For SECOO, a Chinese luxury brand platform dealing in selected high-class retail brands, we proposed brand-new design for their flagship boutique located in Beijing, China. SECOO has been known as secondhand shop dealing in vintage products. However, following social demands for high-brand market in China, they wanted to change their own previous impression to specialty boutique for selected multi-brand platform. As a part of re-branding for SECOO, we have designed their new boutique interior and facade design.

Originally, SECOO implied that Chinese Emperor’s treasure house. In the way we had chosen a key motif that reflects this idea for facade design. Our new approach was to make 150mm x150mm framed cube with triangle metal as “Treasure Box”, then to fully decorate hexagonal pattern façade with stacking them. The orderly atmosphere reflecting with mirrors behind of cube framing is creating eternal treasure letting customers excited that looking for their own special products inside space.

Following the interior design concept of “SECOO LAYER”, we made for total visual identity, which creating spatial sequence and dividing sales area for each brand. Shanghai boutique is “Translucent Brick Wall”. Chengdu boutique is “Sequential Bamboo Partition”. We proposed “Metal Fabric Device” for Beijing.

“Metal Fabric Device” brings out the rich variety of different spaces for each divided area, but also it is connected gradually letting you feel each existence. And also allocating white marble space with bright lighting and hexagonal dark oak space with low sealing height in order by metal fabric, you would feel alternate cozy space and lively space. It would be also special device letting people fun shopping.

Designed by Tomo Yamakawa Design
Photography by Eiichi Kano