It Michaa Flagship Store, Shanghai

High fashion and interior design had enjoyed close relation throughout history. However, the role of interior design as an agent for identifying the brand image has emerged to be more important nowadays with the advent of many fashion statements and choices. For this fashion brand already well established in Korea, opening a flagship in China meant reconfiguring a new brand identity to face the younger and broader pool of consumers in a drastically different kind of market.

The architect and fashion designers came up with the concept of “Renovated living Room” that implicitly pronounces domesticity in its commercial design by borrowing the architectural language of warm modernism. The traditional moldings are flattened down to provide a backdrop texture to a more capricious and rhythmic layers of rectangular frames that defies the classical order that they are juxtaposed upon. The result is a modern space that sets itself on the ground of tradition well defined through series of datum lines