cloth, which were wrapped around the display stand from top to end. In addition, several rolls of fabric can be seen hanging from the ceiling, and the fabric can be extended to the highest climbing frames for re-twisting. The designers went on site to guide how the winding of the fabrics shall be carried out to maximize the visual effect of the space.

The fitting area is not separated as usual by adding a partition wall, but is set on one side of the store, Milky white opaque curtain is draped from the ceiling to the ground, enclosing a fitting room individually to ensure privacy while emphasizing the strong sense of perspective of the space. After the fitting guests can pull back the curtain and look at themselves in the round wall- mounted mirrors.

There are lounge areas in the center of the space as well as on the same side of the fitting area. The central pop-up carpet pattern was drawn by the designers from the image of “eyes” and customized into a circle in the hope that guests will find beauty with their own eyes in the store.

The space is enriched with colors, playful shapes and mirrors. The designers hope to create and reveal a sense of space in the world of fashion and art.