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M·A·C ART CHAMBER
M·A·C ART CHAMBER
Nanjing, China
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Other Projects by X+LIVING
M·A·C ART CHAMBER
Nanjing, China
Beauty is never something that floats; it is always a directional force.
Visual stimulation is instinctive, yet it can trigger profound psychological feedback—perhaps a sense of relaxation that comes from being understood, an urge to express oneself, or a confirmation of one's current identity. Beauty is an awakening mechanism that reconnects people with their own feelings.
When I encountered the M·A·C Cosmetics, I felt a very natural sense of identification. The “limitless self-expression” that M·A·C Cosmetics advocates is actually in line with my design philosophy. Whether it is design or a beauty brand like M·A·C Cosmetics, we are not creating some kind of “standardized beauty.” Instead, we are trying to convey an attitude, a philosophy, and a right to self-identity and free choice. This very notion is the “power of beauty” that I understand and have always believed in.
——Li Xiang
This is the first time designer Li Xiang has engaged with a beauty art brand, and it is also M·A·C Cosmetics's first global art flagship store. Invited by M·A·C Cosmetics, the designer set out to rethink the unique spatial art of M·A·C Cosmetics by completely subverting and innovating the brand's store visual identity. This is an unprecedented renovation plan that takes into account the visual display of a vast product library, the creation of a groundbreaking spatial experience, and the integration of the brand's cultural DNA.
Ultimately, the M·A·C ART CHAMBER at Nanjing Deji Plaza was successfully launched. Coinciding with the 20th anniversary of M·A·C Cosmetics's entry into the Mainland China market, and given the store's consistently strong sales performance in the Mainland market, coupled with Deji Plaza's deliberate cultivation of an artistic ambiance, it was only natural that the first space renovation would be located here.
It is one conceptual branch of an integrated solution, with the piano as the design starting point. It will serve as the first movement of a serialized concept and take the stage first.
Musical Art: The Foundation of Conceptual Construction
From the ritual drumbeats of African tribes to the golden halls of Vienna, from the impromptu humming of street performers to the precise harmonies of concert halls, music has always been a universal decoder of emotions across time and space.
In the visual upgrade of M·A·C Cosmetics' Nanjing Deji store, Li Xiang, founder&chief designer of X+Living, have chosen "musical art" as the design motif for the commercial space, echoing the brand's inherent artistic nature in its DNA (Makeup·Art·Cosmetics). This choice is based on the transcultural emotional consensus that music, as a universal language, possesses aesthetic value and perceptual methods that are universally appealing.
Sound Emerges from Form: Stepping into the Realm of Expression
Designers have translated the abstract essence of music into a tangible spatial aesthetic, utilizing deconstructivist techniques to convert the complex structure of the piano into a spatial narrative that embodies the brand's spirit. When the classical instrument is stripped of its ornate exterior, its exposed strings, action mechanism, and escapement are enlarged and reconfigured into a visually ordered matrix.
The entire store appears as if carved out from the orderly elements of a piano. As people step inside, they feel as if they are entering the interior of a giant piano. The main visual facade of the store integrates the geometric language of classic bullet lipstick and monochromatic eyeshadow products into this mechanical array, combined with the M·A·C Cosmetics logo, creating a symbolic system with a distinctive brand DNA.
Audiovisual Tactility: A Symphonic Display Between the Keys
At the entrance, the form of a grand piano has been deconstructed into a signature display fixture for the store. The white keys, symbolizing the natural musical scale, establish the foundational framework of the melody, while the black keys, representing semitones, introduce complexity and depth to the harmonic structure. Designers have reimagined the display logic: the brand's iconic black tube lipsticks are arranged on white platforms, evoking the idea that lipsticks, like the main melody in daily life, bring richness and variety through their diverse colors, much like chords in a musical composition.
This transforms the M·A·C Cosmetics color family into a visual spectrum—similar to how the chromatic scale offers endless possibilities in music, the brand creates a "color symphony" through its products, crafting unique aesthetic variations for each individual. This architectural reinterpretation of conceptual elements essentially establishes a brand experience paradigm where "space becomes the instrument." As consumers navigate the artistic display platforms, selecting products, they resemble composers weaving intricate harmonies with their fingertips on piano keys, with each product interaction becoming an impromptu creation of an aesthetic melody.
Sonic Light and Electric Color: The Rhythm of Function and Perception
The Infinite Fantasy Backstage uses a segment of piano mechanical structure suspended from the ceiling as a narrative thread to guide customers' exploratory paths. The integrated makeup stations located at the four corners, modeled after the product packaging, cleverly incorporate openable mirrored cabinets and pull-out makeup chairs. The flexible design with variable configurations allows the space to seamlessly switch between artistic display and commercial activities. The lighting system shifts through a spectrum of colors, creating a visually rhythmic dynamic. Color takes on the role of a director, shaping the scene's atmosphere and evoking a sense of ever-flowing, fashion-infused energy.
This is a boundary-breaking experiential space co-created by M·A·C Cosmetics and X+Living—where every makeup trial is a prelude to self-awakening, and every lip color application is a note of a personality declaration. Just as music can reach the soul without translation, this "Cosmetic Symphony Hall" constructed with mechanical poetics reinterprets the brand manifesto through spatial language: the right to beauty should flow as freely as music.
Visual stimulation is instinctive, yet it can trigger profound psychological feedback—perhaps a sense of relaxation that comes from being understood, an urge to express oneself, or a confirmation of one's current identity. Beauty is an awakening mechanism that reconnects people with their own feelings.
When I encountered the M·A·C Cosmetics, I felt a very natural sense of identification. The “limitless self-expression” that M·A·C Cosmetics advocates is actually in line with my design philosophy. Whether it is design or a beauty brand like M·A·C Cosmetics, we are not creating some kind of “standardized beauty.” Instead, we are trying to convey an attitude, a philosophy, and a right to self-identity and free choice. This very notion is the “power of beauty” that I understand and have always believed in.
——Li Xiang
This is the first time designer Li Xiang has engaged with a beauty art brand, and it is also M·A·C Cosmetics's first global art flagship store. Invited by M·A·C Cosmetics, the designer set out to rethink the unique spatial art of M·A·C Cosmetics by completely subverting and innovating the brand's store visual identity. This is an unprecedented renovation plan that takes into account the visual display of a vast product library, the creation of a groundbreaking spatial experience, and the integration of the brand's cultural DNA.
Ultimately, the M·A·C ART CHAMBER at Nanjing Deji Plaza was successfully launched. Coinciding with the 20th anniversary of M·A·C Cosmetics's entry into the Mainland China market, and given the store's consistently strong sales performance in the Mainland market, coupled with Deji Plaza's deliberate cultivation of an artistic ambiance, it was only natural that the first space renovation would be located here.
It is one conceptual branch of an integrated solution, with the piano as the design starting point. It will serve as the first movement of a serialized concept and take the stage first.
Musical Art: The Foundation of Conceptual Construction
From the ritual drumbeats of African tribes to the golden halls of Vienna, from the impromptu humming of street performers to the precise harmonies of concert halls, music has always been a universal decoder of emotions across time and space.
In the visual upgrade of M·A·C Cosmetics' Nanjing Deji store, Li Xiang, founder&chief designer of X+Living, have chosen "musical art" as the design motif for the commercial space, echoing the brand's inherent artistic nature in its DNA (Makeup·Art·Cosmetics). This choice is based on the transcultural emotional consensus that music, as a universal language, possesses aesthetic value and perceptual methods that are universally appealing.
Sound Emerges from Form: Stepping into the Realm of Expression
Designers have translated the abstract essence of music into a tangible spatial aesthetic, utilizing deconstructivist techniques to convert the complex structure of the piano into a spatial narrative that embodies the brand's spirit. When the classical instrument is stripped of its ornate exterior, its exposed strings, action mechanism, and escapement are enlarged and reconfigured into a visually ordered matrix.
The entire store appears as if carved out from the orderly elements of a piano. As people step inside, they feel as if they are entering the interior of a giant piano. The main visual facade of the store integrates the geometric language of classic bullet lipstick and monochromatic eyeshadow products into this mechanical array, combined with the M·A·C Cosmetics logo, creating a symbolic system with a distinctive brand DNA.
Audiovisual Tactility: A Symphonic Display Between the Keys
At the entrance, the form of a grand piano has been deconstructed into a signature display fixture for the store. The white keys, symbolizing the natural musical scale, establish the foundational framework of the melody, while the black keys, representing semitones, introduce complexity and depth to the harmonic structure. Designers have reimagined the display logic: the brand's iconic black tube lipsticks are arranged on white platforms, evoking the idea that lipsticks, like the main melody in daily life, bring richness and variety through their diverse colors, much like chords in a musical composition.
This transforms the M·A·C Cosmetics color family into a visual spectrum—similar to how the chromatic scale offers endless possibilities in music, the brand creates a "color symphony" through its products, crafting unique aesthetic variations for each individual. This architectural reinterpretation of conceptual elements essentially establishes a brand experience paradigm where "space becomes the instrument." As consumers navigate the artistic display platforms, selecting products, they resemble composers weaving intricate harmonies with their fingertips on piano keys, with each product interaction becoming an impromptu creation of an aesthetic melody.
Sonic Light and Electric Color: The Rhythm of Function and Perception
The Infinite Fantasy Backstage uses a segment of piano mechanical structure suspended from the ceiling as a narrative thread to guide customers' exploratory paths. The integrated makeup stations located at the four corners, modeled after the product packaging, cleverly incorporate openable mirrored cabinets and pull-out makeup chairs. The flexible design with variable configurations allows the space to seamlessly switch between artistic display and commercial activities. The lighting system shifts through a spectrum of colors, creating a visually rhythmic dynamic. Color takes on the role of a director, shaping the scene's atmosphere and evoking a sense of ever-flowing, fashion-infused energy.
This is a boundary-breaking experiential space co-created by M·A·C Cosmetics and X+Living—where every makeup trial is a prelude to self-awakening, and every lip color application is a note of a personality declaration. Just as music can reach the soul without translation, this "Cosmetic Symphony Hall" constructed with mechanical poetics reinterprets the brand manifesto through spatial language: the right to beauty should flow as freely as music.
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