Minimalist Chinese women’s wear brand Geijoeng has opened a concept store in Shenzen by , with interiors that explore interactivity between materials, fabrics, and effects of light transmission such as refraction and reflection. The 120sqm space plays off the richly textured, heavy textiles used by Geijoeng such as silk, wool, cashmere, and velvet.
Studio 10 set out to create”rich spatial hierarchy and ghostly spatial dimensions that coincides with Geijoeng’s minimalist and euphoric essence while contrasting with their Fall/Winter Collection,” explain the designers.
The display window and corridor entrance are paved with , giving a reflective effect that enhances Geijoeng’s signature muted green paint colour. Translucent materials are layered throughout the store, combined with mottled green elements such as marble plinths and a velour curtain made from a textile designed by for .
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A dropped, mirrored ceiling enhances compositions and projections throughout the space. Glass-lined walls are backed with a silver mirrored material, allowing hints of green to refract and reflect throughout the interior. In the centre of the store, a fitting room is enclosed by an acrylic tube, evocative of a stage. The green velour curtain hangs for both privacy and to exude a performance-like quality, creating a theatrical impact when the fitting room is entered and exited.
All clothing is hung on a system of custom-frosted acrylic rods, connected by silver scaffolding and metal joints that are adjustable and adaptable. The rods are set in green marble bases, each of which varies in size and height depending on their functionality. Some double as display stands, benches or storage platforms. Floors are paved with custom grey terrazzo, embedded with large dark green and white marble aggregate that embody the brand’s craftsmanship and tonality.
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