As a consumer market, China may have the promising volume, it still has a long way to go before it has reached the sophistication level of neighbouring countries, such as Japan and South Korea. But then again, its first-tier cities of Beijing, Shanghai, Guangzhou and Chengdu are widely considered hotbeds of innovation, and increasingly see the emergence of companies and brands, that cater to the country’s growing demographic of savvy, next-generation clients. Educated and well-travelled, they’ve adopted a set of values and principles that sets them apart, and which obviously also results in an entirely different lifestyle with specific needs.
Part of Zuczug, a contemporary brand founded by Chinese designer Wang Yiyang, the Klee Klee womenswear line was launched in 2010 with a single t-shirt, and has since then expanded its offerings, and garnering a sizeable local clientele along the way. Klee Klee adheres to modern business principles which also have an environmental component, resulting in the use of environmentally friendly, raw materials and exploring environmentally friendly dyeing processes. As said, it has successfully created a niche for itself in the fashion landscape, and to such an extent that the first dedicated Klee Klee monobrand store has bowed in Shanghai’s Changsha Lu district.
Occupying a narrow and elongated space of just 81 sqm., the interior design by Aim, an architecture practice based in Shanghai and Hong Kong, aims to reflect the brand’s forward design philosophy. The space was entirely stripped, and then given a pristine white hue, and combined with rows of sleek led strip lighting, it optically has an enlarging effect. And as the façade woodwork already signals, furnishings have been kept simple and functional, comprising of wooden display tables, chairs and shelving, paired with clothing racks made from black metal. The fitting room comprising of a circular, tent-like structure made from the same material and enveloped in canvas, and at the back of the store a seating arrangement can be found where to ponder one’s next trophy purchase.
Photography: Dirk Weiblen