Its status as Special Economic Zone has certainly boosted Shenzhen‘s affluence – mind you, the former fishing village ranked below Shanghai and Beijing on last year’s list of China‘s wealthiest cities – but it’s also the proximity of the sophisticated global hub that is Hong Kong, which has rubbed off in a big way. Needless to say, Shenzhen boasts an infrastructure that meets the requirements of its increasingly discerning dwellers, and its one very few other cities nationwide can match. In fact, the city has become a hotbed on many levels and it’s home to a growing number of new creative businesses. Fashion brand 幾樣GEIJOENG (pron.: jee-yahng gay-jo-ang) is one of such ventures, making a name for itself in fashion-forward circles across China with minimalist women’s silhouettes. Taking its operations to a whole new level, the company has recently entered the retail arena, setting up shop at Coastal City, a large shopping and office complex in the city’s Houhai district. The 幾樣GEIJOENG boutique occupies a lofty 120 sqm. (1,292 sq.ft.) unit on the second floor and features an interior design by Studio 10, an architecture and design practice based in Shenzhen.
The design concept explores the interactivity between materials, light transmission, refraction, reflection, and fabric, and does so by using and layering reflective, translucent and transparent materials combined with green velour curtain fabric from the Kvadrat/Raf Simons collection and finely calibrated artificial lighting. Upon entering the premises, shoppers pass a window display area and enter a corridor demarcated and paved by glass bricks. The shop sees a floor covered in custom-made green terrazzo tiles, paired with walls clad in U-shaped glass with a silver background which creates a subtle reflection. The dressing rooms, one at the end of the entrance corridor, and the other a standalone volume in the middle of the store, are captured by hollow acrylic tubes and green velour fabric. When not used, the curtain can be retracted, rendering the fitting rooms more or less semi-transparent again. Garments are presented by using a hanging system made of custom frosted acrylic rods connected with adjustable silver scaffolding. The rods are each set in a green marble base which vary in size, and some are used as a display, bench or storage platform. The exposed ceiling sees a suspended metal grid with rows of tubular lights attached. The new 幾樣GEIJOENG carries the brand’s full range of apparel and accessories.