CHEUNGVOGL              

Cheungvogl Architects Hong Kong Aesop LAB Lane Crawford Queensway Plaza

Aesop, LAB, Lane Crawford, Queensway, Hong Kong
Year: 2012
Main Use: Retail
Site Area: 25 sqm
Bldg. Area: 25 sqm
GFA: 25 sqm
Storeys: 1

Cheungvogl created a cycle of concept case studies for the renowned Australian brand Aesop, in which eleven installations, signature stores and concept stores across Asia and Europe have evolved.  Although each design is unique in its approach, materiality and character, the design rationale is consistently grounded in rigorous analysis of the brand’s philosophy and customer engagements with the brand’s sophisticated product range.

 

 

 

Cheungvogl Architects Hong Kong Aesop LAB Lane Crawford Queensway Plaza

The case studies explicitly focus on the integration, interaction and communication aspects between humans and objects. The spatial organizations, operational characters and material palettes within the spaces are all directly responding to the holistic design thinking and adaptation of specific requirements within each given contextual environment.  Across the eleven case studies, the projects are inter-linked with the intention to strengthen the synergies between the architecture, the brand and the site context. The outcome of rationalization and simplification of the design thinking results in a series of timeless, functional and commercially successful spaces.

Cheungvogl was commissioned to formulate a design language for a ‘Core Design System’ to be installed at Aesop LAB, Lane Crawford, Queensway Plaza, Hong Kong. This design system will work as a guideline for Aesop to inform and rationalize key modules that can be utilized and implemented in other similar contextual environments across Asia. Cheungvogl develops and rationalizes the concept of a ‘Modular System’, deriving from a series of rigorous analysis and research of the brand’s philosophy and core values, which include analytical studies of product range, dimensions, heights and weight of each product, prioritizes consultation and presentation, storage, graphic communication, movement, social and cultural environments. In search of the most rational approach for product display, the design establishes a set of guidelines, which are sympathetic to accommodate discrepancies during the construction process. The design of the ‘Modular System’ considers a highly controlled process from the conceptual design stage to offshore construction and project management stage.

The timeless material palette composes of black milled steel, oak ply timber, laboratory taps and industrial stools, which can be easily adapted across all the modular concept stores. Seemingly as a family, the stores retain their individual distinct cultural values of its place. The manifestation of the ‘Modular System’ has since been successfully implemented in two Signature stores in Taiwan by Cheungvogl.

 

 

 

Cheungvogl Architects Hong Kong Aesop LAB Lane Crawford Queensway Plaza

 

 

 

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Contact: info@cheungvogl.com

 

 

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