King Mo Khw Muag Saw Nyiaj Saw Kub by Masato Kure

King Mo Khw Muag Saw Nyiaj Saw Kub by Masato Kure is a highly esteemed winner of the very prestigious 2025 A' Design Award Kub in Tsim Chav Sab Hauv thiab Kev Nthuav Qhia Competition Category.

KubSab Hauv· 2025

King Mo Khw Muag Saw Nyiaj Saw Kub

by Masato Kure

Client: King Mo

A' Design Award Kub Winner in Sab Hauv Category

162,519

Verified Award Winner

Verify Award Status for #164682

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About King Mo Khw Muag Saw Nyiaj Saw Kub

King Mo yog ib lub khw muag saw nyiaj saw kub uas sau ntau lub npe khoom kim heev los ua ke rau hauv ib qhov chaw sab hauv. Qhov kev tsim qauv no yog los ntawm lub tswv yim ntawm cov pob zeb muaj nqis sib sau ua ke. Lub qab nthab yog tsim los ntawm cov pas hlau dawb uas teeb raws cov kab nkhaus lej, tsim tau ib tug qauv peb-sab uas zoo li hloov mus raws li lub kaum sab ntsia. Txhua tus pas muaj qhov dav 80 millimeters thiab muaj cov teeb pom kev thiab cov cuab yeej nchuav dej tua hluav taws nyob rau sab hauv. Cov pas raug muab tso zauv thiab teeb raws seem, vim lawv qhov ntev tsis sib xws. Lub khw muaj 1200 square meters, uas kwv yees li 500 square meters yog thaj chaw siv sib koom.

The Recognition

About the A' Design Award Kub

King Mo Khw Muag Saw Nyiaj Saw Kub yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. King Mo Khw Muag Saw Nyiaj Saw Kub xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. King Mo Khw Muag Saw Nyiaj Saw Kub ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

Behind the Design

Press Kit

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

Unique Properties: This jewelry boutique, a composite store gathering various jewelry brands, offers a space where the allure of gems and accessories shines. Inspired by the concept of an "accumulation of gems," the spatial design is crafted with a series of white rods, arranged along mathematical curves to form a structured, three-dimensional ceiling pattern. These rods create geometric shapes that change depending on the viewing angle, echoing the intricate play of light seen in the gems themselves.

The ceiling decoration resembles a collection of radiant gems, mirroring the jewelry’s sparkle and creating an extraordinary spatial experience. The boutique goes beyond being just a display space; it elevates each piece’s unique beauty, offering visitors an experience akin to walking through an art gallery, where the jewelry becomes an art form in its own right.
Dimensions & Packaging: The total area of the store is 1200 square meters, with approximately 500 square meters allocated for common areas.
Tags: Jewelry Showcase,Geometric,Organic
Production Technology: To accommodate lighting and sprinkler systems within the white steel rods, each rod was designed with a diameter of 80mm. Since each rod varies in length, we created a ceiling panel with holes arranged according to a set pattern to facilitate efficient installation. Each rod was numbered, and installed in the ceiling one by one, following the numerical order. This method allowed us to accurately and effectively realize the complex design.
Design Challenge: This store project encountered several challenges, such as the precise placement of steel rods based on mathematical curves, integrating facilities within these rods, and handling rods of varying lengths during installation. Calculating and arranging the rods was essential for creating the intended visual impact and dynamic space, requiring significant effort and precision. Furthermore, incorporating lighting and sprinkler systems within the 80mm diameter rods posed technical difficulties. Each rod needed to be individually numbered and installed according to the design plan, adding to the complexity. Despite these obstacles, the team found innovative solutions to harmonize aesthetics and functionality, ultimately providing visitors with an extraordinary spatial experience.
Research: This store design centers on crafting an extraordinary space and a visually cohesive experience that highlights the uniqueness of each brand. The aim is to offer visitors a memorable shopping experience that goes beyond the typical retail environment. The design features white steel rods arranged in mathematical curves, creating complex and dynamic three-dimensional structures. This immersive environment makes visitors feel as if they are stepping into a space far removed from their everyday lives, transforming shopping into a special occasion.

As a composite store featuring various jewelry brands, the spatial design respects the identity of each brand while ensuring overall harmony and continuity. This allows customers to easily discern the characteristics of each brand while experiencing a unified aesthetic within the larger environment. The approach appeals to customers' emotions, fostering stronger emotional connections and encouraging purchase intent. In the competitive jewelry market, this design strategy establishes a distinctive position and lays the groundwork for building customer loyalty.
Inspiration: The design concept centers around the 'accumulation of gems.' Attention is given to how necklaces and bracelets are composed of collections of small gems. The ceiling decoration represents the ensemble of countless gems emitting light, emulating the complex and beautiful reflections of light. In this space, visitors can appreciate the individuality of the accessories and the underlying design intentions.
Project Duration: The project started in January 2023 and was completed in February 2024. The project is located on the third floor of the KING MO shopping mall in Nanjing, China.
Operation Flow: The white rods, placed according to mathematical curves on the ceiling, begin to take on a slack-like shape as they spread from the central part of the store towards the periphery. This organic transformation is designed to gently envelop the surroundings of the store, enhancing its features while maintaining overall harmony.

In conjunction with each display inside the store, this design offers visitors a space that evokes the natural flow and rhythm of nature, providing not just a visual display of products but an experience that stimulates the senses.
Team Members: Masashi Ota
Yosuke Tsukamoto
Image Credits: Photo:ingallery