Fashion “Upside Down”

What is the brand spirit of SOWHAT? This is the first question that we take into account after receiving the design Commission. The owner of SOWHAT not only wants to express a self-breakthrough, not defined style, but also it should have elegant and witty temperament.

How to express this kind of spiritual character in space design? With this question mark, we began to explore the concept of design. After analyzing the basic data, a clear intention emerged: Upside Down. This is a film about the two worlds that are mutually reversed, people are living in the twin world and having a parallel life, they are unable to touch each other. Finally, with the reversal love of the  leading actor and actress, the two world links. It was inspired by the two storefronts of the SOWHAT shop, we immediately associated this fascinating subject. The concept of "Upside Down" can perfectly solve the physical state of respective separation of the two floors, which forms a tightly bonded space, and achieves a kind of space tension that can not be achieved by the simple repeated design.

When this concept is formed, the design will become an act of Homeopathy. In the image space, we hoped to add only one element, one suitable module: 36 cm cube frame, it can dummy the urban structure of “Upside Down”, but also can be used to display goods, and meet all the functional requirements, such as checkout counters, fitting rooms, staircases and so on. Props on the first floor rise from the ground, while the props on the second floor hang down from the ceiling. At the same time,  the color of terrace and ceiling on the first floor will have image with the second floor, so that the two floors will naturally form the retrograde twin world, then the second floor will emphasize the sense of space with upside down models.

Modularized cube frame likes Lego, which forms the props of hanging clothes,  and shelving accessories through splicing and stacking. At the same time, the movable small components of being designed for frame match the glass plate, which can display the accessories on the  different frames. The owners only need to take a little thought, then they can play a new display every day.

As the only way to connect the reverse world, the stair also uses a modularized framework. By means of constructivism, it will be designed as an art installation with the back two-story mural wall, the stair will turn into a positive and attractive space, so that increase the commercial value of the second floor. The storefront large windows can make the stair be fully displayed, and the up-and-down fashionable customers on the stair also become the city's landscape.

The SOWHAT is designed using a minimalist approach, with no extra decoration and excessive color, the unified display elements will highlight the products into the space protagonists. The most feeling is a kind of gallery experience rather than the conventional clothing store when people walk around the stair.