New York City-based Taiwanese-Canadian designer Jason Wu established his eponymous fashion brand in 2007 while also doing stints at other fashion houses. Three years ago, the Jason Wu brand was snapped up by Green Harbour, a Chinese private equity firm, and ever since, at least in terms of retail presence, the emphasis seems to be on the lucrative Chinese luxury market. Following the 2020 opening of a standalone boutique in Shanghai, a second retail space has recently been inaugurated in another fashionable first-tier city—Chengdu. Situated on Level 4 of Chengdu IFS, an upscale shopping centre in the city’s downtown district of Jinjiang, the Jason Wu store occupies a 102 sqm. (1,098 sq.ft.) unit and features an interior design by Shanghai-based design practice SLT Design. The chosen aesthetic is marked by an open space and undulating, fluid lines emulate the recurring three-dimensional flowers and distinctive contours from Wu’s designs at runway shows.

The elegance of the designs are captured by lightweight panel-shaped walls and curved countertops, while hanging rods connect viewpoints, creating the aforementioned flowing spatial sequence. A soft pink hue infuses the minimalist design codes with warmth and femininity, while tobacco-coloured carpets define distinct areas such as window displays and haute couture sections. The interplay of soft pink fabric and black wood grain panels symbolises the dual nature of femininity, presenting both a graceful exterior and inner strength. Special attention has been given to lighting to elevate the shopping experience even further. Prismatic lights set the stage for window displays, while concealed light strips delicately trace curves under clothing rods. Additionally, ceiling soft films mimic the natural flow of light. The new Jason Wu store carries a selection of the brand’s ready-to-wear collection and, as said, also haute couture pieces.