As a strategic foothold in China for the century-old Italian heritage brand CURIEL, the CURIEL CASA flagship store anchors itself at Chongqing’s Liberation Monument Pedestrian Street. Tracing CURIEL’s century-old legacy, the store showcases theatrical craftsmanship, employing architecture as a narrative medium to reconstruct spatial emotional experiences. Milan’s rich history and modern art inspire its design. Design firm Hangzhou Liang Architecture Studio draws from its streets and the “Made in Italy” spirit, combining materials and fine details to bring our spaces to life.
The design firm uses architecture to tell brand stories, blending East and West, old and new. Inspired by history and opera, our designs create emotional, memorable spaces. Commencing from the facade, the crimson curtain employs parametric construction to create stratified curved surfaces, its pleats channeling an overture of light that freeze-frames the anticipatory tension of an opera curtain’s rise. As shadows traverse the anodised aluminum surfaces, the structure initiates its spatial narrative through dramatic geometric metamorphosis, an architectural soliloquy in folded planes. Lifting the veil, the observer becomes the protagonist, immersed in this choreographed interplay where architecture transcends physicality to embody performative artistry.
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- Photo credit: Hanmo (Hangzhou) Photography Co., LTD
At the heart of the space, a sculptural spiral staircase flows like silk, shaped by parametric design. Soft light reveals its layers, creating a striking contrast with the solid stone around it, a blend of old and new, light and structure.
We used parametric design to reimagine Chongqing’s bamboo weaving in a modern way. In the VIP lounge, layered bamboo textures and light create a rhythmic, translucent effect that brings traditional craft into a contemporary space, bringing together culture and brand identity.
Immersive CURIEL SALON Spatial Artistry, we meticulously craft every detail of furnishings and decoration to resurrect the enchanting ambiance of La Scala Theatre. Here, the iconic scenes of La Traviata transcend historical recollection, being re-imagined through contemporary vitality.
Each curated furniture piece, choreographed light beam, and even the ambient olfactory notes collectively orchestrate a chrono-sensory banquet, where visitors become protagonists in Verdi’s timeless drama. As spatial scenography unfolds, guests witness the camellias’ re-blossoming, their senses immersed in the century-transcending charm and emotional catharsis, now spatially encoded as experiential heritage.
Through brand semiotics, cultural hermeneutics, and hyperlocal interventions, we construct a gravitational field of emotional resonance, where architecture operates as a cultural vessel, humanistic ethos serves as the keystone, reconfiguring the tripartite spiritual covenant between people, space, and brand. Aesthetic narrative functions simultaneously as artistic semiotic syntax and commercial energy transducer, achieving dimensional elevation of localised brand value through meticulously orchestrated spatial semiosis.
