Various Associates has created a retail space for a fashion brand in China with dramatic flair.

The project is located in Chengdu, and draws on the local culture of watching plays to theme the design concept around the notion of 'stage'.

With this in mind, the site sets the scene as a dynamic stage where modern technology and dramatic tension meet to bring customers a multi-sensory immersive spatial experience.

The exterior was created to instantaneously capture the attention of passers-by. The original enclosed facade was removed to maximise the display surface, while inside giant suspended rotating screens at the core of the design can be tilted to show changing images, background music and a contrast of black and white tones.

This project has been longlisted in the large retail interiors category of Dezeen Awards 2022.

Designer: Various Associates

Project: (SO)What Chengdu

Read more: Various Associates