Song of Song is the luxury
fashion label created by Shenzhen Yinger Group, one of the most important
enterprises in Chinese fashion market. Thanks to its brand development strategy,
and the expansion of its Chinese retail network, it has developed other brands
including YINER, PSALTER and INSUN.Yinger Group appointed
Oobiq Architects to upgrade the retail identity of Song of Song. The original store
image was not too strong, made basically of white wooden panels on the wall, shiny
bright marbles on the floor and simple stainless steel hangers. So the main
target for Oobiq Architects was to think how to use the materials which was
representing the brand but in a new and more interesting way.After the creative process
by Oobiq Architects’ talented design team, a new design born. The white wooden
panels come together with new parts in soft and feminine dark grey velvet,
while a pattern of overlapping rectangles becomes the main decoration of the
shop, a sort of new logo for the company. This decoration also appears on the
background in all shop windows and some areas in the shop. The showcases
present in a minimal structure where the only precious detail is left to the
material. This helps to make more evident on the preciousness of the accessories.
Hangers are still in stainless steel, but it’s designed as a tape embracing the
niches in the wall, which are covered with dark gray velvet. The stainless
steel is applied on the free standing hangers also. A travertine marble in
bright with elegant tones of brown is the material chosen for the floor. The
new concept and the use of materials perfectly show the brand identity, luxury
and elegance.The first store applied Oobiq
Architects’ newly built retail identity opened in Holiday Plaza in Shenzhen,
one of the most popular shopping malls in Guangdong province. The location
chosen by Yinger Group is quite smart, as the long and curved facade helps to promote
the new design of the brand, drawing a lot of attention to the iconic decoration
which has been used to give an identity to the brand.
