Forward fashion retailer SND continues to expand its network of design-led boutiques, adding a second retail space at home base Chongqing. The new boutique, situated on the premises of the soaring World Financial Centre skyscraper in the downtown district of Yuzhong, occupies a 296 sqm. (3,186 sq.ft.) set across two levels. For the interior design, SND collaborated once again with Shenzhen-based architecture practice Various Associates, and obviously, the result beautifully matches the many trophies on offer. Drawing inspiration from the fact that Chongqing is a city built in the mountains, and as such, boasts a prominent infrastructure of viaducts, the shop reflects this by way of a number of unusual volumes. The design takes the narrow and elongated dimensions to its full advantage, offering a shopping experience that resembles, yes indeed, shopping under a viaduct. The concept is anchored by a 20 meter-long, straight, unblocked circulation route paired with compatible ways of display in order to emphasise a sense of openness and order.
However, it’s a 20-metre suspended display counter flanking the outer perimeter of the SND store which is the focal point of the design. The designers took cues from the cable-stayed structure of suspension bridge, which relies on one single structural column in the middle, with a long-span cable supported and obliquely pulled in a triangular way. Obviously, there are additional suspended elements, including two canopies with linear lights embedded in nearly 200 vertical plates and clothing racks that run across the the full length of the lower level. A staircase leads to the upper level, featuring handrails inspired by railings on mountain roads, where a similar aesthetic with and intricately suspended display counter and one elongated canopy. The new SND store carries a wide range of forward brands from fashion’s upper echelon, including coveted names such as Xander Zhou, Dries Van Noten, Mikio Sakabe, Deepmoss, Marni, Coperni and Wooyoungmi.
SND
World Financial Centre, 188 Minzu Lu (Yuzhong)
400010 Chongqing
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