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19 Feb 2020
Studio Ramoprimo's clothes store is a hub for fashion lovers, events and exhibitions
BY
Stu Robarts
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The venue is aimed at inspiring people to talk about lifestyle, organise industry functions and host photo shoots
photo: Marcella Campa
Studio Ramoprimo have created a store for fashion retailer TGY conceived to go beyond just selling clothes and be a hub for fashion lovers, events and exhibitions. The venue in Shenyang, China, is aimed at inspiring people to talk about lifestyle, creatives to organise industry functions and photographers to host shoots.
Covering 600sq m (6,600sq ft), it combines a curated shop, a flexible event area, a temporary exhibition space where guest designers can showcase their new collections, a café, a beauty centre and a flower shop.
It has been designed to constantly evolve, with different displays and goings-on contributing to the feel of the store at any given time.
Visitors move through a largely open, fluid space with a variety of different elements along their path.
In addition to conventional rail displays along one wall and arched display units, undulating steel fixtures provide different spaces for displaying clothes and allow for different ways of grouping them.
Steel was chosen for its sense of quality, but also as a neutral background that becomes animated by the coloured reflections of the brands and clothes on display.
A ceramic tiled floor with a metallic finish complements the steel elements and reflects the criss-cross of ceiling lights and products as soft but vibrant diffused light.
The shop and the café are joined by an runway that is flanked by the arched display units and that can be used for events, shows and launches.
The café too can be used for events, but also provides a place for visitors in general to pause, relax and chat, helping to build a sense of community around the store.
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