The origin of clothing and architecture is to shield and protect human beings. One has the beauty of flow and the other has the beauty of solidification. Both are extensions of human skin and are all about human art. As an emerging local independent designer brand of womenswear, LIULIU MO hopes to integrate its “restraint but ultimate” fashion attitude into a new physical store in the environment of extremely mature e-commerce economy.
PMT Partners was invited to carry out a comprehensive upgrade design for the LIULIU MO’s all-new brand terminal. Designer tried to seek new fashion expressions different from the traditional commercial space by reflecting on the antonymy of human society behind the word “fashion”. As the first store with a new image in Guangzhou OneLink Walk Shopping Mall, PMT Partners sought new fashion expressions different from the traditional commercial space by reflecting on the antonymy of human society behind the word “fashion”.
1. Marker Planning
Analyzing the two art categories of clothing and architecture that both have the social attributes of "human skin extension", it is not difficult to find that there are always many conflicting but in fact closely linked words behind them: industrial and natural, mechanical and handmade, private and exposed, pried into and covered up” and more. These media of "antisense association" of human society can be regarded as "materials" in the creation of clothing art and architectural art. These "materials" in turn express the individual differences and internal structure of human society through color, texture, and modeling.
2.The Tailor
This design abandoned the over-design in visual merchandising in the traditional commercial space of clothing business; instead, it integrated and connected front display, clothing display, fitting room, storage room, cashier and other functions by a streamlined wall. That can be seen as “one-piece” in architectural space. The natural streamlined structure is shaped by such a relatively industrialized method, it is a structural reorganization of the functional layout, which also makes the clothing display area have a more complete and pure display surface, so as to obtain a clearer and more efficient circulation and a larger visual effect.
As for the ceilings, this design boldly used sandalwood red natural stone paint, which made the store stand out in the mall environment with black and white as the main color, impressing passers-by and greatly enhances passenger flow.
3.Buttonholing and Attaching
The buttonholing and attaching in clothing production is the process of assembling buttons and other parts to clothing and making holes. In this design, the designer used industrial materials such as stainless steel, perforated plates, and hollow concrete bricks as the "parts" of space display props. They were spliced and combined with each other in a relatively bare and direct way, assembled into the space. Holes were deliberately cut out at the interface of the props and wall's surface, exposing the sandalwood red natural stone paint inside the wall, thereby magnifying such an industrialized production and assembly process. Through such a "buttonhole" action, the designer hopes that some experiments about human scenes and discussions about "antisense associations" will be left through the details of the meets of different materials.
The holes on the wall and the central perfectly met consumers’ psychological scale of unconscious snooping while picking clothing for themselves
The purpose of this 90 square meters space practice is not intended to seek a specific concept of commercial space, but to lead to thinking and discussion about the "new fashion" and the hidden human relationships behind the fashion.
Project Information
Project Name: LIULIU MO Fashion Retail
Deisgn Firm: PMT Partners Co., Ltd.
Contact E-mail：pmtpartners@163.com
Principal Architects: ZENG zhe, HU yan, ZHAO Weihao
Design Team: ZHOU Ziyue, LU Zeqiang
Architectural Photography: ZENG zhe
Fashion Photography: Sherlock Lau
Fashoin Model: LIU Chang
Engineering & Props Consultant: YI Zhixiong, XU Weijia
Building Area: 90 m2
Completion Year: 2019
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