DEEP BREATH has unveiled a new flagship store in Guangzhou. The brand has been devoted to crafting comfortable cashmere wear. In response, say traced the origin of cashmere, drawing inspiration from nature’s purity and breathability of cashmere. This essence was translated into the spatial language of the store, creating an ethereal “Breathborne Hill”.
The wooden handles at the entrance are textured with gentle folds, as the scroll unfurls the narrative of hills, where the exploration of nature starts. The display racks and experiential spaces interweaved, while undulating curves enclosed the fitting area, the outer folded texture, mimicking scattered haystacks across a natural landscape. The rolling panels enhanced spatial rhythm, while the patterned floor tile resembled the crotched stone clusters, creating an organic and engaging visual experience.
The meandering wooded dropped ceiling simulates a hilly landform, flowing rhythmically and wrapping the upper perimeter of the space. The entire structure is recessed into the wall, with a cantilever design ensuring a clean presentation. The perforated ceiling appears light and breathable, evoking a sense of effortless movement. The walls are designed to display cashmere products, the surface is adorned with the delicate texture of knitted wool-an architectural language of warmth and softness. Fine leather is wrapped in the centre core display, offering protection and a heightened tactile experience for customers.
The structure of hills is light and rolling, ethereal materials matched with low-saturation colours, achieved a gentle, tactile quality. The bright and open façade framed the interior like a canvas, enclosing the space making contrast with the urban hustle and pretenciousness of the shopping mall. Inside the picture frame, organic wood and airy ambiance marinade a calming retreat.
Say aims to amplify the brand’s value of lightness and calming feelings tangibly and intuitively. The expression of this “hill” goes beyond its physical form. It blends the well-curated sensory experience into the shopping experience, infusing air into the space, and allowing customers to engage with the ecological narrative, where they can feel the essence of the brand and take a deep breath.
Team:
DEEP BREATH Guangzhou Flagship Store
Owner: DEEP BREATH
Design Company: say architects
Partner In Charge: Zhang Yan, Shan Jianan
Team: Zhou Yao (Project Manager), Deng Qing
Photography: Wang Minjie
Lighting Consultation: Hangzhou Light Track Lighting Design Co., Ltd.
Structural Design: XTRUCINSTITUTE
Furniture Supply: Frank Chou
