Septwolves is one of Chinese best-known menswear brands. Founded in 1990 it has successfully positioned itself as a premium menswear designer and retailer with over 3000 stores throughout China. Prospace was approached to develop a new Septwolves flagship store, offering stereoscopic fashion experiences to those urban elites.
The idea is to merge sale area with fashion lounge / art gallery space, transforming the whole building into an integrated space. People walk through the building where Multi-sensory experiences are created, perceiving both arts and fashion concurrently, as events and thematical display come across and bring multi-sensory brand experience. It is consisted of men’s fashion, tailor zone, books, cafe, light meal, designer boutique, and events.
By placing a circle stage in the central place, the space becomes an open fluid whole, rather than separated space for each category. The round void in the center creates a main hall that connects both floors, for thematical display. It also allows to be transformed into temporary events. RFID technology is also integrated with the physical environment, supporting a fluid O2O platform that evokes a multi-sensory journey.
Photography by Anita Liu