Gold Interior Space and Exhibition Design · 2023
Vicutu Concept Flagship Store
- A' Design Award 2023 Gold Winner in Interior Space and Exhibition Design
- Awarded April 15, 2023
- CLIENT: Vicutu
- Estimated Number of Design Views: 34,139
- Verification code 0E3D14A4A7 · Verify this award
About Vicutu Concept Flagship Store
Vicutu Concept is a flagship store interior created for a fashion brand in Beijing. The store covers 1,680 square meters on two floors. A large three-dimensional aluminum woven diagrid system forms the facade and refers to the fabric and tailoring of men's clothing. Inside, textured artistic cement walls create a calm and sculptural setting. Walls and display counters appear to grow from the floor and the ceiling, and hidden light sources strengthen the sense of continuity. The interior offers visitors a physical experience of space and fashion.
Mo Zheng's award-winning interior for a concept flagship store represents a distinguished achievement in contemporary retail design, demonstrating how commercial environments may transcend transactional function to become immersive spatial experiences of genuine architectural merit. The designer appears to have drawn upon parametric design methodologies and biomorphic formal languages to create an environment where organic sculptural volumes engage in dialogue with precisely calibrated lighting systems, suggesting an aesthetic lineage connecting to the fluid geometries explored by pioneering architects working at the intersection of digital fabrication and experiential space-making. The central sculptural element, rising with the sinuous grace of natural growth forms, serves multiple functional purposes while maintaining its primary role as a spatial landmark that orients visitors and establishes hierarchical focus within the open retail floor. Technical accomplishment is evident throughout, from the seamless integration of concealed lighting systems that wash surfaces with ethereal luminosity to the sophisticated ceiling treatment where linear LED elements trace sweeping trajectories that animate the overhead plane with dynamic linear energy. The chromatic restraint demonstrates considerable confidence, allowing subtle tonal variations within the cream-to-ivory spectrum to create spatial depth and atmospheric warmth without recourse to chromatic contrast. Material selections reveal thoughtful consideration of sensory experience, with smooth architectural surfaces providing tactile continuity while textured mesh panels introduce visual complexity and the golden display fixtures offer moments of precious material warmth. The design seems to invite contemplation of how retail environments might function as contemporary public spaces, offering respite and aesthetic nourishment alongside commercial purpose. Viewers may find themselves drawn to consider how architectural form shapes emotional response and how light, material, and spatial proportion combine to create environments that honor both brand identity and human experience.
Press Kit
- Unique Properties
- The Concept Store for the Vicutu Fashion Brand, architecturalizes and spatializes the core elements of the brand through the exploration, manipulation, and reinvention. The clothing attributes of the fashion industry are reinterpreted through futuristic vision and exquisite architectural language, providing customers with a unique experience while remaining true to the expression of the fabric, tailoring and quality of the fashion. The space creates deeply experiential engagement with visitors.
- Dimensions & Packaging
- Similar to the nature of tailoring flat fabrics into three dimensional garments, the construction of the façade comes from an innovative fabrication process of bending and flexing aluminum sheets into doubly curved geometries. The facade is all prefabricated panels and installed on site precisely. The architecture area of the store is 1,680 sqm, divided in two stories.
- Tags
- Immersive, digital fabrication, diagrid, fashion, growth, futuristic, innovation, weaving, experience
- Production Technology
- For the first time in the architectural industry, a large-scale three-dimensional aluminum woven diagrid system is adopted, which reflects the production process and fabric properties of men's clothing on the facade. Textured artistic cement wall reflects a classic, low-key, and sculptural environment. All walls and display counters "grow" from the ground and the ceiling, at the meantime the effect of continuity and growth is enhanced through hidden light sources. Throughout the store, the growth pattern language creates a unity through its varied expression and implementation as detail. Embedded as relief within pedestals, as graphic within floor patterns and as a three-dimensional lattice in the interior façade. Special fabricated GRG panels with "diagrid" patterns are built within the wall details.
- Design Challenge
- The challenge of the work is utilizing the different construction tectonics in one project from exterior to interior. Also, how to apply a continuous curvilinear geometry into a large space, though scale changes, from façade panels to the interior wall and ceiling, to the display podium, considering both traditional way of construction through standard arches and lines, and inserting customized panels from digital fabrication.
- Project Duration
- Within three years of design and construction (2020-2022), the brand new Vicutu concept store is appeared at the promenade street front of Shangde Center in Daxing District, Beijing. It is divided into upper and lower floors, with a total building area of 1680 square meters, including three brands Gornia, Vicutu Blue Label and Vicutu Red Label. The design concept is extracted from the "V" shape of the Vicutu brand and integrated into the flexible blending to form an ecological weaving system from the stiching natural of the fashion fabric. The continuous language exhibits throughout the architectural facade to the interior special language and details.
- Operation Flow
- Throughout the store, the woven diagrid language creates a unity through its varied expression and implementation as detail. Embedded as relief within pedestals, as graphic within floor patterns and as a three-dimensional lattice in the interior façade, this geometry adds an additional layer of reference to the woven nature of fashion, both literally as a means of producing fabric, but additionally as an expression of the client, as a leader in the industry, who has become interwoven position within the artistic development of Chinese fashion. The project serves as a deep and multifaceted showpiece for the client to exhibit not only the latest designs of the brand, but also as a means of illustrating the potentials for innovation within unique collaborations with other industries like architecture. The space creates deeply experiential engagement with the visitor through the fine attention to detail across the scale of the project. Promoting the physical experience of space and fashion, the space offers a retreat from the digital world.
- Research
- The design concept is extracted from the "V" shape of the Vicutu brand and integrated into the flexible bending to form an ecological weaving system from the stitching natural of the fashion fabric. The continuous language exhibits throughout the architectural facade to the interior special language and details. Within the interior of the concept store, the whole space language simulates the mountains, waterfalls, deserts, and celestial phenomena in the nature, creating an immersive place of endless rebirth and nirvana, reflecting the perseverance of mankind. Textured artistic cement wall reflects a classic, low-key, and sculptural environment.
- Inspiration
- Within the interior of the concept store, the whole space language simulates the mountains, waterfalls, deserts, and celestial phenomena in the nature, creating an immersive place of endless rebirth and nirvana, reflecting the perseverance of mankind. Textured artistic cement wall reflects a classic, low-key, and sculptural environment. The Continuous curvilinear space is created through a geometric language distilled from flowing and draping fabrics.
- Image Credits
- Photo credits: UK Studio, AntiStatics
Video Credits: AntiStatics - Patents
- Copyrights belong to AntiStatics Architecture, 2023.
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