A new retail experience store for Chow Tai Fook in Yoho Mall uses the jewellery brand’s signature gift boxes as the driving theme.
October 11th, 2017
Jewellery is often associated with celebrations. It is one of the most popular gifts for newborns, birthdays, weddings, festivals, and many key occasions in a person's life. The designers from One Plus Partnership adopted the concept of a gift box in the interior design of the shop, illustrating a sense of celebration and joy regardless of presenting or receiving jewellery as a gift. As this store signifies the launch of the brand’s Young Line, pastel colour tone is adopted to create a young and energetic atmosphere.
Overthrowing the cliché of a local traditional jewellery shop’s image of gold and shine, this experience shop is designed with numerous identical gift boxes of various colours and materials. A total of 1,070 gift boxes are installed, extending from the wall, ceiling, cashier, workshop table, to the groups of display stands in the centre of the shop. Upon entering the shop, the customers would feel as if they are standing among piles of gifts, indulging in a space of young, joy and fun.
Another highlight of this experience shop is the unconventional layout that creates a close and interactive space between the staff and customers. Unlike the classic one on one consultation across a long glass display table, the display cabinets are set on both sides and in the centre, greatly enhancing the mobility and creating a comfortable shopping experience. The display cabinets are made of glass boxes, in which some are slightly extended out from the two sides along the wall that serve as mini consultation tables. In the centre area, various groups of display cabinets are surrounded by colourful sitting cubes in a causal manner, allowing the customers to sit down and take time in choosing their jewellery. The sitting cubes are made with different fabrics, patterns and shades of pink to resemble the magnificent gift wraps.
Digital screens in the shop display graphics are related to the products, establishing a modern and cyber theme while enabling customers to find out more about the products. Spliced screens are also installed at the entrance, showing motion graphics that beautifully demonstrate the design theme of the store.
The carpet used in the shop is customised in which the abbreviations of the brand’s name, CTF, is abstractly printed on the carpet in different colours. The eye-catching carpet is very uplifting, and matches with the colour scheme of the shop.
The shop displays tools for jewellery production, sketches and prototypes, which are all specifically chosen by the designers. These displays not only decorate the shop, but also creates a platform for the staff to explain to customers the production procedures behind every piece of jewellery, enhancing the personal touch in their service to customers.
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