SND Chongqing WFC / Various Associates
Photo: URVIRSION CO
A description of the text provided by the architect. Various associates have designed another new concept store for the pioneering multi-brand fashion supplier SND. As a proponent of the new shopping concept, SND does not follow the flow, but rather on a path independent of the secluded path. Its physical store brings avant-garde designs that are not defined by general standards, displays clothes in an artistic way, and injects fresh vitality into the retail sector.
SND’s new facility is located in Chongqing’s most prosperous commercial center, the World Financial Center. The city was called “Mountain City” because it was built on top of a mountain. The complex transportation system and rugged terrain give the city its unique charm. Viaducts play an essential role in the lives of locals, promoting economic development, facilitating connections between regions, as well as promoting the efficient use of vertical space. The existing site is a long and narrow two-story space. Considering Chongqing’s terrain and interesting lifestyle, the design team adopted “fashion under the viaduct” as a design concept and utilized the spatial relationship formed by suspension cables, order and overlapping layers to “fashion show Chongqing unique”. Viaduct “.
Viaduct-style suspended structure language is the core design representation of the entire space
The original long and narrow space was not suitable for retail activities. To give passers-by a panoramic view of the store, the design team chose to take a straight, unblocked circular route 20 meters long and free up the entire space directly. did. The way the products are displayed represents a sense of openness and order, creating the experience of walking under a long viaduct and at the same time providing people with a panoramic view of the store.
The spatial layout is simple, but the suspended panels are over 20 meters long and weigh nearly 10 tons, which is a practical problem. Floating a long and heavy display platform in the air to achieve a delicate balance between strength and lightness was an important challenge, but a breakthrough in core structural design. The designer was inspired by the cable-stayed structure of the suspension bridge. It relies on one central structural column, with long cables supported and pulled diagonally in a triangular way. This is another breakthrough that expresses a unique structural aesthetic.
Suspension cable is under tension
The suspension cable is pulled and secured by an anchor, and the stable triangles show the beauty of the angle and mechanism. The thin suspension cable does not block the line of sight from the outside to the inside, and the service & reception desk and rest area are clearly visible. Therefore, wherever your customers are, you can quickly find them. Ask the clerk for help.
The irregularly shaped seats placed in the rest area are like natural stones on the road. The fitting room doors are finished in the same color around the wall, making them relatively unobtrusive. The space behind the door has a strong contrast with the outside, making you feel like you have stepped into the hole under the bridge. The texture of the smooth material in dark shades softens the space, and the reflection of the mirror creates a mysterious sensation. The small and simple space, complemented by lighting, perfectly expresses the freedom and artistry of design.
The railings on the stairs are inspired by the railings on the mountain roads. The combination of linear shape and stainless steel shows a natural and free posture. The original space inside the elevator is particularly cramped, only 1 meter wide. Designers used mirrored materials and layers of light for visual enhancement. Adds spatial depth and a fantastic touch to it.
The suspended panels combine aesthetics and functionality. The garments are equidistantly hung on stainless steel rails under the display panel. Illuminated clothing sways slightly with the flow of air, exhibiting a dynamic rhythm.
The suspended panels are neatly arranged and each group is fitted with about 200 vertical plates. The top and bottom of all plates emit light, brightening the space in both directions. Lighting outlines the structure. The structure supports the function. And the function supplements the light and the structure in order. They complement each other in the same way they operate mechanical gears.Made to order, dyed The wood grain accessory display stand naturally divides the circulation path. The installation suspended above it combines the functions of lighting and mirrors.
Based on the brand’s culture, spatial attributes, and regional geographic characteristics, Various Associates have extracted and combined various elements to create a whole new retail space. The points, lines, and planes of the space represent the core of the design concept that penetrates the entire space with unified logic. Spatial language, emotions and expressions have always been the focus of Various Associates in design practice.In this project, the team will work on the client’s brand philosophy, function, structure, and It brought artistry to the whole and eventually freed up space through a simple and pure design language.