CSU | 上海新天地IMMI旗舰店设计
IMMI是由Joyce和吴晓敏于2015年11月创立的成衣品牌，其新旗舰店位于上海新天地。位于首尔的设计工作室Creative Studio Unravel（CSU）从该品牌独特的审美中汲取灵感，打造了一个概念大胆的空灵而优雅的零售空间；并在建筑上反映了该品牌服装的简约精致、柔和的色调和高水平的工艺，同时通过概念化品牌的诞生来庆祝创意过程。
Located in Xintiandi, a vibrant, upscale commercial district in Shanghai, China, that combines modern architecture with cobbled lanes and century-old stone buildings, this new flagship store for high-end apparel brand IMMI dazzles with its ethereal elegance and its conceptual boldness. Launched by Chinese designers Joyce and Wu Xiaomin in 2015, the brand has gained a reputation for its ascetic refinement, exquisite tailoring and environmentally friendly fabrics. Seoul-based design studio Creative Studio Unravel (CSU) drew inspiration from the brand’s distinctive aesthetic to create a retail interior that architecturally reflects the clothes’ minimalist sophistication, subdued colour palette, and high level of craftsmanship, while celebrating the creative process by conceptualizing the brand’s birth.
The womb here should be understood as a description rooted in maternal instincts and not simply as the meaning or value of biological birth. Inside the womb, where identity and ultimate physicality are bestowed, endless possibilities meet maternal instincts to create an absolute being. The unrealistically distorted reflection of the external space inside the red interior symbolizes the phantom that we refuse to acknowledge. The interior space is exempted from the actual rules of reality because decisions and latent conditions inside a womb are naturally unrelated to the external social order.
The birth of a brand. The manufacturing of products. The stories told by Joyce, a designer who has finally stepped out into the world after years of incubation, became the key to conceptualizing the overall context for her store space. I thought about her passion and how it was able to manifest as a brand producing a series of vibrant products, and that made me associate her with a womb, the origin of new life and birth.
轨道与丑陋Rails and Objet
On the rails in the floor leading out from this store, there’s a cart loaded with unknown objects being carried out from the red inner space. The objects piled up on the cart seem obtuse and irregular, even ugly. They follow the principles of abnormality, primitivism, the nature of beasts, defying the authority of design and its brutal formalization based in the totalitarian ideology.
In earlier days, Theodor Adorno associated beauty with singularity, unity, rationalism, and consistency, while describing ugliness as having many facades, implying that superiority of particularity defines the superiority of individuality. The seemingly useless and ugly objects loaded onto the cart move along the rails, creating a breach in the static image of a space, and through the intervention of movement, the space forces the viewers to dismantle their prejudiced idea of a commercial space. Such interpretation can also render the space as a form of protest against the industrial system which recognizes the totalitarian idea of beauty as a trend.
项目名称：IMMI FLAGSHIP STORE
设计公司：Creative Studio Unravel（CSU）