Shanghai is the centre of top jewelry brands. Designers need to differentiate themselves from every angle. Store design is a focus of brand owners, especially in light of the increasingly challenging reta
il market. Customers’ attention is drawn by two layers: the outer layer of store design, and the inner core of product design.
GRACE GENERATION FINE JEWELRY位于浦东小陆家嘴核心区域的华润时代广场，这座被誉为具有“世界性的设计”的改造建筑，由日本设计师佐藤大倾力完成。延续商场经典剧院元素，珠宝店运用弧形拱门搭配极富张力的星空蓝塑造门头，吸引现代年轻女性的关注。与传统珠宝店低调、规矩的设计风格相去甚远，整体营造出艺术摩登的氛围。
Grace generation fine jewelry is located at CR Times Square, in the centre area of XiaoLuJiaZui in Pudong. A world class piece, this new renovated building was designed by Dai Sato’s Nendo Studio. Following the classic theater elements of the mall, the jewelry store uses arch and star blue to shape the door head, attracting the attention of modern young women. Different from the low-key and regular design style of traditional jewelry stores, it creates a modern artistic atmosphere as a whole.
The combination of arch and curtain decoration of the store extends the theatre design of the mall inside. The whole site area is only 30 ㎡, in a rectangular plan. Tianhua Interior Design Department II uses the characteristics of long lines of the site, puts the twists and turns of the "street" in the plan layout, and minimizes the weakness of the space. Different functional areas are arranged in a staggered way to provide space for viewing, wearing and resting space to the greatest extent.
The strolling path in the store mimics people’s path on the streets. The layout of "theater style" small landscape combined with rest chair, decoration and lighting catches consumers' attention no matter where their look. The leisurely and comfortable setup enhances customers’ feeling of "shopping".
In a limited space, designers need to think about how to create reception areas for different types of customers. Considering the spatial layout, the staggered design creates the exclusive area for high-end customers, and at the same time, the doors with free closing facade are used to ensure the customer privacy.
Balancing between the limited shop area and quantity of jewelry to display, the interior designer skillfully uses a variety of ways, including flat cabinet display, drawer display, facade display and window display, so that there is enough display space for each customized product.
The facade display area creates an ornamental scene, which is vaguely presented in the corridor through glass. Zooming in, the natural features and exquisite craftsmanship of jewelry show the purest creative inspiration to show customers the story of design. At the same time, it helps to protect the privacy of the internal space for better customer experience.
By changing the regular layout and integrating people's "strolling" behavior, the interior designer hopes to break through the limitations of traditional jewelry stores, reduce people's sense of distance to jewelry through design, and encourage customers to actively pursue and experience beautiful things.
Creative jewelry design makes beauty deeply rooted in the hearts of the people, while space design gives customers the experience of shaping memory and common emotions. High quality space brings people a sense of belonging and helps to enhance the credibility of the brand.