CHOW TAI FOOK JEWELRIA PARKVIEW GREEN SHOP | One plus partnership

This Chow Tai Fook ‘Jewelria’ new branch is located in Parkview Green, which is an artistic shopping mall. There are countless sculptures of different styles inside and around the building. At the beginning of the design stage, we combined the local elements of the project location and our original concept of the ‘Jewelria’ to elevant the artistic vibes of the commercial environment.

For this project, we continued the concept of ‘graffiti’ and added the idea of ‘POP-UP’ in the store, so we turned this new space into a comprehensive integration of exhibition, leisure and shopping functions. We applied the ‘graffiti’ concept of the Chow Tai Fook ‘Jewelria’ to this space, so the carpets, screens, and sofas were covered with hand-drawn graffiti patterns, and even the glass cabinets were printed with Chow Tai Fook's graffiti logo. We also chose to display some items with an extracted local element, including a pink vintage bicycle - because we thought of a mental image in which the last emperor of the Qing Dynasty, Pu Yi, was learning bicycles in the Forbidden City, Beijing.

We also specially designed 5 different sculptures for this shop, with the theme of human’s ‘six senses’ - sight, hearing, touch, smell, taste, and perception. At the same time, the sculptures also serve their display functions. They are as follow:

Sculpture - ‘Qi’

‘Qi’ is an abstract concept with rich Chinese history. The constant circulation of ‘Qi’, primarily means air, gas or breath but is often translated as a metaphysical concept of 'vital energy', referring to a supposed energy circulating through the body. Therefore, the form of the sculpture with ‘Qi’ as the theme is eclectic, no longer bound by a certain feeling, but presented in a more open and accommodating posture, so this sculpture uses ‘feeling’ to unify the ‘six senses’ and perceive the environment and time.

Sculpture - ‘½ + ½ ’ and ‘⅙ × 6’

This sculpture consists of a set of two sculptures, inspired by mathematical formulas - although the result (sculpture appearance) is the same, there can also be different calculation methods and interpretation concepts (sculpture colors). The sculpture named ‘½ + ½’ has two completely different colors at the top and bottom, which are distinct and vivid. As for the other sculpture, ‘⅙ × 6’, is composed of 6 different colors as the name suggests. These six colors form a strong contrast with the other sculpture of the same type, ‘½ + ½ ’.

Sculpture - 'Knowledge’

With this sculpture the designers use an upward shape to symbolize the nose and mouth, exaggerating the interpretation of the characteristics of ‘smell’ and ‘taste’  - like an upward antenna, receiving people's abundant emotions.

Sculpture - ‘Shine’

The cold and smooth lines give ‘Shine’ a tenacious sense of life, and the fierce touch brought by the reflective metal material - which is not only eye-catching, but also gives ‘Shine’ a sharp gaze, as if he can see through people's hearts.

Sculpture - ‘Stretch’

The sculpture slumped lazily on the ground, stretched out his hands and feet, as if waiting for someone. Through its form, it expresses people's inner desire to be loved by others.

On the wall of the shop facing the street, we also disassembled the ‘Chow Tai Fook’ logo to continue this ‘graffiti’ concept and apply it to the facade display - so that people walking on the street can also pay attention to the shop. It has completely integrated with other sculptures surrounding the environment. Compared with traditional stores, it has elevated the artistic vibe.

Creating an artistic atmosphere is the focus of this project, but we must take into consideration the commercial nature of the store as well. So we chose this approach, hoping to make consumers and even passers-by know the unique characteristics and advantages of the ‘Jewelria’ brand, which is different from other Chow Tai Fook stores and jewelry stores.