The birth of a brand. The manufacturing of products. The stories told by Joyce, a designer who has finally stepped out into the world after years of incubation, became the key to conceptualizing the overall context for her store space. I thought about her passion and how it was able to manifest as a brand producing a series of vibrant products, and that made me associate her with a womb, the origin of new life and birth.
▼商店概览，overview of the store ©Sunghoon, Han
The womb here should be understood as a description rooted in maternal instincts and not simply as the meaning or value of biological birth. Inside the womb, where identity and ultimate physicality are bestowed, endless possibilities meet maternal instincts to create an absolute being. The unrealistically distorted reflection of the external space inside the red interior symbolizes the phantom that we refuse to acknowledge. The interior space is exempted from the actual rules of reality because decisions and latent conditions inside a womb are naturally unrelated to the external social order.
▼服装店室内局部，partial interior view of the store ©Sunghoon, Han
▼服装展示区，the display area ©Sunghoon, Han
▼一辆载着未知物体的手推车从红色的内部空间被抬出来，a cart loaded with unknown objects being carried out from the red inner space ©Sunghoon, Han
On the rails in the floor leading out from this store, there’s a cart loaded with unknown objects being carried out from the red inner space. The objects piled up on the cart seem obtuse and irregular, even ugly. They follow the principles of abnormality, primitivism, the nature of beasts, defying the authority of design and its brutal formalization based in the totalitarian ideology.
▼手推车服装展示区概览，overview of the display store with the cart ©Sunghoon, Han
▼手推车服装展览区，遵循畸形、原始、兽性的原则，the display area with the cart, following the principles of abnormality, primitivism, the nature of beasts ©Sunghoon, Han
▼手推车服装展览区，反抗设计的权威和极权主义意识形态下设计的野蛮形式化，the display area with the cart, defying the authority of design and its brutal formalization based in the totalitarian ideology ©Sunghoon, Han
▼手推车服装展览区细节，details of the display area with the cart ©Sunghoon, Han
▼看似无用、丑陋的物体被装载到购物车中，沿着轨道移动，the seemingly useless and ugly objects loaded onto the cart move along the rails, creating a breach in the static image of a space ©Sunghoon, Han
▼红色的服装展示区，the display area in red ©Sunghoon, Han
In earlier days, Theodor Adorno associated beauty with singularity, unity, rationalism, and consistency, while describing ugliness as having many facades, implying that superiority of particularity defines the superiority of individuality. The seemingly useless and ugly objects loaded onto the cart move along the rails, creating a breach in the static image of a space, and through the intervention of movement, the space forces the viewers to dismantle their prejudiced idea of a commercial space. Such interpretation can also render the space as a form of protest against the industrial system which recognizes the totalitarian idea of beauty as a trend.
▼试衣间及其细节，the fitting room and its details ©Sunghoon, Han
空间细节，space details ©Sunghoon, Han
▼平面布置图，layout plan ©Creative Studio Unravel
项目名称 : IMMI Flagship Store
设计方 ：Creative Studio Unravel
项目设计&完成年份 : 2018年 10月
主创及设计团队 ：Creative Studio Unravel
项目地址 : L218-219 Xintiandi Style, No.245 Madang Road, Huangpu District, Shanghai, China
建筑面积 : 160㎡
摄影版权 : Sunghoon, Han
客户 : IMMI