© kooo architects / Photoraphy: Weiqiu Lin

Founded almost two decades ago by designer Wang Yiyang, the Zuczug fashion company has evolved into a successful multi-brand business that resonates extremely well with China‘s booming and increasingly savvy middle class. Based out of Shanghai, Zuczug manages a growing nationwide network of stores, but continues to emphasize its home base operations for plenty of good reasons, and the main one being its solid reputation as incubator of consumer trends. As such, Yiyang also cleverly anticipates with branded retail concepts, and the latest one to be launched is in the PARK.

The store occupies a ground floor unit at K11, an art-infused mall concept on Huaihai Zhong Lu. It’s no coincidence this location was selected as the store formula seamlessly blends with the mall’s target audience and their outlook on life. The interior design, created by Tokyo-based practice kooo architects, takes cues from in the PARK‘s shop concept. As it’s very much geared towards a young demographic and their forward lifestyles, the store aims to be a meeting place where shoppers indulge in merchandise, exhibitions and social events, and as such, the chosen aesthetic is understated with some rough edges, signalling modernity and accessibility.

The interior design uses the building’s bare concrete shell to its full advantage, featuring bare walls, an exposed ceiling and concrete tile flooring, and it forms the perfect backdrop for and a variety of furnishings that have a similar raw and industrial quality. Set up as a concept store, in the PARK specifically targets a young demographic, and carries not only brands from the Zuczug portfolio such as the eponymous premium line, klee klee, An Ko Rau,  and WHM, but also a tightly curated range of other clothing brands and an assorted range of lifestyle products. Location: K11, 300 Huaihai Zhong Lu, Shop B203 (Xintiandi)

© kooo architects / Photography: Weiqiu Lin