About the project
The project is situated within the exhibition hall on the ground floor of FLORA & ailey headquarters. The brand intended to create an experimental store space that integrates retail activities and brand image display, hoping to set a benchmark standard for its future stores.
This required the design team to have an accurate understanding of the brand’s philosophy and positioning, and to adopt suitable aesthetics in response. The project not only needed creative design, but more importantly, requested designers to consider the productization, iteration and efficient execution of the design scheme so as to satisfy the brand’s multi-faceted demands.
Entrusted by FLORA & ailey to imagine this retail space, JYDP team firstly analyzed the brand’s core values, and accurately captured three key words young, approachable, elegant, to define this brand space.
The brand’s female consumer groups are young, elegant and intelligent. Behind their graceful and simple appearance is a strong, confident mind. They enjoy nature, and embrace an independent lifestyle.
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