Geijoeng is womenswear designer label committed to showcasing the wonderful and casual features of the contemporary woman with its seamless post-minimalist aesthetic. The new store is located in the second phase of Shenzhen Huigang Shopping Center; the space has been devised as a multidimensional select shop with injections of minimalism, hosting Geijioeng’s designs along with curated fashion and lifestyle designer products from around the world. Studio Glume designed a polished space for Geijoeng, bringing a relaxed, comfortable and artistic shopping experience.
Echoing the brand concept, the new store is based on the philosophy of minimalism using marble, stainless steel, artistic spray paint and other materials and processes, incorporating natural logs and soft-colored fabrics. An interaction between tough and gentle accents with rational and emotional elements lets the space express a rich layered texture disguised under a simple minimal appearance
▼空间概览，overall view of the project ©何智峰
The store front is made of green marble, outlined in a slender and restrained proportion, with large floor-to-ceiling glass and neat lines, presenting a tranquil and open contemporary atmosphere. The bright glass reveals all soft colors featured in the space and the gentle warmth of its textures forming an inviting contrast. In the back, a piece of beige matte marble is used as a link to connect the calm appearance to the inner pristine interiors.
▼隐藏斜角区后形成的方正空间，regular space after hiding the service rooms ©何智峰
The second floor is an irregular space, composed of an oblique quadrilateral area with multiple supporting square columns. The space was utilized effectively by downplaying the columns and creating a hidden storage room, equipment room and fitting room, leading to the main space. In addition, a cash register is designed in the area between the two columns on one side, which brings a sense of squareness and simplicity to the space. The green marble reappears indoors, allowing the internal and external spaces to echo each other and connect.
▼收银台位于两个柱子之间，空间中部设置特别设计的沙发，cashier is setted between the two columns, a special designed sofa in the center of the space ©何智峰
The lighting throughout the space has also been designed with a neat and concise aesthetic in mind to give a sense of peace to the store. The glass wall on the facade of the building, on the side of the corridor, has been deliberately retained to form an open interaction with the outdoors, allowing natural light to flow in the interiors breaking away from traditional commercial space design which usually favors enclosed spaces.
▼保留长廊侧的落地窗让阳光进入室内，remain the glazing on the side of the corridor, allowing natural light to flow in ©何智峰
The use of colors in the space is simple, restrained and full of changes. Soft beige is the base tone, and the white walls, floors and columns are finished with different materials. Studio Glume custom designed a sofa for the rest area in the center of the store; the irregular geometric shape brings a touch of fun; the gentle colors and materials also echo the curtains at the end of the corridor, adding a soft atmosphere to the space.
▼沙发和茶几细部，closer view of the sofa and side tables ©何智峰
Studio Glume uses sculptural techniques to create all furniture pieces in the store. The style is influenced by many minimalist artists of the 20th century. These sculptural props are interspersed and laid out rhythmically in the space, either self-installed, or combined with hanging rods appropriately integrated into the store display.
▼展示区设置富有雕塑感的陈设道具，sculptural display installations in the exhibition area ©何智峰
这些 “雕塑” 呈现自然原始的形态，有的陡峭高耸，有的圆润敦厚，有的扁平如同绵延峡谷……它们以特殊的喷漆工艺制作，呈现出明快又梦幻的色彩和陶瓷般光洁的质感，并与不不同品种的实木组合，形成具有冲突感的趣味关系。这些实木在加工过程中保留留了了它们原始的特质，有的厚重，有的灵活轻巧，有的带 有原始风化质地。形态、质地的改变，带来更更细微的变化和互动，如同大自然的丰富多样，充满可能性。
These “sculptures” present natural and primitive forms, some are steep and towering, some are round and thick, and some are flat like a rolling canyon… They are made with a special spray-painting process, showing bright and dreamy colors and ceramics. The smooth texture, combined with different varieties of solid wood, forms a conflicting and interesting relationship. During processing, these solid woods retain their original characteristics: some are thick and heavy, some are flexible and lightweight; this diversity of nature adds complexity to the space.
▼各种各样的雕塑式展柜，various display installations like sculptures ©何智峰
Geijoeng’s new concept store emphasizes style and individuality; at the same time, it has a rational and balanced attitude, focusing on dialogue and interaction, showing the brand’s own philosophy and DNA. The minimalist space brings integrity, clarity and comfort, revealing a clear core essence that allows its visitors to temporarily withdraw from the complex and noisy external environment.
fitting room ©何智峰
In this project, Studio Glume demonstrates their symbiotic approach of both rationality and artistic perceptions along with the synergetic integrating of space design and artistic expression. While striving to satisfy the functional demands of the select shop, Studio Glume also aims to integrate highly distinctive artistic sensibilities within a lifestyle and commercial setting.
▼平面图，plan ©Studio Glume
Location: Nanshan District, Shenzhen
Completion Time: August 2020
Chief Designer: Wang Ying
Design Team: He Zhifeng, Lin Chenghui, Chen Yuchuan
Lighting Design: Studio Glume
Display Props: Studio Glume
Photography: He Zhifeng