s.n.d. fashion store, based in the Chongqing World Financial Center, China is without doubt one of the most breathtaking stores that we have ever had the pleasure of finding.
It has to be said that its beauty lies in this simplicity. The ceiling says it all! So often stores are over stocked, or over complicated, even if they are design led. In this new store product, shopfitting, props and accessories are minimal and what is instore is stylish in design and uncomplicated – perhaps exactly what you would expect from a leading, contemporary Chinese fashion emporium.
The intention was to create a space that allowed the customer to shop unhindered and so the idea of creating an incredible structure hung from above, that also served as a clothes rail, was born. Chief architect, Francesco Gatti of 3Gatti explains, “We started thinking about a sort of elastic ceiling, being pulled down by the weight of various objects and hanging everything from the ceiling – thus moving out of the way the furniture and items to be sold, so that all the floor space could be free for customers to circulate.” Light reflects around the incredible ceiling structure, bouncing backwards and forwards illuminating the entire store and its products from above.
Small yet perfectly formed, s.n.d.’s new store is also a feat of modern technology. For its fabulous, undulating, pristine, white ceiling, that is the focal point of this artful store, is made of literally thousands of precision cut pieces of fibreglass. Selected for its fire resistance, rather than its aesthetics, this feather light material made suspension practical and easy, whilst its translucent quality gives the space an ephemeral feel. Gatti talks us through the design process, “We used a software programme to simulate the physics of real materials. The computer calculated the sinuous, cave-like lines of the interior and the size and shapes of the 10,000-plus elements needed to create it. The resulting file allowed contractors to cut the huge number of pieces by machine in record time. Thank God for technology, it helped both designers and contractors.”
Once shaped and cut the individual pieces were mounted on parallel bars by means of holes which fit onto rows of rails, allowing easy removal and replacement. The ceiling rises and falls throughout the shop, from front to back mimicking the natural environment outdoors and brings interest and inspiration to customers on their shopping journey.
Clothes are mostly displayed from the suspended rails on either side of the store’s perimeter walls, although items can be displayed individually at any point. Mirrors at the rear of the store further enhance the small space (180 sq m in total), giving it an almost limitless feel and amplifying the ethereal effect. A simple cash desk made from grey felt covered cubes is positioned at the back with further additional grey cubed display tables for accessories and a sofa where customers can sit and reflect. The flooring and walls, which are recycled dark timber, provide a dramatic stage for this fantastic set, creating a stark contrast with the lightness overhead. From the outside nothing obscures your view of this incredible interior – a full glass shopfront with the store’s name embossed onto it welcomes you into this magical emporium.
The overall effect is sublime and very sculptural in its treatment; the store is a wonderful combination of cutting edge technology with a subtle referencing to the natural world. s.n.d. is without doubt the SDEA’s latest and greatest store of the year.
Images courtesy of Shen Qiang
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