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Entwurf • Design Studio 10, CN-Shenzhen
Bauherr • Client GEIJOENG, CN-Shenzhen
Standort • Location Nanshan, CN-Shenzhen
Nutzfläche • Floor space 120 m 2
Fotos • Photos Chao Zhang, CN-Shenzhen
Mehr Infos auf Seite • More info on page 126
GEIJOENG STORE
IN SHENZHEN
„The interior design explores the interactivity Its reputation should have preceded the Chinese wo-
between materials, light transmission, menswear brand Geijoeng, because the minimalist
garments themselves seem to play a rather subordi-
refraction, reflection and fabric.“ nate role in the concept store in Shenzhen. Customers
can expect a surprisingly frosty, almost dematerialised
Studio 10 atmosphere, which Studio 10 created with a mixture of
glass, acrylic, marble, terrazzo and velvet.
G eijoeng's latest concept store was recently opened in the highly fre-
quented Coastal City shopping and office complex. Malls, shops,
restaurants, bars and leisure facilities tout for the attention of the mas-
ses of customers. In such a context, the presentation of minimalist wo-
men's fashion in light, natural colours requires far more sophisticated
stimuli than just oversized logos or colourful window displays. The de-
sign by the interdisciplinary interior design firm Studio 10 therefore
takes discerning customers into a completely different world. It explores
the interplay between materials, light transmission, refraction, reflec-
tion, and fabric. As soon as the customer enters the entrance corridor —
with a view of the label's luminous graphic character — first deceleration
takes place. Glass bricks on the floor, glass tiles as a half-height wall,
frosted and textured glass areas — multiplied by a mirrored ceiling and
illuminated by cool strip lights — guide the customer into the actual
Längsschnitt • Longitudinal section sales room. Here at the latest, the hustle and bustle should be left be-
hind, and attention can be paid to the fine, exclusive garments made of
silk, wool, cashmere and velvet. They are hung up on custom frosted
acrylic rods connected with silver scaffolding metal joints. The rods are
set in blocks of green marble, which serve as presentation area, bench
or platform. Greyish-green, the CI colour of the Geijoeng label, subtly re-
appears in the velvet curtains, which as room dividers or screens for the
changing room, which is designed as a stage, are only visible behind
acrylic walls. Nothing should distract from the soft feel of the women's
fashion on display. The CI green in the terrazzo flooring becomes domi-
nant through the insertion of large, white marble fragments, which sub-
liminally draw attention to the white garments. The interplay of mirro-
red surfaces, transparent wall materials and sophisticated lighting de-
sign keeps customers guessing about the dimensions of the 120-square-
metre sales room — the surroundings seem to be dematerialised or fro-
zen. And suddenly the textile is the focus of attention — in terms of both
look and feel. And who wouldn't be tempted to immediately buy some-
Grundriss • Floor plan thing warm, soft and expensive to wear in this chilly atmosphere?
AIT 9.2020 • 071
