Not Just A Shop
When the well-travelled and design-conscious duo behind Not Just a Shop – a lifestyle brand focusing on global design products – chose a newly built department store in Shenzhen as the home for their next retail location, they knew that in order for their shop to stand out they would need to take a unique and unconventional approach in their vision. To challenge the density of department store environments, Yatofu Creatives explored various ways of contrasting their concept with neighboring retailers while still retaining a sense of coherency within the greater context. Their resulting solution looked to juxtapose their concept with the polished and uber-finished interior of conventional department stores.
Due to the nature of their operation, department stores are usually organized with a strong sense of logic, which can often become very cold and clinical. The concept direction sought to disrupt this sense of artificial perfection by evoking emotions and memories through an artistic and sculptural approach.
A proverbial chisel was used to carve into the volume of the space, referencing monumental architecture and abstract sculptural forms. Inspiration was also drawn from the research of a local designer-Jini Chu, whose work is based on makeshift concrete bases and barriers, and the beauty of their necessity. In manifestation, each display fixture is uniquely designed with artistic sensibilities and a strong sense of proportion, while still upholding functional considerations.
It was necessary to address the physical and emotional feel of the space. Too often is the physicality aspect overlooked in retail design, and tactility is often the most direct way of creating emotional connections and experiences.
Interior photography: Sheen Tao
Still-life photography: Aleksi Tikkala
Still-life stylist: Piia Emilia