, duration 01:45
vocalization
polymerization
Monumental
Mystery
Sense of ceremony
Spatial sculpture
Founded in 2007, IINC is a large-scale fashion boutique that brings together more than 300 independent designer brands at home and abroad. After more than 10 years of development, it has become a large-scale comprehensive pioneer buyer with millions of fans and online and offline joint development.
" I Self · Independent · New Brand New · Confident "Examine yourself and give yourself a whole new look, enjoying the self-sensuality of a unique and independent individual."
Designing a brand sales space with an attitude that interprets the brand spirit of IINC is an interesting and meaningful thing to keep this very different.
Cities are created by the residents who live in them, which leads to different factors such as each city depending on the occupants, geography, climate, etc. The builder of the brand is the creator of the city, who provides a unique urban space that invites tourists from all over the world to come here to watch, play or settle.
About a city composed of "monumental buildings, squares, residences, landscapes", about the square, is one of the most open and inclusive spaces, is the focus and divergence point of people from all directions, people in the square show their aesthetic taste.
Vendors, tourists, artists, performers, etc. are playing non-repetitive stories in the square, and the square with thousands of faces and the intrinsic genes of THE IINC boutique shout corresponding slogans.
Vocalization, convergence, monumentality, mysticism, ritualism, spatial sculpture
are the key words in the design of the space, and they make up this "white square"
It has a unique temperament about IINC.
This white space should be no alienation from any defined or undefined style, and use pure white space to accept different cultures, different groups of people, different clothing, and become an open interactive platform.
You can speak in the center of the square and show your unique individual thinking; you can gather here to find similar souls. After being given the attribute of the square, the space becomes more diverse and variable.
The white square is scattered with sculptures, monuments or fountains, which is a kind of monumental expression, but also a spiritual transmission relationship, "white square" in the form of a square, layer by floor designed central sculpture, open space, circular display area, peripheral display cabinets, that is, the square and the square around the buildings of the opposite relationship.
Through the opening of the main entrance, each spatial level can be seen through the glass in turn, as well as the most iconic central sculpture of the square, where the flow of people is dispersed from the entrance, that is, guided into different areas. The exploratory guided approach becomes the possibility of creating romantic and surprising encounters in the square.
Enclosed on the outermost edge is the block surrounding the square, which is also a place of selection and purchase, with a clothing display area running through one side and a multi-functional display board on the other side.
If you enter the central walkway, you will pass through the curved promenade and reach the central area of the square, which is also an area for display and activity.
Pure white space is more like a canvas, clothing is a work of art is displayed, white square carries the possibility of activities, such as new product launches, catwalks, brand VIP activities, etc., the lighting has a strong performing arts nature, the space begins to breathe slowly, slowly entering the world of color. At this time, the white square instantly becomes feminine and moving, indicating that the event is about to happen, so that people can enter the experience more abundantly.
Sculpture is the art in space and also carries the soul of space. The square is a kind of historical existence, and it also acquires a new meaning of existence at the moment, and the sculptures in the space express the attitude of preserving cultural attributes while innovating themselves.
In the center of the square is an inverted triangular cone device, which is cut into three parts, falling layer by layer, and the tip bounces back at the moment of touching the ground, interspersed upwards.
The first half of the stone stele, each side is engraved with ancient Egyptian hieroglyphs, ancient Greek, Egyptian cursive, the text from the Rosetta Stone for the Egyptian archaeological community, so that the previously undecipherable ancient Egyptian hieroglyphs have a breakthrough, and the stone stele itself has also been given the meaning of "translating more Chinese words" and "key clues". In ancient Greek, which is most closely related to modern English, the IINC logo is hidden.
The visualizer in the second half is a modern minimalist expression, with white and black overlapping each other, like the glass pyramid built by I.M. Pei in Paris, the modern pyramid is built for the living and shows respect.
The surprise that space leaves for the creator can sometimes become a special presence. After the demolition of the space at the beginning of the project, the bare tube is interestingly wrapped in a romantic and decorative ancient Greek Collins column head, and presented in the way classical sculptures are displayed in the museum. It is the product of the unpredictability of the story and the thinking and solution.
The original state of the water pipe
The European lines are scaled up to create a strange sense of familiarity, which is also extended to the cash register and locker room. Hopefully, it is irregular, breaks through the inherent form, floats in the space thick and light, and the functionality and decoration run through the corners that are easily overlooked.
The Pillar of Hercules is a symbol of strength, dividing the Atlas Mountains in two, and the broken arm that supports the sloping pillar, mirror and reality, form a complete set of pictures.
Complexity and minimalism, nature and power, the conflict and contrast in this space is undoubtedly strong, and the wall surface is a relief of warbler grass and flowers and birds, carrying the power of flexibility.
The corners of the chair are derived from the morphology of the Colosseum, which was originally used to watch gladiators' matches, but in the early Middle Ages, it gradually became a residence, workshop, priest's quarters, fortifications, quarries and religious shrines. Like the concept of a square of space, condensed on this black furniture.
The use of the modern square has become more extensive, in addition to politics and religion, it is more about presenting diversity, the story that happens in each corner may be a fable book, we have set up a "pool" here, expectations, wishes are put into it, ritualized acts make the level of events more abundant.
Trevi Fountain in Rome/ Trevi Fountain
“My work is more about your seeing than it is about my seeing, although it is a product of my seeing. I’m also interested in the sense of presence of space; that is space where you feel a presence, almost an entity — that physical feeling and power that space can give.”
——James Turrell
Color is given life and emotion by light, and white space is inorganic, showing a completely different temperament surrounded by light. Simulate the shape of sunrise and sunset squares, feel the mystery of purple, the vitality of orange, and the sweetness of pink.
The change of light and shadow has become the unique main theme of the white square, and the diffuse colors make the whole space have the same temperament in an instant, but it can be changed at any time.
Fashion trend play, art design, cutting-edge cross-border, brand voice is the expression of the brand, space sculpture is the means of expression, mystery and sense of ceremony is the feeling of expression, and finally to the memoriality of each individual is the archive of personality expression.
, duration 01:48
Visual artwork Money is extraordinary
The sunset over the square also heralds the imminent start of a new sunrise, which is the end of the project itself.
But our story with the brand is still continuing, running into each other and growing, thanks to the brand side that paid for this project, the various teams that cooperated with the construction landing, the relevant responsible personnel of the mall who actively cooperated, and every small partner who participated in the pan-domain design.
Project floor plan
Project Name | IINC WHITE SQUARE White Square
Project Client | IINC
Project Address | Hangzhou MixC 3F, China
Design company | Universal Design
The main case design | Zhu Xiaochen
Hard mount design | Chai Erhuan Huang Yanjun Wang Zuxin Lin Zhicheng Shi Xiaoni
Soft design | Chen Lin Li Jiajun
Graphic design | Hu Xiaoxian Liu Juntong
Project scale | 207㎡
Completion time | 2022/01
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