Atelier Intimo Flagship Retail Winkel by O and O Studio Ltd

Atelier Intimo Flagship Retail Winkel by O and O Studio Ltd is a highly esteemed winner of the very prestigious 2021 A' Design Award yn Sulver in Ynterieurromte en Útstallingûntwerp Competition Category.

SulverYnterieur· 2021

Atelier Intimo Flagship Retail Winkel

by O and O Studio Ltd

Client: O&O Studio

A' Design Award yn Sulver Winner in Ynterieur Category

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Verified Award Winner

Verify Award Status for #110753

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The Design

About Atelier Intimo Flagship Retail Winkel

Us wrâld is troffen troch ungewoane firus yn 2020. Atelier Intimo earste flaggeskip ûntworpen troch O en O Studio is ynspirearre troch it konsept fan Rebirth of the Scorched Earth, wat de yntegraasje fan genêzende krêft fan 'e natuer ymplisearret dy't it minskdom nije hope jout. Wylst in dramatyske romte is makke wêrmei besikers mominten kinne besteegje oan it ferbyldzjen en fantasearjen yn sa'n tiid en romte, wurdt ek in searje keunstynstallaasjes makke om de wirklike skaaimerken fan it merk folslein te demonstrearjen. It flaggeskip is gjin gewoane winkelromte, it is it útfierende poadium fan Atelier Intimo.

The Recognition

About the A' Design Award yn Sulver

Atelier Intimo Flagship Retail Winkel is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Atelier Intimo Flagship Retail Winkel wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Atelier Intimo Flagship Retail Winkel is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Atelier Intimo Flagship is not a typical retail store but a performing stage for the brand. Right at the entrance to begin with, the custom made shopfront material inspired by the Rebirth of the Scorched Earth concept has given the visitors a hint by this gold platted Khaki stainless steel covering. Integrated with large area of clear glazing, visitors can immediately see through to the inside, sensing the stimulation to step in and experience oneself.
Dimensions & Packaging: The floor area is a total of approximately 180sqm, with height of 3.5m and 3m for the ground and first floor respectively. In order to maximise the clear height and allow flexibility for future usage, O&O Studio applied a black painted exposed ceiling. This is also important as the visitors can put their focus at the products, the art installations which are also designed by O&O Studio, as well as the side walls retail display.
Tags: Rebirth, scorched earth, flagship, retail design, installations, mannequins, lingerie
Production Technology: In addition to the overall interior space, O&O Studio also specifically created a series of four 3D printed installation artwork that aim to elaborate the Client ethos and the flagship concept. These 4 installations make use of different mannequin parts, standing full height, sitting, legs and hands, combining with blossoming flower petals and rotating flying wings.
Design Challenge: O&O Studio sees this a fascinating challenge and opportunity creating Atelier Intimo first ever flagship, serving as their springboard for further achievement. The success on how the dramatic and theatrical space has integrated and harmonized with the brand and products also sealed the strong belief of O&O Studio philosophy with the project bringing in a new and distinctive portrait for the Client but also additional design and commercial value to the Client business.
Research: The flagship houses a research project named 15plus1, with the Client invited 15 female customers and 1 female staff to have their breast shapes 3D scanned and 3D printed as half body mannequins that wear products of Atelier Intimo. 16 circular features each holding a semi body mannequin are placed along the wall spanning between ground and first floor. Each of them has the same depth but a rotating layering to subtly distinguish the mannequins while informing a consistent philosophy.
Inspiration: In 2020, our world was hit by natural disaster such as the Australian Bushfire crisis, and most heavily by the unprecedented Covid 19. Atelier Intimo Flagship, designed by O&O Studio, was inspired by the concept of Rebirth of the Scorched Earth, implying the making use and integration of healing power of nature that could give mankind new hope. O&O Studio also wants to craft a dramatic space that allowed visitors to spend a moment to imagine and fantasize in such time and space.
Project Duration: The project started in February 2020 in Shanghai, PRC, and completed in May 2020.
Operation Flow: The existing stair changed from a L to an U shape configuration. Thus the back of house areas can be effectively grouped at the rear while maximizing retail zones at the front end. This also allows the VIP space on first floor to sit on an elevated platform enjoying the three theatrical windows. This space can be fully opened and used as new product launching events. With the help of a long curtain, the space will turn into a true private VIP space for lingerie trials and private parties.
Team Members: Suzanne Li
Eric Chan
Katt Chung Yap
Image Credits: Image #1: Photographer Tian Fang Fang, Atelier Intimo Flagship, 2020
Image #2: Photographer Tian Fang Fang, Atelier Intimo Flagship, 2020
Image #3: Photographer Tian Fang Fang, Atelier Intimo Flagship, 2020
Image #4: Photographer Tian Fang Fang, Atelier Intimo Flagship, 2020
Image #5: Photographer Katt Chung Yap, Atelier Intimo Flagship, 2020
Video Credits: Atelier Intimo