Page 79 - AIT0125_E-Paper

Entwurf • Design Greater Dog Architects, CN-Shanghai
Bauherr • Client Progen Group
Standort • Location Yinzhou Road No. 2177, CN-Ningbo
Nutzfläche • Floor space 345 m 2
Fotos • Photos Metaviz Studio, CN-Shanghai
Mehr Infos auf Seite • More info on page 126

PROGEN SUIT STORE

IN NINGBO

Higher, faster, further. Creative, true to the brand and, of
course, stylish. There is (almost) nothing that does not
exist in the world of retail. The new store of the Chine-
se workwear- and suit manufacturer Progen Suit also
impresses with an innovative concept: on 345 square
metres, Greater Dog Architects show how modern shop
fitting works in the Chinese port city of Ningbo.

T his is not just about sales: Greater Dog Architects, based in Shanghai
and London, have already proven that they are the right people for
the job with Progenius Park in Ningbo. The requirements for the new
store are also not without challenge. It should be flexible and sustainable,
but not just as a marketing strategy. The label wants to further deve-
lop its identity – with the location in Ningbo, 2 hours south of Shanghai,
they want a replicable model store whose sustainability is not only in the
design. The framework of the project is a large ground-level room on the
ground floor of the company headquarters. Unnecessary elements have
Grundriss • Floor plan been removed. What remains is a raw spatial structure with centrally
arranged supports. An unclad concrete ceiling forms the room’s horizon-
tal boundary – a linear and grid-shaped LED lighting concept sets the
atmospheric scene through rhythm and sequence, thus creating a strong
visual dynamic as a backdrop. Clear the stage. The main player in the
sustainable store identity is the modular wardrobe system, developed
specifically for the brand. Under the name Wardrobe Island, the creative
minds behind the project have designed a recyclable piece of furniture
that combines sales, craftsmanship and exhibition. For the perfect confi-
guration, everything revolves around the material and its customizability:
the construction is made of T-slot profiles with a dimension of 30 by 30
millimetres. Clad with birch plywood boards and polycarbonate panels,
the standard module of the series is produced. Suspended and folded, it
presents the fashion of the latest collection, from luxury suits to hooded
sweaters – derived and expanded, the furniture is used for the graphic
presentation of the company history and to display its own components.
Interchangeable components make it easy to react to operational chan-
ges, and the composition and position of the elements can be optimized
depending on the space available. Flanked by a seating area with comfy
sofas, a central island is located in the middle of the high or low, movable
or fixed and illuminated or labelled wardrobe islands and, as a tea table,
checkout and multifunctional interaction point, brings customers together
Montageanleitung • Assembly detail in the sea of men’s fashion.

AIT 1/2.2025 • 079