▼店铺立面，the facade © 季光
X-select, a middle-end clothing store targeting young consumers，is a new brand with 30 years history. That is right, for a local resident who grew up in the city, there are always some unforgettable memories in their early life periods. As the developing of the market in the 1990s’, the consumption concept of Chinese consumers has shaken off the restraints of money and conventional thinking. A high-end woman clothing store named XIN SELY appeared at the favorable positions of every famous road and street in Chengdu. They were considered what was then the fairly fashionable physical stores for their simple white and black colored look. It became very identical among streets in Chengdu. Their ways of displaying products in the stores also led a trend at that time. Even those who have not consumed in it once must have used it as a reference.
▼进入展示空间，entering the showroom © 季光
▼入口细部，details © 季光
如今，如何让父母辈经营的品牌焕发新生，新生代们也有了自己的主义与见解。“想要突破，做不一样的、新的东西，跳脱原品牌的刻板印象，能够独立的表达”是他们想要通过创立的全新品牌 —— X-select去表达的。
Nowadays, how to let the old brand shine its brilliance again, the new generation has got some ideas. That “To break through, to make the difference, to make the new products, to break the stereotypes and to express independently” is the new concept that they want to create. That is what X-select wants to express.
▼入口展示区，the display area at the entrance © 季光
This new brand is in the form of a buyer’s shop. Compared with conventional brand stores, buyer stores have more unique and distinct characters. Its customer group has their unique characters such as they love fashion,non-mainstream culture and art, dare to try new things and so on. Therefore, there is a clear definition for its space: bold, special and beautiful. To break the shackles of the outside world, break the shackles of their own.
▼镭射镀锌钢板的展架，the display racks of laser galvanized steel plate © 季光
X-select’s first store is located in the Wanxiangcheng, Chengdu and its brand tonality is unified in fashion, simplicity, quality, personalization and better design. And we expect to use the space that breaks the convention to help them attract young consumers with taste, consumption power and high acceptance. The space in the shopping mall is unified and square. First, it is cut it into two clean and simple parts broken neatly, which not only gives people fresh feeling in form, but also brings strong visual impact through the unique sense of space created by diagonal lines. The oblique cutting also solves the weakness of squared-shape stores in shopping malls, such as short visual distance from the outside and no sense of spatial hierarchy.
▼看向内部展示区，view of the center display area © 季光
▼内部展示区，the center display area © 季光
▼不同材质交替的空间，different materials of the interior space © 季光
▼发光墙体，the luminous wall © 季光
In the space divided into front and back court, the front court is constantly extending outward. The benches are composed of an laser galvanized steel plate with an irregular geometric shape forming the visual focus of the whole space and arousing customers’ interest. When consumers enter the front court, they will enter new space. The moving lines and well-organized display of this space also form the unique character of brand. Two progressive and continuous spaces will bring consumers a sense of mystery and exploration.
▼中央展示区，the laser display zone in the center © 季光
▼几何感的金属展架，the geometric metal display rack © 季光
Through the observation of various brands in the shopping mall, we found that most of the stores are based on white, and the visual impression is slightly flat. To be distinguishing among many stores, not only the space form, but also the color tone and matching need to be special. Therefore, we use both low saturation and high saturation colors to create a high-level and exaggerated sensory effect. From a colored space to a colorless space, we try to use “contrasts” to create theatricality and enjoyment and create a unique feeling from the overall immersion experience. Brand expectations will continue to bring customers new styles, Mix and match, and other demands into the space language.
▼镜面空间，surrounding within the mirrors © 季光
▼收银台，the counter © 季光
Nowadays， the returning of Millennium style，Steampunk, Cyberpunk and styles that look into the future are popular. However, we don’t want to limit X-select in a certain style, such as terrazzo, artstone, cement paint, laser galvanized steel, mirror stainless steel, gradual change art glass, ultra-white tempered glass, texture effect of wall, metal embedded skirting. Through the selection of materials with the representative significance of different ages and the use of different techniques to present the artistic effect of space, the art of saluting style also reflects the feelings and future.
▼细部，details © 季光
Breaking the rigidity of the confined space with mutation and extension, and expressing the brand’s views on fashion, clothing culture and even new industry concepts with disordered and orderly space language.
▼平面图，plan © 季意空间设计
Project Name：X-select Couture
Project location ：Phase II of Chengdu Vientiane City
Project Completion Time:2020.12
Project Type: Commercial (Exhibition Space)
Project Area: 260㎡
Design Institute: GE SPACE DESIGN
Designers：Jia Li、Qiuxia Peng