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THE FRETTE HOUSE
THE FRETTE HOUSE
Shanghai, China
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Other Projects by STILL YOUNG
THE FRETTE HOUSE
Shanghai, China
Founded in 1860 in Monza, Italy, Frette has epitomized the discreet luxury of European lifestyles—a refinement revealed through the intimate encounter between skin and fabric. From the royal chambers of Italy to the Orient Express, from the Ritz Paris to The Peninsula Hong Kong, Frette’s textiles have long accompanied the quiet rituals of everyday living. Recently, this understated elegance finds a new narrative in Shanghai. Nestled within a historic Shikumen building shaded by plane trees, “THE FRETTE HOUSE” concept store unfolds as an Italian-style private residence—a place to wander, to linger, and to immerse oneself.
The century-old house at 472 Jianguo West Road stands as a quiet witness to the city’s history, its brickwork carrying the textured imprints of Haipai culture. Conceived by STILL YOUNG in collaboration with ADS74, Frette’s first global new retail concept store breathes new life into the historic structure. Here, contemporary Italian elegance meets the warmth of local culture, unfolding a new chapter in Frette’s enduring story.
PART 1 “A Home Beyond Home”
Anchored in the concept of “A Home Beyond Home,” STILL YOUNG envisions a spatial prototype that balances sociability, privacy, and respect—a quiet, narrative retreat woven into the urban fabric.
The spatial narrative unfolds through three perspectives: discovering the brand’s heritage, celebrating its time-honored craftsmanship, and pioneering contemporary lifestyles. Motifs and material nuances drawn from Frette’s century-old textile heritage are translated into subtle tactile cues, inviting a deeper sensory connection with the brand.
PART 2 Folded Space
The space is conceived as an extension of fabric itself. Through a choreography of “folded” spatial narratives, the design redefines the boundaries of retail and invites visitors on an immersive journey into private luxury.
PART 3 Sevenfold Rhythms of Home
The idea of “spatial folding” is articulated through a flexible spatial layout. The store weaves together seven distinct zones—each unfolding as a curated domestic scene, composing a journey layered with sensory encounters. Veil-like thread curtains soften boundaries, gently folding and unfolding each scene to balance intimacy and openness, while naturally weaving a fluid, residential-style circulation.
1｜· Brand History
The journey begins with a quiet prologue—a gallery of vintage posters on the left setting the tone. A staircase alcove unfolds like a miniature exhibition, where three digital displays present footage from Frette’s Italian workshops, tracing the brand’s journey from its Monza origins to the present. At the heart of the space, a softly sculpted wooden staircase rises beneath circular pendant lights inspired by Frette’s iconic chain motif—an emblem of time, craftsmanship, and emotional resonance.
2｜· Living Room
Stepping into the “living room” area, visitors feel transported into a welcoming home foyer—a quiet place to pause and rest. Sunlight filters through the floor-to-ceiling window, drawing the greenery of the former French Concession indoors. Cream and wood tones intertwine to create a warm ambience, while generously scaled furnishings bring a relaxed sense of ease.
The shelving integrates textiles and accessories effortlessly into the space. The curved sofa and rug gently draw visitors into a welcoming sense of enclosure, conveying the brand’s warmth and intimacy. Permeable strand curtains delineate a private zone yet allow light to filter through, evoking the relaxed atmosphere of a residential living room. Geometric-patterned textiles define the space’s visual rhythm, with subtle blue accents that resonate with the brand’s visual identity.
3｜· Bedroom
In the bedroom setting, the quiet rituals of early morning at home are distilled into a spatial narrative. The bedding is laid out in soft, lived-in layers, evoking the real moments of everyday life while revealing the fabrics’ softness and tactility. Gentle lighting traces the luster of the fibers, lending the space a sense of warmth and refinement.
4｜· Bathroom & Dressing Room
Adjacent to the bedroom, the bath and dressing areas extend the domestic narrative, evoking the serene ease of a private residence. Textiles, garments, and space blend harmoniously within the open layout, where the shelving introduces a quiet sense of order and balance.
Marble veining meets soft white fabrics, shaping a tranquil corner. Robes, towels, and loungewear are presented with natural elegance, each detail conveying the textile luxury woven into everyday bathing rituals. This area also features the FRETTE TO WEAR collection—silk pajamas, cashmere stoles, and sateen loungewear—extending refined luxury into everyday moments.
5｜· Sample & Bespoke Area
The bespoke area embodies the essence of the brand. The fabric library unfolds as an archive of textile artistry, displaying swatches, embroidery samples, and color palettes that highlight Frette’s refined craftsmanship. Walnut shelving and low cabinetry are sculpted with gentle curves, offering a warm, tactile presence. Layered fabric samples form a three-dimensional textile spectrum, revealing subtle variations in texture at a glance. Customers are invited to browse, touch, and combine textiles, creating solutions tailored to their homes.
6｜· Customization & Reception
In the reception area, Frette continues its tradition of the tray ritual. Visitors are invited to touch the fabrics, discovering their rich textures and the exceptional softness that deepens with every wash. The space encourages a slower pace, reflecting Frette’s ethos of private luxury— where true refinement lies in feeling understood and respected.
7｜· Rest Area & Exhibition
At the end of the journey, an exhibition area distills a century of textile artistry into a tactile showcase of craft. A vintage loom stands beside a daybed, creating a setting for rest, conversation, and quiet reflection. Black-and-white photographs on the wall capture the rhythms of the Monza workshops—loom in motion, artisans at work—displaying the lineage from handwoven heritage to refined contemporary living.
The material palette emphasizes natural warmth and tactility. Warm walnut, soft wall textiles, thread curtains, and contemporary resin enrich the tactile experience. A chain motif appears throughout—in the circular pendant lights and gently curved furnishings—serving as a symbol of history and a subtle metaphor for the brand’s spirit.
From bed linens to a woven dialogue of time and space, THE FRETTE HOUSE offers a contemporary interpretation of “Private Luxury” through spatial storytelling, unveiling a vision of future living. More than a retail destination, it becomes a place where the brand’s values take tangible form. Visitors are invited to slow their pace, to listen to the quiet breath of fabric, and to feel the warmth of craftsmanship—an unhurried narrative of living, quietly woven into THE FRETTE HOUSE.
Project Information
Project Name: THE FRETTE HOUSE
Project Area: 117 m²
Completion: September 2025
Design Firms: STILL YOUNG & ADS74
Instagram: https://www.instagram.com/stillyoung369/
Design Directors: ERIC.CH, VIVI LI
Design Team: VALEN WANG, SEAN LIU, ETHAN LI, JAKE ZHANG, CHANCE CHEN, TOM GONG, JEFF WANG
Photography: Yuuuun Studio
Video: https://youtu.be/xnT9z9BJ3Ig
The century-old house at 472 Jianguo West Road stands as a quiet witness to the city’s history, its brickwork carrying the textured imprints of Haipai culture. Conceived by STILL YOUNG in collaboration with ADS74, Frette’s first global new retail concept store breathes new life into the historic structure. Here, contemporary Italian elegance meets the warmth of local culture, unfolding a new chapter in Frette’s enduring story.
PART 1 “A Home Beyond Home”
Anchored in the concept of “A Home Beyond Home,” STILL YOUNG envisions a spatial prototype that balances sociability, privacy, and respect—a quiet, narrative retreat woven into the urban fabric.
The spatial narrative unfolds through three perspectives: discovering the brand’s heritage, celebrating its time-honored craftsmanship, and pioneering contemporary lifestyles. Motifs and material nuances drawn from Frette’s century-old textile heritage are translated into subtle tactile cues, inviting a deeper sensory connection with the brand.
PART 2 Folded Space
The space is conceived as an extension of fabric itself. Through a choreography of “folded” spatial narratives, the design redefines the boundaries of retail and invites visitors on an immersive journey into private luxury.
PART 3 Sevenfold Rhythms of Home
The idea of “spatial folding” is articulated through a flexible spatial layout. The store weaves together seven distinct zones—each unfolding as a curated domestic scene, composing a journey layered with sensory encounters. Veil-like thread curtains soften boundaries, gently folding and unfolding each scene to balance intimacy and openness, while naturally weaving a fluid, residential-style circulation.
1｜· Brand History
The journey begins with a quiet prologue—a gallery of vintage posters on the left setting the tone. A staircase alcove unfolds like a miniature exhibition, where three digital displays present footage from Frette’s Italian workshops, tracing the brand’s journey from its Monza origins to the present. At the heart of the space, a softly sculpted wooden staircase rises beneath circular pendant lights inspired by Frette’s iconic chain motif—an emblem of time, craftsmanship, and emotional resonance.
2｜· Living Room
Stepping into the “living room” area, visitors feel transported into a welcoming home foyer—a quiet place to pause and rest. Sunlight filters through the floor-to-ceiling window, drawing the greenery of the former French Concession indoors. Cream and wood tones intertwine to create a warm ambience, while generously scaled furnishings bring a relaxed sense of ease.
The shelving integrates textiles and accessories effortlessly into the space. The curved sofa and rug gently draw visitors into a welcoming sense of enclosure, conveying the brand’s warmth and intimacy. Permeable strand curtains delineate a private zone yet allow light to filter through, evoking the relaxed atmosphere of a residential living room. Geometric-patterned textiles define the space’s visual rhythm, with subtle blue accents that resonate with the brand’s visual identity.
3｜· Bedroom
In the bedroom setting, the quiet rituals of early morning at home are distilled into a spatial narrative. The bedding is laid out in soft, lived-in layers, evoking the real moments of everyday life while revealing the fabrics’ softness and tactility. Gentle lighting traces the luster of the fibers, lending the space a sense of warmth and refinement.
4｜· Bathroom & Dressing Room
Adjacent to the bedroom, the bath and dressing areas extend the domestic narrative, evoking the serene ease of a private residence. Textiles, garments, and space blend harmoniously within the open layout, where the shelving introduces a quiet sense of order and balance.
Marble veining meets soft white fabrics, shaping a tranquil corner. Robes, towels, and loungewear are presented with natural elegance, each detail conveying the textile luxury woven into everyday bathing rituals. This area also features the FRETTE TO WEAR collection—silk pajamas, cashmere stoles, and sateen loungewear—extending refined luxury into everyday moments.
5｜· Sample & Bespoke Area
The bespoke area embodies the essence of the brand. The fabric library unfolds as an archive of textile artistry, displaying swatches, embroidery samples, and color palettes that highlight Frette’s refined craftsmanship. Walnut shelving and low cabinetry are sculpted with gentle curves, offering a warm, tactile presence. Layered fabric samples form a three-dimensional textile spectrum, revealing subtle variations in texture at a glance. Customers are invited to browse, touch, and combine textiles, creating solutions tailored to their homes.
6｜· Customization & Reception
In the reception area, Frette continues its tradition of the tray ritual. Visitors are invited to touch the fabrics, discovering their rich textures and the exceptional softness that deepens with every wash. The space encourages a slower pace, reflecting Frette’s ethos of private luxury— where true refinement lies in feeling understood and respected.
7｜· Rest Area & Exhibition
At the end of the journey, an exhibition area distills a century of textile artistry into a tactile showcase of craft. A vintage loom stands beside a daybed, creating a setting for rest, conversation, and quiet reflection. Black-and-white photographs on the wall capture the rhythms of the Monza workshops—loom in motion, artisans at work—displaying the lineage from handwoven heritage to refined contemporary living.
The material palette emphasizes natural warmth and tactility. Warm walnut, soft wall textiles, thread curtains, and contemporary resin enrich the tactile experience. A chain motif appears throughout—in the circular pendant lights and gently curved furnishings—serving as a symbol of history and a subtle metaphor for the brand’s spirit.
From bed linens to a woven dialogue of time and space, THE FRETTE HOUSE offers a contemporary interpretation of “Private Luxury” through spatial storytelling, unveiling a vision of future living. More than a retail destination, it becomes a place where the brand’s values take tangible form. Visitors are invited to slow their pace, to listen to the quiet breath of fabric, and to feel the warmth of craftsmanship—an unhurried narrative of living, quietly woven into THE FRETTE HOUSE.
Project Information
Project Name: THE FRETTE HOUSE
Project Area: 117 m²
Completion: September 2025
Design Firms: STILL YOUNG & ADS74
Instagram: https://www.instagram.com/stillyoung369/
Design Directors: ERIC.CH, VIVI LI
Design Team: VALEN WANG, SEAN LIU, ETHAN LI, JAKE ZHANG, CHANCE CHEN, TOM GONG, JEFF WANG
Photography: Yuuuun Studio
Video: https://youtu.be/xnT9z9BJ3Ig
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