Page 85 - AIT0124_E-Paper

Entwurf • Design Various Associates, CN-Shenzhen
Bauherr • Client SND
Standort • Location CN-Chongqing
Nutzfläche • Floor space 296 m 2
Fotos • Photos Urvirsion Co. / Zheng Fang, Tang Cao
Mehr Infos auf Seite • More info on page 126

SND CONCEPT STORE

IN CHONGQING

A careful choice of colours and reflective surfaces cha-
racterize projects by Various Associates (VA). The retail
spaces they design have a minimalist and mystical appea-
rance. This can be seen in their work for the fashion com-
pany SND from Chongqing. Narrative qualities and refe-
rences to place are emphasized where dominant techni-
1
4 cal forms and elegant minimalism form the background.

3
S designer fashion. Nonconformity as a luxury good – an enigmatic,
Grundriss Level 1 • Ground floor level 1 ND stands for Selection of Nonconformist Design and sells luxury

poetic design language that VA has already used several times is defini-
tely in line with this. Rooms that resemble those known from the films
Blade Runner or Dune have been designed elsewhere for SND. In the
1 Eingang • Entrance 1 Eingang • Entrance example shown, on the other hand, the focus is on the reference to the
2 Service • Service 2 Erholungszone • Rest area
3 Accessoire-Auslage • Accessory display 3 Accessoire-Auslage • Accessory display hometown of the fashion company from Chongqing. As the “bridge capi-
4 Multifunktionale Zone • Multifunctional area 4 Präsentationsfläche • Display area tal” of China, the megacity with a population of 32 million is estimated
5 Ankleideraum • Fitting room 5 Serviceschalter • Service Counter
6 Präsentationsfläche • Display area 6 Ankleideraum • Fitting room to have more than 14,000 bridges. In this context, a “fashion show under
the viaduct” became the design theme for the shop fittings in the Chong-
qing World Financial Centre (WFC). Exclusivity is already produced by
the location itself; no threshold, no hiding place from the public eye
is necessary. From the escalator, one looks directly into the sales area.
Static-looking elements, such as a goods display inspired by a cable-
5
stayed suspension bridge and the suspended double luminous ceiling,
which looks like a catwalk, divide the space. Items of clothing hang freely
5
3 3 and yet in an orderly fashion on stainless-steel rods in the cold neon
light. Panels suspended from the ceiling in an even rhythm set the pace.
In keeping with the brand profile, the two-storey boutique is immersed
in restrained cream tones. Only the choice of wooden elements with a
6 bright orange grain breaking through the grey surface creates the neces-
1
sary contrast under the cream-coloured fashion bridge. Reflection of the
city lights at night, where old wooden buildings coexist with modern sky-
scrapers and viaducts, if you take the motif further – or a reference to the
orange Twin River Bridges which are landmarks of the city? In any case,
3
the shiny railings of the levelling staircase are intended to be reminiscent
of a mountain road. Mirrors expand the narrow space at key points,
for example in the fitting rooms and in the lift cabin – the intermediate
space under a large bridge once again becomes a theme here. Something
mysterious surrounds VA’s works and in SND at the Chongqing World
Financial Centre WFC it is the myth of a city in the mountains – with
Grundriss Level 2 • Ground floor level 2 many bridges, tunnels and a rebellious fashion scene.

AIT 1/2.2024 • 085