Signature Store, Telford Plaza, Kowloon Bay, Hong Kong
Main Use: Retail
Site Area: 30 sqm
Bldg. Area: 30 sqm
GFA: 30 sqm
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
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
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.
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