VeVelte Designer Brand Collection Store, which gathers many trend-setting quality brands, including the works of China's emerging fashion designers, hopes to promote Chinese design to a broader stage in the world.
Tens Atelier was invited to create a new image for the VeVelte store in Yintai Center. As Yintai Center is a high-end shopping mall in Hefei, VeVelte hopes that this store will not only serve as a showcase for the brand's image, but also as a gathering place for VIP members to gather in a salon, thus enhancing the interaction and connection between the brand and consumers.
Due to the constraints of the site, there is a large smoke pipe blocking the view near the entrance of the store, and there are many original structural columns in the store which are arranged in a very irregular way. We proposed the concept of "boulder", hoping that the form of "boulder" can guide the customer's view and flow of people, and at the same time, we can use the characteristics of "boulder" to reduce the presence of columns in the space. In addition, the "boulder" form also helps to separate the store space into different brand display and functional areas, optimizing the use of space and experience.
"The metaphorical character of stone is embodied by the space”, i.e. the intention of the stone is conveyed by the feeling that the space brings to people. In the design of this space, what we seek is not to bring the natural stone into the space directly, but to refine the abstract geometrical form through the metaphor of the stone form, so as to build a space identity in line with the characteristics of the VeVelte. This approach allows the abstract concept of stone to be closely integrated with the VeVelte, conveying the metaphorical meaning of stone through the spatial experience.
Considering that each brand will have a new theme in different seasons, the display of the space also needs to meet the needs of frequent turnover. We chose a uniform warm yellow as the overall color. At the same time, we left the walls white for display and posters to maintain the flexibility and adaptability of the space.