The original brand image resembles a pure Chinese style. In the overall brand upgrade , the biggest challenge was how to inherit the traditional elements the brand used to have, and to combine with a new contemporary and international image.
STUDIO8 believes that the boundaries between cultures are becoming more and more blurred in the contemporary era; however, this does not mean that the tradition will be forgotten, but more likely to see diverse and inclusive cultures and styles harmoniously mixed together.
STUDIO8 have always adhered to the contemporary design philosophy, in respecting traditional/local and brand culture. Therefore, in the design process, how to integrate traditional and modern, eastern and western cultures has become the focus of the design. Studio8 also noticed that the product categories of PINZHEN range from gold, amber and jade to precious stones, diamonds and platinum, as well as watches and bags, which are from different categories, with different materials and styles , sharing different target customers.
In order to organise and sorting them out in the space the team has deeply analysed all the differences , tonalities and textures and arranged them from light to deep, from cold to warm, from traditional to contemporary, from a young to a more mature audience.
In the space , Studio8 did not simply divided the shop into different areas, but designed the whole ambient into a space with linear gradual gradient change from the entrance to the back of the shop, which also became the core design concept of the space – through the changes of space colour and props material from light to deep, from cold to warm, from contemporary to traditional, and with the display of corresponding tonal product categories, the gradual change of style was formed to stimulate the deep subconscious aesthetic preferences of different consumers.
As new brand image, this new flagship store takes the phoenix as new element. In particular the representation of an immortal riding a phoenix, which in local culture is the highest level symbol of roof decoration, which overlooks everything ; symbolising the rank and luxuriousness of the building. In order to inherit the symbolic decoration of the original image of the brand, “清明上河图” (Along the River During the Qingming Festival) , STUDIO8 has decided to cut out representative fragments of it as a background; and to use the images of birds in different postures from the story of “百鸟朝凤” (A hundred birds are paying homage to a phoenix), in order to create a visual poetry graphic of the brand for custom-made wallpaper, which runs through and connects the entire shop area like an unfolded contemporary and traditional vellum, telling the story of the brand and paying tribute to traditional Chinese culture.
Following the gradual change from light and contemporary , to dark and traditional in the whole shop, the entrance follows this logic with a light coloured area, and the counters are made of stainless steel and light wood grain; in the middle of the front area, STUDIO8 designed a stainless steel column fish tank, which is one of the elements used in PINZHEN old shops to welcome customers. There is also a comprehensive service area in the front part to provide customers packaging and consulting services.
Three golden ring-shaped modern pendant lamps, combined with a customised floor mosaic, not only add the dynamic and change of the space , but also help highlighting several key-areas. The mid part is mainly composed of watch counters, as well as purchasing and pawn areas. From this point the colour has gradually darkened on the floor, walls and counters. The watches area has been designed as a core platform , which is matched with the barrisol light box above, to create a visual focus of the middle area in the store. The corridor leading to the consignment and VIP rooms is decorated with traditional bonsai and a custom-made rounded stone light fixture; in front of which there is an open area defined by a round custom-made mosaic floor , with armchair and poufs for customers to rest. At the end of the shop the colour of the floor and wall deepened one more shade; with an additional custom-made chandelier of glass roof tiles hanging under a square dark wood ceiling, same as the “清明上河图” (Along the River During the Qingming Festival) picture, as an element from the traditional Chinese city lives, representing that PINZHEN will accompany and permeate the life of all and help to develop a new understanding of goods’ value; becoming also one of the identifying elements of the new store image. At the end of the shop there is a repair and maintenance window to provide more service to customers.