In 1993, amid the gradual opening-up of China, a shift in the socio-economic context, people's clothing preferences transitioned from the traditional "Three Olds" (Zhongshan suit, military uniform, and people's suit, collectively known as the "Three Olds" in clothing) towards the internationally integrated domain of suits. This sparked a wave of clothing revolution, coined by some scholars as the "Suit Fever of the 90s." It was against this backdrop that KALTENDIN was founded.
With the development of the times, the brand has witnessed and actively participated in the transformation of urban life—building upon a foundation of timeless and classic clothing styles, continually refining tailored cuts to suit the body shapes of individuals in the East. On the occasion of its 30th anniversary, as a crucial component of its image upgrade, KALTENDIN has invited MOC to create an entirely new standard for its store identity.
KALTENDIN epitomizes the fusion of modern elegance and exquisite Oriental essence. MOC aims to express the brand's commitment to integrating Eastern and Western wisdom in the spatial design.
The spatial layout starts with the symmetrical aesthetics of the East. The overall facade is adorned with gray tuff representing the soul of ancient Roman architectural artistry.
The designer infuses Eastern qualities into the contemporary tone, resulting in the creation of a brand-specific aesthetic language through the fusion of Eastern and Western cultures.
Under the backdrop of elegance, the designer draws inspiration from the refined charm of traditional cultural scenes, using the "screen" as a framework for product displays. The meticulous proportion divisions and perfect details contribute to a thoughtful and rigorous design style.
The enclosed resting area formed by the screens also subtly incorporates Eastern aesthetic nuances. In the practical implementation of the project, the "screen" is regarded as a symbol of culture, reflecting the wisdom of Eastern philosophy that emphasizes moderation in all things.
A tea counter is set on one side of the space, integrating design elements from Western-style islands. The traditionally steady and robust Chinese tea counter takes on a more contemporary look, while retaining an Eastern Zen ambiance.
The high couture area establishes a poised ambiance with a deep blue carpet, while classic furniture and wooden ceilings collaboratively create an elegant atmosphere.
Within this area, the designer revisits the concept of customization, using the scale of a ruler as an element to craft a bespoke wall. This presentation showcases a meticulous and sophisticated elite quality.
