Launched in 2012, lingerie and loungewear brand NEIWAI is exemplary of a new generation of homegrown Chinese brands adopting conscientious business operations, using only high-quality eco-friendly materials and finding ways to drastically reduce packaging. Modern and forward, NEIWAI’s offerings are not only inclusive of all body types, but also quite versatile, allowing women to use many of the products solely as undergarments. Although largely sold online, the company has recently opened a brick and mortar presence at homebase Shanghai. Occupying a 216 sqm. (2,325 sq.ft.) unit at Jing’an Kerry Centre, a prestigious mixed-use complex with a shopping centre, offices and a hotel, the boutique features an interior design by design practice Studiolite. An almost entirely open front allows easy access to the premises which, as if reflecting NEIWAI‘s celebration of all female forms, comprises curves and sinuous shapes all over.
A robust column at the entrance demarcates the outer corner of the premises. In the left corner, in a semi-secluded section the brand’s underwear collection is presented on both sleek wall-mounted clothing racks and on suspended equivalents. In the middle of the shop a curved low wall creates a nook for NEIWAI‘s loungewear and daywear pieces, a fast-growing segment, while also flanking a seating area. Beyond the sales counter, shoppers find items from the brand’s activewear collection presented on shelving and an elongated clothing rack lining the wall. The fitting rooms reinforce the design concept, and aim to provide women an increased sense of security and fitting experience, using double-layered curtains. Special attention has been given to lighting which comes in spotlights, line lights, and luminous stretch film covering organically shaped ceiling openings. A nifty control programming system allows different atmospheres and colours.
NEIWAI
Jing’an Kerry Centre, 1563 Nanjing Xi Lu , Shop B1-01
200040 Shanghai
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
