Addicted To Retail (ATR) presents: TAG Fashion Boutique in Guiyang, China.
This is a fantastic design tour. We begin this journey from the first face-to-face communication, task design to basic information acquisition. The design theme determination of “‘31 shades of grey’ fashion art gallery” is actually a natural growth process. All basic information powers out through the designer’s mind like magical creation machinery.
TAG is a fusion space of multiple brands and contents. Men’s wear, women’s wear and accessories are in the space to be sold. In terms of style, there are formal dresses and street-style clothes; there are not only fancy catwalk-show but also cafe bar inside. During brainstorming we find out the “analogy” between space of Gallery and collection store.In this “analogy” we get the prototype of TAG design. In a general way the fashion collection exhibited in TAG can be seen as artworks. The Owner also wants TAG Boutique keep a kind of artistic taste.When we as designers communicate with the owner and discuss about the concept for the first time, we chime in easily and soon confirm the direction of the design to develop . We are determined to design a “fashion art gallery”, so we need to develop the design of a fashion boutique like doing a gallery design.
Guided by this idea, we begin to organize the space. The exhibition walls are alternately arranged on square planes for presentation of clothes. Referencing the classical flow pattern in early Morden, the arrangement of exhibition walls lead customers into a flowing and unstopping space. Cubic showcases are interspersed between exhibition walls to display accessories. The design of stairs is designed to be more than a functional element but also a showing space as in a gallery, and finally becoming the focus inside the whole space. The atmosphere created by the professional wall washer light, along with mega-size exhibition wall on one side of capacious stair space highlight the theme of “art gallery”, linking art and fashion closely.
The purpose of art gallery is to display art exhibits. Our fashion boutique borrows the idea, taking full grey hue as the space keynote to show clothes of different styles. Grey around 30 shades have various choices and texture possibilities, obtaining abundant gradations and bringing exquisite feelings to space. In the view of texture combination, we hope to form a kind of tension through comparison between different textures, bringing dramatic effects and making space texture rich and changeable. Felt, terrazzo, calico aluminum plates, bare concretes, artistic cement paint, corrugated aluminum plates and marble appear alternately in space, jointly fostering a delicate “grey” space. In line with natural light and artificial illumination, the grey space reflects elegant and peaceful temperament, which is as quiet and attractive as Morandi’s paintings. Meanwhile, the sense of ceremony and mystery brought by grey “art gallery” makes the exhibited goods obtain artistic sublimation, promoting the quality sense of people’s shopping experience.
The applications of “analogy” space rhetoric and design method of art gallery make it accessible for fashion boutiques to obtain extraordinary performance dimensions. This design also enables us to gain remarkable experience.