Project Name
HEIKE fashion brand concept storePosted in
Retail, Interior DesignLocation
Design Studio
AN Interior Design Co.Area (sqm)
200Client
Laohei fashion design studioCompleted
October 2015Detailed Information | |||||
---|---|---|---|---|---|
Project Name | HEIKE fashion brand concept store | Posted in | Retail, Interior Design | Location |
Hangzhou
China |
Design Studio | AN Interior Design Co. | Area (sqm) | 200 | Client | Laohei fashion design studio |
Completed | October 2015 |
The "main character" of this striking assemblage is an enormous black wedge coated with a finishing of black marble dust which is seemingly precariously balanced on a selection of cones - think enormous ice cream cones with the tips cut off. This black wedge is also the space’s life-force, concealing within it not just the staircase that leads up to the store, but also its fitting room and stock areas, thereby masquerading the commercial elements of running a boutique behind artistry.
The store space surrounding the Black Cant also reflects the industrial, pared back elements as well as the play between matte and gloss that define Laohei's aesthetic - the rough cement walls and ceiling are juxtaposed by the polished floor, the shiny steel window frames and the mirrors placed throughout to lead to the feeling that their role is a supporting one to the central figure. Even the garments hanging from polished, aluminum racks around the circumference of the space seem to have been placed there in order to enhance the importance of the Black Cant and not the other way around.
Fittingly, AN Design describes HEIKE as "a poetic conceptual and spatial experiment to create an innovative example of interior design for an independent fashion brand," and they seem to have succeeded in creating the perfect black, blank canvas through which to convey the aesthetic simplicity and constructive complexity hidden within the garments themselves.