SND Chongqing WFC

The existing site is a long, narrow two-storey space. Taking into account the terrain features and interesting lifestyle of Chongqing, the design team took “the fashion under viaduct” as the design concept, and made use of the spatial relationships formed by suspension cable, order and overlapping layers to perform “a fashion show under viaduct” unique to Chongqing.

Based on the brand's culture, the spatial attribute and local geographical characteristics, Various Associates extracted and combined different elements to create a brand new retail space. The point, line and plane of the space tell the core of the design concept, which runs through the overall space with a unified logic. Spatial languages, emotions and expressions are what Various Associates has been always focusing on in design practice. For this project, the team integrated the client's brand philosophy, functionality, structures and artistry into a whole, and eventually released the space through simplistic, pure design languages.