The two (SO) What boutiques in Chengdu have forged a solid reputation among the city’s fashion-forward youth, and knowing that presentation is half the effort of sealing the deal, its retail spaces have always offered a much appreciated experiential shopping dynamic. As of late, the brand’s retail space at Jingronghui, a prestigious mixed-use complex with soaring high-rises in the heart of the city, flaunts a new and unapologetically modern interior design created by Shenzhen-based architecture practice Various Associates. The store measures a total of 415 sqm. (4,467 sq.ft.), spread across two lower floors of one of the towers on street level, and is demarcated by a distinctive pristine white façade. Interestingly, the design concept is inspired by Sichuan opera, a genre of opera named after the region in which the boomtown is situated and also one of the oldest forms of Chinese opera. In Chengdu, the often lengthy operas were mostly performed at theatres with an elevated street side stage, and watched by throngs of people.
The ‘stage’ element has been applied to the interior design, and the large floor-to-ceiling windows serve as a conduit for the unapologetic visual drama of the indoor aesthetic and has the gaze of many a passer-by fixated. Rotating laminate panels (mind you, they can rotate 180° horizontally and can also move vertically) with giant LED screens have been suspended on both floors, featuring footage that strongly influence the shopping experience. Right below the screens, adjustable steel rails are suspended to showcase garments. Both floors are uncluttered, evoking a strong sense of spaciousness, but also further boosts the intended theatrical effect. On the ground floor, the open space below the gigantic screen is flanked by a seating area and two fitting rooms, while upstairs it’s by additional display areas. Here, both the fitting rooms and seating areas are smaller and situated behind the staircase that connects the two floors. The (SO) What boutique serves a well-heeled female clientele with a penchant for forward and distinctive fashion, and as such, a curated range of on-trend premium and high-end labels from both home and abroad can be found here, including Feng Chen Wang, Jacquemus, SHUSHU/TONG, Dion Lee, Toga, Simone Rocha and motoguo.
(SO) What
Jingronghui, 99 Xiadong Dajie (Jinjiang)
610021 Chengdu
Daily 9am-10pm
Publishers Note
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