(SO)What Chengdu

Various Associates | Chengdu, China

(SO)What showroom, Chengdu
(SO)What showroom, Chengdu

For this iconic fashion boutique based in Chengdu, Various Associates turned to the Shu Opera culture in Chengdu for inspiration and took “stage” as the design concept.

(SO)What showroom, Chengdu

Without barriers at the front, the square double-height facade houses a dynamic ‘stage’ that integrates modern technology and dramatic tension, offering customers and pedestrians alike multi-sensory immersive spatial experiences.

(SO)What showroom, Chengdu

The design team removed the original enclosed facade to maximize the display surface and brought in a giant suspended rotating screen which is like the stage background of a play that can change freely.

(SO)What showroom, Chengdu

The screen structure can rotate 180 degrees horizontally and move vertically with electric control. Suspended in the air, the giant screen can shift the scenes according to different spatial atmosphere, music and brand elements, and can convey changeable and magical dramatic effects.

(SO)What showroom, Chengdu

The light and colors on the display screen are reflected on the stainless-steel clothes rails, which are equipped with light sources, showing harmonious coexistence and interactions of different elements.

(SO)What showroom, Chengdu

The pure, endless and multi-layer black is another highlight of the entire space. The black tone makes colors and coloured objects exceptionally clear and vivid in the space. The second floor is in fact a black spatial realm, with the wavy black interior surfaces recalling stage curtains.

Photo © URVIRSION CO. / Zheng Fang, Tang Cao

(SO)What showroom, Chengdu