This is a project for a trendy Japanese fashion brand’s chain store in Shanghai. By the juxtaposition of different decoration styles, the design embodies the brand’s characteristics of “variety” and “mix-and-match”, at the same time creates a visual journey for the shoppers.

This project brings out the brand’s features of “variety” and “mix-and-match” via a wide array of trendy design styles ranging from classical and vintage to modern and minimal. The design is intended to create a shopping journey for the customers, in which the different decoration styles unfold layer by layer as one walks through the shop, with the spherical stainless steel counter serving as the “finale” of the journey, giving visual surprise to the customers.

In spite of the varied styles of the clothing items, there is one common theme of them all – “trendiness”. In this chain store, different backgrounds are designed for the display of clothing to create different moods and ambiences, giving different look and feel to the clothing. This further emphasizes the brand’s “mix-and-match” characteristic.

Nowadays, the chemical reaction between clients and designers is taking its striking precedence over designers’ own interpretation and presentation of the sense of space, functionality, and aesthetics in retail design. Clients assist the designers in the understanding of their customers, competitors, core value and market-positioning. In return, designers merge the objective brief with their own innovation to deliver enduring, aesthetical and professional design solutions.

This project is an implementation of such philosophy of client-designer dynamics which is becoming prominent in the Asian market. Moreover, the client is a fashion brand at the forefront of the ongoing changing trends, which has a target market of young people who aspire to be trendsetters. In a sense, the designers of this chain store project have successfully combined their creativity with the client’s characteristics, setting the trend for retail design through the innovative mix-and-match of styles and the creation of an intriguing shopping journey.

Design by Design Systems

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