The project is the integrated brand collection experience area of Deji Plaza, including diversified brands such as high-end household appliances, digital technology, trendy home furnishings, etc. It is a design based on a keen perception of daily life and inspiration from modernist style, breaking through the existing framework of business format and creating an experiment for future consumer experiences.
With the theme of "Living in Films", we built scenes in black and white tones, as if movie reels presenting different lives, containing endless possibilities. Designer Li Xiang becomes the director of space, connecting over 10 stores of varying sizes scattered across public areas through open immersive interactive cinematic narration. The originally simply gathered stores now interrelate with each other, choreographing the experiential journey of an extra-large collective experience zone, bringing a novel and distinctive shopping experience.
This project redefines the collective experience area, reaffirming commercial activities through aesthetic art, and creating an immersive thematic aesthetic commercial space through a three-dimensional visual composition filled with unique memorable fragments.
Nonlinear Narrative
The designer used lines to carve out geometric shapes, setting the basic form of the store displays within the venue as the fundamental unit in the architecture. The singular symbol maintains its meaning through spatial changes, presenting a unified design vocabulary within the space, becoming a key factor for the architectural approach to permeate the interior.
The black and white tones and the concise geometric design interpret the language of modernist style. Building upon the open layout and adhering to architectural thinking, the staggered sensory effect of the display windows is constructed within the spatial composition, forming an interface of interlocking forms to bring abundant visual layers while maintaining spatial openness. The protruding forms create free facades, no longer limiting the show windows to the traditional storefront position, extending the public area scenery into the interior of the shops through product displays, representing the designer's innovation on traditional frameworks.
The positions and sizes of the 35 display windows are meticulously calculated and arranged by the designer team to avoid repetitive visual fatigue. They are casually yet ingeniously situated at every corner, presenting the best side to incoming visitors. The clear-cut lines extend from the two-dimensional wall surfaces into three-dimensional space. Each display window gives the protagonist role to the merchandise, the refined design approach and soft, minimalist tones foiling the diverse facets of daily life. The singular display units underscore the multidimensional aspects of ideal living.
Unbounded Rambling Trip
In order for visitors to evenly access every store, the designer team discussed and optimized multiple circulation plan options, finally presenting the most complete yet concise and smooth strolling route.
The multi-directional free path begins at the converging starting point in the core of the floor area, with laterally inclined solid blocks abundantly arranged on both sides. The designer employs the technique of using the background to highlight the subject by making the merchandise in the displays guide the spatial trajectory, changing directions and proceeding in layers, inviting people to move forward. In the path design, the setting of primary and secondary routes satisfies the needs of different groups, providing efficient routes home as well as slow experiential journeys for people to choose from. The sporadic electronic way-finding signs at each key corner are the designer's deft scene transitions, guiding and controlling the spatial rhythm, offering necessary and timely directional awareness.
Strolling through the residential combination of indoor micro-architecture, the ever-changing goods and scenes rush up to meet you, the dynamic effects of ups and downs giving visual interest and pleasure. As the scenes continuously shift and transform, people walk from isolated areas into woven spaces, undergoing a magical wandering journey. The simple grid patterns on the walls perpetually spread, change and meander throughout the space. The landscape constantly extends forward, forming tractional dynamic lines and an exploratory process, as well as adding a touch of amusing ritualistic sense, all for the purpose of arriving at the encounter with favored living scenarios and a sense of comfort.
The anticipation for life gradually emerges on the black-and-white grid, unfolding in space, with imaginative colors frozen in frames. The mirrored ceiling stretches the visual and sensory dimensions, blurring the boundaries between the fantastic sense of reversal and the objective world. The three-dimensional ‘residence’ presents a magical sense of another world, providing a stage for immersive interactive performances that feels both real and illusory. This is the dreamland of life, where rich and colorful plots unfold, different segments of life flash back around us, allowing us to immerse ourselves in and experience the free and romantic life scene, sparking beautiful imaginations of future life.
The project is the integrated brand collection experience area of Deji Plaza, including diversified brands such as high-end household appliances, digital technology, trendy home furnishings, etc. It is a design based on a keen perception of daily life and inspiration from modernist style, breaking through the existing framework of business format and creating an experiment for future consumer experiences.
With the theme of "Living in Films", we built scenes in black and white tones, as if movie reels presenting different lives, containing endless possibilities. Designer Li Xiang becomes the director of space, connecting over 10 stores of varying sizes scattered across public areas through open immersive interactive cinematic narration. The originally simply gathered stores now interrelate with each other, choreographing the experiential journey of an extra-large collective experience zone, bringing a novel and distinctive shopping experience.
This project redefines the collective experience area, reaffirming commercial activities through aesthetic art, and creating an immersive thematic aesthetic commercial space through a three-dimensional visual composition filled with unique memorable fragments.
Nonlinear Narrative
The designer used lines to carve out geometric shapes, setting the basic form of the store displays within the venue as the fundamental unit in the architecture. The singular symbol maintains its meaning through spatial changes, presenting a unified design vocabulary within the space, becoming a key factor for the architectural approach to permeate the interior.
The black and white tones and the concise geometric design interpret the language of modernist style. Building upon the open layout and adhering to architectural thinking, the staggered sensory effect of the display windows is constructed within the spatial composition, forming an interface of interlocking forms to bring abundant visual layers while maintaining spatial openness. The protruding forms create free facades, no longer limiting the show windows to the traditional storefront position, extending the public area scenery into the interior of the shops through product displays, representing the designer's innovation on traditional frameworks.
The positions and sizes of the 35 display windows are meticulously calculated and arranged by the designer team to avoid repetitive visual fatigue. They are casually yet ingeniously situated at every corner, presenting the best side to incoming visitors. The clear-cut lines extend from the two-dimensional wall surfaces into three-dimensional space. Each display window gives the protagonist role to the merchandise, the refined design approach and soft, minimalist tones foiling the diverse facets of daily life. The singular display units underscore the multidimensional aspects of ideal living.
Unbounded Rambling Trip
In order for visitors to evenly access every store, the designer team discussed and optimized multiple circulation plan options, finally presenting the most complete yet concise and smooth strolling route.
The multi-directional free path begins at the converging starting point in the core of the floor area, with laterally inclined solid blocks abundantly arranged on both sides. The designer employs the technique of using the background to highlight the subject by making the merchandise in the displays guide the spatial trajectory, changing directions and proceeding in layers, inviting people to move forward. In the path design, the setting of primary and secondary routes satisfies the needs of different groups, providing efficient routes home as well as slow experiential journeys for people to choose from. The sporadic electronic way-finding signs at each key corner are the designer's deft scene transitions, guiding and controlling the spatial rhythm, offering necessary and timely directional awareness.
Strolling through the residential combination of indoor micro-architecture, the ever-changing goods and scenes rush up to meet you, the dynamic effects of ups and downs giving visual interest and pleasure. As the scenes continuously shift and transform, people walk from isolated areas into woven spaces, undergoing a magical wandering journey. The simple grid patterns on the walls perpetually spread, change and meander throughout the space. The landscape constantly extends forward, forming tractional dynamic lines and an exploratory process, as well as adding a touch of amusing ritualistic sense, all for the purpose of arriving at the encounter with favored living scenarios and a sense of comfort.
The anticipation for life gradually emerges on the black-and-white grid, unfolding in space, with imaginative colors frozen in frames. The mirrored ceiling stretches the visual and sensory dimensions, blurring the boundaries between the fantastic sense of reversal and the objective world. The three-dimensional ‘residence’ presents a magical sense of another world, providing a stage for immersive interactive performances that feels both real and illusory. This is the dreamland of life, where rich and colorful plots unfold, different segments of life flash back around us, allowing us to immerse ourselves in and experience the free and romantic life scene, sparking beautiful imaginations of future life.
