From a macro point of view, this is a silver planet floating in the blue waves, an image of the earth from the future, and a utopia that can escape from the real world, But in the micro real life, this is a store exhibition hall of clothing brand FISH-YU located in Guangzhou ARAapM shopping mall.
▼银色球体内的服装展厅，displaying place in the planet © Lephoto
When they said that they were going to build an exhibition hall for their own fashion brand created after the brand transformation, we hoped that this space can not only show the aesthetic of the brand, but also add more value to the clothing store.
▼从入口进入球型空间，the entrance of the spherical space © Lephoto
▼通过入口看内部，view of the interior space © Lephoto
▼在展厅内回望入口，view of the entrance © Lephoto
As a large-scale shopping mall,ARAapM is specialized in clothing with girls, ladies, Korean and Japanese simple style as the mainstream sales products. Each entry merchant has both retail and wholesale business, attracting many local individual customers. The display of brand image and positioning is very important here. Fish Yu, which takes fashion route, has a certain degree of recognition itself. We hope to add some cultural attributes to the brand in space from the perspective of design.
▼不规则造型的前台， the front desk with irregular shape © Lephoto
As a clothing brand, it has to face countless individuals in the society. How to grasp the empathy? People pay more attention and discussion on “the relationship between the fashion industry and the environment” in the fashion industry and luxury industry. This is also the field that GE Space Designhas been researching and exploring. Brand name give us more inspiration at this time.
▼环形的展示流线，a circular display line © Lephoto
The more basic, simple and recyclable materials are selected to preset the refraction path for the light. The combination of blue transparent acrylic and lamp belt, black floor paint, silver paint and stainless steel create a future fantasy “illusion”. The story simulates an immigrant planet in the future. What’s different from the earth is that its surface can’t be inhabited. People need to hide in the earth’s crust to get living space. Rivers flow like magnetic fields from the earth’s surface into the earth’s core. People excavate some space caves in the earth’s crust, and dig walls to introduce the light of the “Sun” and the “Moon” into the earth’s core.
▼服装展架，diaplaying racks © Lephoto
The purpose of this planet is to solve the problem of structural column in the square space and to emphasize the brand image in the open shop with channels on three sides. It also magnifies its 5.5-meter floor height advantage. The front desk with irregular shape looks like coral growing on the sea floor, surrounded by columns as its support, and the hollow part is used for storage. The inner wall of the ring-shaped planet is a smooth display line, so the clothing can be displayed along the line, and the lights are focused on the clothing. A blank area is enclosed in the middle, which leaves enough space for them to do e-commerce live.
▼不然材质的交接，different materials © Lephoto
At the top of the planet, several “skylights” are made of lamp film. It implies the curiosity and exploration of the internal survivors to the outside, and of course, it can also break the closed pressure that may occur in the sphere space. As for the only wall in the store, we have done the whole mirror treatment, which naturally broadens the visual space. Customers can check the effect more freely when they try on clothes.
▼天窗与镜面，”skylights” and the mirror © Lephoto
In terms of space, we have tried to deconstruct and reshape the performance based on reality and beyond reality without prejudice, so as to match the brand story, and to highlight the consumers’ relevant memory of the brand. In the future, we will continue to work with the brand, continue the story line, deepen the link between product development and culture to create more interesting experiences for customers. This is also the way GE Space Design wants to go in the future: we are not satisfied with just creating one good-looking space after another, but expect to grow with more brands.
▼材质细部，details © Lephoto
Project Name: FISH-YU Clothing Exhibition Hall
Location: Guangzhou, Guangdong
Project Year: 2020.10
Designer-in-Charge: Li Jia
Approaches to cooperation: Design
Lighting design: Shenzhen Yanwu Lighting Design