Care of Original Ecology — Annil Flagship Store | Bloom Design

Design Company: Bloom Design

Chief Designer: Li Bao-Long

Location: Shenzhen, China

Design Period: 2014.4-2015.6
Building Area: 90 ㎡

Main Materials: Cement slab, Recycled old boards, Scales hole perforated metal mesh, White linen, Retro self-leveling cement

Team Member: Chen Xiao-Hu, Xing Zi-Chao, Fang Fu-Ming

Author: Huang Jia-Ye

"A different comfort" — Pursuing fine fabric and comfortable experience has long been the brand concept of Annil. Thus, Bloom Design's idea about this space is to break the traditional impression about children's wear business, and to present a unique, vivid "children wear retail space" which enjoys the sense of a boutique store but different from ordinary retail stores.

The designer tries to release Annil from the traditional children’s wear pattern and shape a new image for it. Thus, the design focuses on creating a caring and comfortable space which breaks the traditional materials pattern and returns to true nature. This design uses materials such as natural concrete, recycled old rough wood etc. boldly. The objective is to build a children's wear retail space that offers unique shopping experience.

The designer uses natural materials such as original wood and fair-faced concrete to create an original and natural atmosphere for the sales area and the whole space. In this way, the "original ecology" concept of the space is in line with ANNIL's demand —“natural and organic"; and embodies its theme "a different comfort". Massive use of cement -“Original Ecology”- both on the wall and floor brings people with original, plain and rough intuitive feelings. While fabrics of children's wear must be as soft, warm and comfortable as possible, plain and rough materials are used in this space. This sharp contrast brings out the soft texture of the products, and expresses the idea more vividly that children need care.

Display cabinets in this space involve wrapped cloth and old rough wood elements. In the infant's wear area, the cabinets are compared to babies and being wrapped by cloth visually. The pure white linen concept reflects the purity of infants and the nature of materials, and brings out Annil's care of babies. The old rough wood element of the middle kiosk and the old wood finishes of the children's wear area add humanistic feeling to the pure original ecology atmosphere. Old woods are in sharp contrast with the texture of the clothes which feels like newborn baby, this makes the temperament of the space fuller.

In the final space that the designer presents to people, he integrates the concept of original ecology into every part and every detail of the design and even into the process of sales. The nature sense of the space combines with the brand concept of Annil more closely in this way.