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Cheungvogl Architects Hong Kong Aesop Telford Plaza Kowloon Bay Hong Kong

Aesop Signature Store, Telford Plaza, Kowloon Bay, Hong Kong
Year: 2012
Main Use: Retail
Site Area: 30 sqm
Bldg. Area: 30 sqm
GFA: 30 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 brandís philosophy and customer engagements with the brandís sophisticated product range.
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 Architects Hong Kong Aesop Telford Plaza Kowloon Bay Hong Kong

The site is located on a bridge construction, which acts as a thoroughfare between commercial buildings and the subway. The choice of materials, spatial and volumetric organization and overall design details are based on the understanding that a retail space can also become an extension of public space; in which the store is designed to embrace varying degrees of customer engagements. The design takes on an in-depth study of analysing product dimensions, optimizing sightlines, providing flexibility to accommodate changes over time and changes for specific events to enhance and communicate the values of the brand. These parameters are then translated into a set of simplistic and flexible design discipline to encourage interaction and communication between the customers, the consultants and the products within the space. The walls and ceilings are cladded in blackened steel metal panels. The design of the stacked timber shelving unit is informed by how timber crates are commonly stacked during the process of production, shipping and delivery. The timber shelving units provide a clear vertical hierarchical structure that separates the various product range in the most simplistic and rational manner, allowing the customers to identify and engage with the products. Stacked timber shelving, sink counter and slate floor finish are selected to respond to the pragmatic needs of how products are presented, categorized, changed, removed and replenished.  

 

 

 

Cheungvogl Architects Hong Kong Aesop Telford Plaza Kowloon Bay Hong Kong

 

 

 

Cheungvogl Architects Hong Kong Aesop Telford Plaza Kowloon Bay Hong Kong

 

 

 

Cheungvogl Architects Hong Kong Aesop Telford Plaza Kowloon Bay Hong Kong

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