Add To Collection
Add to Collection
dresscode Floral Concept Store
dresscode Floral Concept Store
Beijing, China
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
View Original
Add To Collection
Add to Collection
dresscode Floral Concept Store
Beijing, China
Firm
Type
STATUS
Built
YEAR
2020
SIZE
0 sqft - 1000 sqft
BUDGET
Undisclosed
Located in one of Beijing’s most artistic neighborhoods, dresscode is unlike any traditional flower shop, treating flowers not as commercial products but as intimate experiences. Our design therefore emphasizes the presence of the flowers and purposely weakens the boundary between people and objects. We hope that visitors feel subjectively engaged at dresscode – that in their spontaneous exchange with flowers, they find sparks and gratification.
Disorganized and limited in size, the venue has an area of merely 60 square meters and poses several design challenges at first sight. The owner, Chinese artist and content creator Jiang Sida, wants his shop to define a more carefree and radical type of aesthetic – or as he describes it, “a new sexy that fetches multiple senses.”
# A SCENTED ART ROOM
Just like how flowers enliven our spiritual world by massaging our physical senses, this scented art room could lead us into an unknown field of commercial spaces.
# A GLOWING BOX
dresscode stands out from its surroundings yet doesn’t intimidate. Whereas the cold-tone metallic storefront outwardly rejects any intimacy, the entrance is irresistibly attractive. Visitors pass through a long and dimly lit corridor before they arrive at the dazzling showroom at the center of the store. By ritualizing their entry, we help visitors get in tune with the emotional progression of the space.
Both the apparently detached look of the store and the dramatic light adjustment inside serve to mobilize the visitors’ interest and creativity as much as possible. These reactions then set the stage for the flowers’ onset.
To further prioritize the flowers, we worked with a limited palette and a narrow selection of materials, in order to maintain a neutral, calm interior look.
Sida believes that the beauty of flowers is transient and ever-fluid. Any encounter with flowers is in itself a fortunate stroke of serendipity. dresscode therefore encourages visitors to cherish every interaction they have with flowers, taking it as a chance of introspection.
Hinging on this principle, we constructed a new “façade” parallel to the corridor and perpendicular to the storefront, as if a box has been placed inside the space. On both the frontage and this new façade, we placed one-way mirrors at eye level, as if a glass ribbon is tied around the box.
Inside, the mirrors bounce light off other reflective surfaces, thereby magnifying the repeatability, asymmetry and playfulness of the space. Outside, it allows passersby to observe the interior, making the store look more approachable.
Given that there is a bar on the second floor of the venue, this “a box inside a box” setup has much practical value, as it effectively separates the entry ways of the two independent spaces and brings order back to the originally chaotic flow.
# HALL OF FLOWERS
Rather than mourning over the withering flowers or meddling with their growth in artificial ways, dresscode is mindful of every stage of the flower life cycle. To meet this end, we borrowed from scenography techniques and fashioned the glowing showroom into a theatrical space.
Having installed a grid system to create spatial order, we placed flowers inside the modular shelving units on the walls, in lieu of using regular vases, and virtually transformed the showroom into a cubic vessel itself. Each unit is playhouse, in which the flower goes through different stages of life while delivering a coded monologue.
In essence, we managed to build an archive for the flowers to exhibit their life course. In the meantime, their beauty is deliberately obscured, as we insulated the flowers behind frosted glass to secure a fine distance between the actors and audience.
To ensure the lighting of the showroom and the shelving units, we turned the walls and the ground into light sources and added spotlights on the ceiling to increase dramatic effect. We also placed moveable platforms in the showroom, which can be rearranged or stacked together, to fulfill various exhibition uses of the space in the future.
Different phases of the flowers translate into different beauty, and these independent moments consist of the “Hall of Flowers” we see. By reintegrating these flowers that were supposed to be recycled or stored away as a part of the exhibition, even as the most important component of the space, we hope to start a conversation about time, nature and life.
Disorganized and limited in size, the venue has an area of merely 60 square meters and poses several design challenges at first sight. The owner, Chinese artist and content creator Jiang Sida, wants his shop to define a more carefree and radical type of aesthetic – or as he describes it, “a new sexy that fetches multiple senses.”
# A SCENTED ART ROOM
Just like how flowers enliven our spiritual world by massaging our physical senses, this scented art room could lead us into an unknown field of commercial spaces.
# A GLOWING BOX
dresscode stands out from its surroundings yet doesn’t intimidate. Whereas the cold-tone metallic storefront outwardly rejects any intimacy, the entrance is irresistibly attractive. Visitors pass through a long and dimly lit corridor before they arrive at the dazzling showroom at the center of the store. By ritualizing their entry, we help visitors get in tune with the emotional progression of the space.
Both the apparently detached look of the store and the dramatic light adjustment inside serve to mobilize the visitors’ interest and creativity as much as possible. These reactions then set the stage for the flowers’ onset.
To further prioritize the flowers, we worked with a limited palette and a narrow selection of materials, in order to maintain a neutral, calm interior look.
Sida believes that the beauty of flowers is transient and ever-fluid. Any encounter with flowers is in itself a fortunate stroke of serendipity. dresscode therefore encourages visitors to cherish every interaction they have with flowers, taking it as a chance of introspection.
Hinging on this principle, we constructed a new “façade” parallel to the corridor and perpendicular to the storefront, as if a box has been placed inside the space. On both the frontage and this new façade, we placed one-way mirrors at eye level, as if a glass ribbon is tied around the box.
Inside, the mirrors bounce light off other reflective surfaces, thereby magnifying the repeatability, asymmetry and playfulness of the space. Outside, it allows passersby to observe the interior, making the store look more approachable.
Given that there is a bar on the second floor of the venue, this “a box inside a box” setup has much practical value, as it effectively separates the entry ways of the two independent spaces and brings order back to the originally chaotic flow.
# HALL OF FLOWERS
Rather than mourning over the withering flowers or meddling with their growth in artificial ways, dresscode is mindful of every stage of the flower life cycle. To meet this end, we borrowed from scenography techniques and fashioned the glowing showroom into a theatrical space.
Having installed a grid system to create spatial order, we placed flowers inside the modular shelving units on the walls, in lieu of using regular vases, and virtually transformed the showroom into a cubic vessel itself. Each unit is playhouse, in which the flower goes through different stages of life while delivering a coded monologue.
In essence, we managed to build an archive for the flowers to exhibit their life course. In the meantime, their beauty is deliberately obscured, as we insulated the flowers behind frosted glass to secure a fine distance between the actors and audience.
To ensure the lighting of the showroom and the shelving units, we turned the walls and the ground into light sources and added spotlights on the ceiling to increase dramatic effect. We also placed moveable platforms in the showroom, which can be rearranged or stacked together, to fulfill various exhibition uses of the space in the future.
Different phases of the flowers translate into different beauty, and these independent moments consist of the “Hall of Flowers” we see. By reintegrating these flowers that were supposed to be recycled or stored away as a part of the exhibition, even as the most important component of the space, we hope to start a conversation about time, nature and life.
Product Spec Sheet
Were your products used?
Join as a manufacturer to add your products.