Catering to a young and savvy demographic, Chinese streetwear brand PMW aligns its edgy aesthetic with its retail spaces, and the newly opened retail space at Hubin Yintai IN77, one of Hangzhou‘s most popular shopping centres, is a perfect example. Occupying a 143 sqm. (1,539 sq.ft.) unit, the store features a distinctive design by Shanghai-based design practice All Design Studio. Concepted as an ‘exploded box’, a theme which symbolises the act of breaking free, indeed, how very relevant for PMW‘s rebellious clientele, the unit is demarcated by a irregularly jagged low wall and contrasting sleek canopy. Inside, shoppers find a backdrop of red brick flooring, lightweight brick walls clad in a glossy white epoxy. Handcrafted cracks and aged finishes lend the space optical wear and tear. The aforementioned canopy is seemingly supported by faux columns which serves as both a display and a focal point.
In between the columns shoppers come across a hammock, albeit a decorative one made from chains. Four islands, crafted from whitewashed brick, provide display and storage space, featuring distressed edges and orange fabric handles that not only echo PMW‘s aesthetic, but also tie in with chairs made from orange fabric scraps. The interior sees plenty of element which resonate with the sensibilities of PMW‘s young following, including a curved wall with a cracked mirror and pulsating lights which generates dynamic visuals, fitting rooms with handcuff-shaped handles and silver metal tiles. An evocative ‘Prison Break Exit’, featuring an infinity mirror and a ladder motif further amplifies the narrative of freedom. The Barrisol celing features a graphic pattern which adds to the visual dynamic of the design. The new PMW store carries a wide selection of the brand’s apparel items. © superfuture
PMW
Hubin Yintai IN77, 258 Yan’an Lu
310001 Hangzhou
Publishers Note
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