Seemingly out of nowhere, LOOKNOW is popping up in every trendy shopping centers of all major cities in China. The Chengdu store, designed by SuperCloud Studio in cooperation with visual team Network Party and lighting consultant Lumia Lab, quickly climbed up as the most popular clothing store on Dianping, a Chinese alternative to Yulp.
As written by Walter Benjamin in his The Work of Art in the Age of Mechanical Reproduction , ‘Unapproachability is indeed a major quality of the cult image. True to its nature, it remains “distant, however close it may be.”‘. We pictured LOOKNOW Chengdu as something that landed from outer space, and here distance meets closeness, eternity meets transient. Ralph Lauren once said, I don't design clothes, I design dreams. And we designed a dream house for fashion.
We believe that new retail spaces should be imaginative as we speak a lot about experiences. In this case we set our mission to explore the relationship between the transient and the timeless, and transport the shoppers to experience fashion elsewhere. The exploration is also a response to how we consume fashion in a much faster way nowadays.
In the LOOKNOW Chengdu store, we emphasized the design language of space-time, physical and abstract. The distant interstellar images of the Moon and Mars are finally constructed with physical materials such as cement, rammed earth, metal, etc. The experience is surreal, and the touch is real.
LOOKNOW is an interstellar energy field. In an abstract and materialized way, we use four sets of devices to connect in series to a relatively constant place. The tide flows through it like water, endless, becoming a real trend in communicating with people and encounters. Public space for interaction.