An interaction of transparent, translucent and reflective materials highlights the interior design of Geijoeng’s new brand store in Shenzen, China. Designed by Studio 10, the 120 sqm Concept Store of the Chinese womenswear employs the use of glass in different statements to visually communicate the brand’s minimalist style.

“The client wanted to create a retail space encouraging people to take photos and share them on social media,” mentions the studio.

The entrance corridor leading to the store Image Credit: Chao Zhang

Led by architect Shi Zhou, the design explores the relationship of light with surfaces. The entrance corridor provides views of the exposed grid ceiling and half glass brick walls in the background. A window display sits beside the entrance corridor where the entire space has been paved with glass bricks. From beneath the flooring vaguely peeks a greyish-green paint that refracts the colour through its solid surface and creates a strong visual statement.

Exposed grid ceiling and half glass brick walls forming the interiors Image Credit: Chao Zhang

On crossing this corridor and arriving at the main display area, geometrical lines and forms create seemingly weightless compositions. While channel glass walls enclose the space, striking made-to-order greyish-green terrazzo with green and white marble aggregates pave the floor. The homogeneity of the walls is orchestrated by silver mirrored surface in its background that allows hints of the green to refract throughout the space.

The flooring comprises green terrazzo with inlaid marble aggregates Image Credit: Chao Zhang

A fitting room in a striated acrylic tube enclosure carefully sits in the middle of the store. While its translucent surface faintly creates a ‘theatrical effect’ of light, green velour curtains on the inside ensures privacy.

The store features a flexible layout with minimal interventions Image Credit: Chao Zhang

Striated acrylic tubes as enclosure of the fitting room Image Credit: Chao Zhang

The store takes a unique approach to display the brand wear where a simple garment hanging system reinforces the encompassing lightness. “This system is made of custom frosted acrylic rods connected with silver scaffolding metal joint that are highly adjustable and adaptable. The acrylic rods are set in a green marble base, which vary in size depending on their functionality as some are used as a display stand, bench or storage platform,” explains the studio.

Frosted acrylic rods connected with silver scaffolding metal joints are used to display clothes Image Credit: Chao Zhang

Green marble bases of varying heights support the marble rails Image Credit: Chao Zhang

Contrary to conventional garment rails that often go unnoticed in retail stores, the designers sought to use the application of this element in complementing the interiors.

Glass bricks, an important material in the design of the store, are used differently at the check-out desk as a long, linear base refracting green colour through its surface. An exposed grid ceiling positioned with linear lights softly illuminates the monochromatic space.

The interiors explore the weightlessness of glass and its interaction with light Image Credit: Chao Zhang

“Studio 10 wishes to create rich spatial hierarchy and ghostly spatial dimensions that coincides with Geijoeng’s minimalist and euphoric essence while contrasting with their Fall/Winter Collection of silk, wool, cashmere, velvet, and other textiles,” adds the studio.

The designers worked closely with the brand from conceptualisation till the execution of the store, and realised the project in October 2019.

Transparent, translucent and reflective materials are beautifully integrated in the design Image Credit: Chao Zhang

Project Details

Geijoeng Concept StoreShenzhen, ChinaGEIJOENG120 sqmStudio 10Shi Zhou (Principal-in-charge), Cristina Moreno Cabello, An Huang, Chunhui Mo, Zixia Huang, Yue Yu, Feifei Chen, Jiaxiao BaoOctober 2019