SLT is commissioned by aaddd to design its first offline store in Shanghai BFC Bund financial center. As a collection store of beauty cosmetics lifestyle, aaddd starts from beauty cosmetics but goes beyond it. Aaddd delivers unique life concepts with niche styles, inspiring young consumers to explore beauty and express themselves. In this design, SLT takes “cloud” as the dimension quadrant of the overall concept. The softness and uncertainty of the cloud are extracted as design elements to convey a quiet and warm spatial atmosphere. At the same time, the free stretch curves and elegant colors in the space express the diversity of beauty in a concrete and immersive way.
▼店铺外观，Exterior View ©吴鉴泉
aaddd is located in the hinterland of B1 floor in the southern district of BFC. Through the planning and integration of the original space, aaddd is divided into two areas as a whole: aaddd Essential Selection Area and Main Selection Area. Inside Main Selection Area there are “Cloud” Installation Area and Rest Area.The overall color scheme of aaddd is based on warm pink beige, with warm tones of lime green, red tea orange and emerald blue. Down from the escalator, the cozy atmosphere of the open store is separated from the surrounding cold and light environment, enhancing the aesthetic recognition of the brand at first sight.
▼轴测图，Axon Drawing ©SLT
Inside the Main Selection Area, the curvy design of main platforms are dotted in the interior zone, weakening the depth experience of the space in the parallel direction. The different use of Faux Finish creates various textures of different materials. The bouncing colors and the collision of marble lines convey the sense of rhythm and hierarchy of beauty in tiny places. The elegant lines on the horizontal direction draw visitors’ attention to the arch of the distant metope with symmetry and regularity. In the simple language of geometric composition, a peaceful and light atmosphere permeates the whole space. Under the multi-angle lighting, the edges of the central curved display table create overlapping shadows of different depths on the ground. In the space, outlines combined with the virtual and the real set off each other under the contrast of the light, and change the form accordingly. The fleeting and erratic aesthetic qualities of “clouds” are interpreted through the dual dimensions of light and shadow.
▼主体陈列区1，Main Selection Area 1 ©吴鉴泉
▼展台外轮廓弧形牵引人的视线，Outline draws the eye ©吴鉴泉
Transition space between two selection areas
▼主体陈列区2，Main Selection Area 2 ©吴鉴泉
The partition of the Rest Area adopts the arch form in western style, and therepeated use of the same elements in the space creates the effect of stackedframe scenes. While in the rest space, the use of mirror material blurred theboundary between physical space and virtual space, the depth of field isinfinite, attractive.
▼休憩区，Rest Area ©吴鉴泉
In the “Cloud” Installation Area, the green curved wall at the entrance gently wraps the space. The “Cloud” installation embedded in the wall interprets the fleeting movement of the “cloud” with irregular solidified shapes. At the same time, the mirror “cloud” in the public area serves as the visual focus and guides the spatial partition, delivering the “stretch” aesthetics.
▼“云朵”装置区，“Cloud” Installation Area ©吴鉴泉
aaddd Essential Selection Area is a relatively independent zore. On the one hand, the opening of aaddd Essential Selection Area is to adapt to the great width of the floor, attract visitors from different directions, and make full use of site conditions; On the other hand, it aims to create an online and offline selection category area and pop-up store that can cooperate with specific brands in the future. Through the curving folds of the wall, the space is divided into 5 relatively independent beauty tables to replace the window display of the traditional shop facade. The mirror settings meet the functional needs of makeup adjust or makeup test. At the same time, the flexible lighting of the area can also assist the diversified scene needs of the brand.
▼Essential精选专区，Essential Selection Area ©吴鉴泉
In terms of the overall choice of light, SLT tests different colors and color temperatures, and finally adopts warm tone light as aaddd’s main light tone. Contrary to the tension created by the use of cold light source in traditional beauty shops, the overall space of aaddd extends a warm and pleasant temperament, which reduces the aesthetic distance with customers and sets off an immersive atmosphere with a sense of story.
▼暖调灯光烘托故事感氛围，Warm lighting sets off a sense of storytelling atmosphere ©吴鉴泉
Cloudy Island captures the fragile and changeable “cloud” into the jungle of urban life, creating a soft and dreamy “island” with combined effect of colors, lines and lights. Aaddd provides a temporary stop for the mind-burdened urban residents due to the fast pace of life. The space becomes a transitional container, which maps people’s mood; At the same time, the space has also become an inspiring place to stimulate individuals’ pursuit of aesthetics and yearning for quality life, which also echoes the brand concept of aaddd — release tension and find “beauty”.
项目设计 & 完成年份：2021.08
Project name: Aaddd Beauty lifestyle flagship store
Design: Studiolite(SLT) Design Consultants Ltd
Contact e-mail: firstname.lastname@example.org
Design year & Completion Year: 2021.08
Leader designer & Team: Chen Ling, Yangyang Yu, Chenyu Niu, Yu Fu, Chuanchu Wang
Project location: No. 600, Zhong Shan 2nd Road, BFC B1 / F, South Bund Financial Center, Huangpu District, Shanghai
Gross Built Area: 200m²
Photo credits: Jianquan Wu
Lighting Consultant: Pang Lei -LUMIA Lab
Construction unit: Jingzhu Architectural Decoration Engineering (Shanghai) Co., LTD
Clients: BFC Bund Financial Center (affiliated to the Group)
Materials: Faux Finish、Paint, marble