An iconic fashion boutique in Chengdu, The (SO)What brand advocates for the unrestrained and independent character of the contemporary female. Various Associates focused on the expression and reinterpretation of the unique local cultural context, turning to the renowned opera culture of Chengdu.
Facing a street with a steady stream of pedestrians, the double-height façade offers direct views into the store. Optimizing these views and sense interaction, Various Associates took the idea of ‘Stage’ as the core design concept, maximizing the site to construct a dynamic stage that integrates modern technology with dramatic tension. The result is a multi-sensory, immersive spatial experience.
The design intention of the façade is to capture the attention of passersby at a glance. As such, Various Associates removed the original enclosed façade to maximize the display surface and brought in giant suspended rotating screens.
The suspended rotating laminate panels weigh over 7 tons and provided a great challenge in terms of lightly suspending the structure while ensuring flexibility and multiple rotation possibilities for the screens. After communicating with various professional teams, Various Associates eventually realized a screen structure that can rotate 180 degrees horizontally and move vertically with electric control. Multiple angles of inclination are combined, resulting in a distinctively intuitive experience of space.
Below the laminated panels, suspended stainless-steel clothes rails are equipped with lighting. The height of the rails can be freely adjusted based on the height of the panel.
Clothes hung on the stage sway gently as customers walk by with the lights and colours of the display screen reflecting off the stainless-steel clothes rail, showcasing a harmonious coexistence of interactions between different elements.
Inside, the unique structure and circulation of the main space enable diversified spatial functions, thus making it easy for a flexible shift between different functions. The cool and fashionable spatial atmosphere is reinforced with a strong contrast of white and black hues, and giant screens throughout that interpret the ethos of the brand.
An accessory counter seems to float in the air, naturally dividing customers and service staff circulation paths. A mirrored lighting fixture above highlights the delicate accessories while also reflecting the countertop and drawing customers’ sightline.
A staircase leading upwards is likewise black and white, adding a strong sense of layering and contrast of brightness and darkness. Cool lighting and strip structures on the ceiling reveal a balance between function and atmosphere with pure white light guiding customers.
The second-floor design follows the storyline of the ‘Stage’ with wavy black interior surfaces that recall a stage curtain. At a multi-functional accessory counter, the wavy panels can be opened and closed freely like stage curtains, allowing the space to flexibly shift between different functions such as display and storage. Mirrored shelves suspended in the black background have rich layers of light and shadow, shining on the black ’waves’ to create gentle, changeable and exquisite visual effects.
