In a time of consumption downgrading, consumers are shifting away from surface-level aesthetics toward deeper, more meaningful experiences. Responding to this shift, Bobo Chen, Creative Director of LubanEra·Design, crafted AimeeHe Studio, located in Nanyou, Shenzhen around the concept of “Metaphor & Ease”, prioritising emotional resonance, openness, and immersive spatial storytelling.
Centered on the brand identity of AimeeHe Studio, the design transcends the limits of conventional commercial language, precisely capturing the brand’s ethos of minimalism, purity, and ease. The exploration spans spatial functionality, material innovation and experiential immersion, unleashing the full potential of the brand in a physical space. The result is a multifunctional, content-rich environment that empowers the brand to stand out in a competitive landscape—offering a new model of commercial space where aesthetics and commercial value converge, setting a new benchmark for the industry.
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- Photo credit: Nie Xiaocong
A naturally intuitive narrative unfolds within the space: the organic textures of natural materials echo the austere geometry of structural blocks and the crystalline clarity of glass. The result is a layered sensory experience where spontaneity meets precision, and time collides with space. Light and shadow, like a cinematic lens, capture fleeting imagery of time, stirring emotions with subtle shifts, and infusing the atmosphere with quiet tension, vitality and resonance. The design returns to essence, inviting visitors to slow their pace and reconnect with the authentic joy of shopping in a “de-commercialised” environment.
An interplay of stone, wood, and metal imbues the space with softness and untamed beauty, as if organically grown from the building itself. This material language breaks the boundaries of physical space, expanding display functionality, creating visual contrast, and defining the space’s spiritual core.
Moving away from conventional linear displays, the project embraces an island-style arrangement with varying heights. The architectural structures and ceiling act as a backdrop for this curated fashion exhibition. Here, display stands organically integrate with spatial structures, blurring the boundary between people and space, subject and object. This interplay nurtures a calm, tranquil experience both physically and emotionally.
Within a nature-inspired setting, the space centers on human experience, weaving a multi-dimensional narrative of contemporary fashion. Geometric forms articulate material textures, while natural elements are artistically interpreted and integrated into the space. The design subtly balances functionality with circulation cues, deeply exploring spatial composition to foster a coexistence of diverse boundaries, fluidly connected, delicately separated, or rhythmically defined. Rooted in creative ingenuity, the space silently converges a quiet longing for ease and nature in everyday moments.
Creative expression gives rise to distinctive visual impact and immersive experience, evoking emotional resonance. From overall spatial planning to meticulous articulation of material textures, the atmosphere is carefully crafted through structures, creating an environment that is both dynamic and cohesive. Even with product integration, the visual identity remains unified and harmonious. Based on the brand’s display demands, rhythmic lines, tactile materials, and layered layout work in concert to create depth and nuance. A systematic approach integrates display, tone, and user experience, leading visitors into a spatial narrative that transitions from sensory appreciation to emotional connection, establishing a new commercial paradigm where art, functionality, and humanism converge.
Beauty resides in the subtle rhythms of contrast—the collision of forms, and the interplay of light and shadow. Light becomes the medium that reveals the spatial depth and structural tension—gently brushing raw and warm textures, unveiling the soul of the space. A natural color palette paired with unadorned pottery highlights the warmth of artisanal touch. Gentle light filtering through woven rattan adds a relaxed atmosphere, imbuing the space with the patina and warmth of time. Amid the clamor of urban life, the project embraces a philosophy of serene retreat, conveying AimeeHe Studio’s unique sense of humanistic urbanism. It offers a moment to breathe with nature, to engage with life, and ultimately, to rediscover inner peace.
