In the realm of fashion and architecture, the fusion of elegance and strength forms a narrative that resonates deeply. This narrative has been brought to life in the new brand space of JASON WU, located within the Chengdu International Finance Square. Established by Chinese-American designer Jason Wu in 2007, the brand stands as a testament to fashion’s dialogue with art, emphasizing the multifaceted strength of women.
New Brand Space of JASON WU Technical Information
- Architects1: SLT Design
- Location: Chengdu International Finance Square, Chengdu, China
- Topics: Retail
- Area: 102 m2
- Project Year: 2023
- Photographs: © Vincent Wu
I create clothes for women who are not only fiercely fashionable but also own their power and femininity.
– Jason Wu
New Brand Space of JASON WU Photographs
The Concept of Fluidity and Space
The brand space of JASON WU in Chengdu is not just a store; it’s a journey through the essence of femininity and power. The design leverages the fluidity of curved walls, embracing the entire space in a gentle yet expansive manner. These curves create a rhythm, leading visitors through a dynamic exploration of both external and internal vistas.
SLT Design has ingeniously translated the recurring motifs of three-dimensional flowers and distinctive contours from JASON WU’s runway shows into the architectural language. The store is conceptualized as a “spiritual garden,” where each design element reflects a moment of blossoming thought, symbolizing the inner world of the wearer.
In this space, minimalism takes center stage, allowing the clothing to shine. The use of a pink velvet tone against tobacco-colored carpets and black wood grain panels creates a serene yet powerful ambiance. This interplay of colors and textures represents the dual nature of femininity – both graceful and strong.
Light plays a pivotal role in the brand space. A sophisticated lighting system creates a garden-like ambiance, with prismatic lights for window displays and concealed strips under clothing rods. This play of light and shadow enriches the experiential journey, echoing the brand’s vitality and inspiration.
A unique aspect of the design is the use of cutting-angles in props, mirroring the structural cuts of JASON WU’s fashion pieces. This design language strikes a balance between volume and breath, embodying the brand’s ethos of “embracing imperfection.” It’s a celebration of elegance and authenticity, coexisting harmoniously.
This architectural endeavor is more than just a physical space; it’s an exploration of the inner depths. As visitors walk through the store, they engage in a dialogue with fashion and themselves, unearthing their inner strength and distinctive essence.
New Brand Space of JASON WU Plans
New Brand Space of JASON WU Image Gallery
About SLT Design
Founded in 2013 by Chen Ling, SLT Design is a Shanghai-based firm with branches in Hong Kong and Seattle, specializing in commercial interior and architectural design, retail SI system creation, and brand strategy consulting. Known for its cross-disciplinary and sustainable approaches, the firm collaborates with artists, technologists, and researchers to innovate and transform business models. Embracing the ethos “Something Like That,” SLT Design exceeds expectations by providing borderless, inclusive, and dynamic design solutions.
Notes & Additional Credits
- Main Designer: Chen Ling
