In the realm of retail design, creating a memorable and emotionally resonant experience is paramount. Sò Studio, a design practice focused on the subtle dialogue between objects and spaces, has achieved precisely this with their latest project: the AVVENN store. By exploring the interplay of spatial structure and emotional resonance, Sò Studio has crafted a space that embodies AVVENN’s new concept: Pioneering Harmonism.
Located on Tongren Road in Shanghai‘s Jing’an District, the two-story AVVENN store presented a unique challenge: how to distinguish it from conventional commercial spaces? Sò Studio’s approach began with the facade. By redefining the proportions of interior and exterior elements while maintaining visual cohesion, they created an expansive white facade that blurs the lines between levels, presenting a unified visual statement. This layered white exterior invites curiosity, drawing passersby to explore the surprises within.
Sò Studio’s expertise in spatial structural design is evident in the creation of a secondary “roof” structure within the space. This extending element acts as a welcoming gesture, inviting visitors to enter. Passing beneath the pink marble eaves, the atmosphere transitions from tranquility to a sense of dramatic intrigue. Concrete-cast columns support the weight of these eaves, with strategically designed “gaps” creating a striking contrast between lightness and heaviness, giving the impression of a near-floating structure.
Sò Studio masterfully balances functionality and aesthetics through the use of carefully chosen props that shape the architectural contours. On the first floor, curved stone props create a sense of movement and evoke emotional responses.The clothing display area employs an innovative approach to spatial division, using extra-long base plates to support hanging rods, maintaining visual appeal whether the space is occupied or empty.
The material palette further enhances the design’s harmony. Sò Studio simplifies material usage by predominantly employing gray-toned marble, subtly defining different areas within a cohesive aesthetic. Special Italian recycled bricks, retaining the rough texture of natural air holes and exhibiting the unique colors of hand-firing, add a touch of unexpected detail within the orderly structure. Mirror elements, flowing like a river between the first and second floors, introduce a dynamic interplay of reality and illusion, reflecting and transforming the space into a constantly shifting canvas.
On the second floor, a gently sloping roof softens the perception of the street-front shop, maximizing spatial independence. A suspended, uniquely shaped structure appears to escape the confines of the space, creating a strong sense of volume while maintaining an ethereal lightness. This element evokes the image of a rising curtain, drawing visitors further into the experience. Adjacent to the second-floor stairs, a blue stone structure conceals a hidden fitting room, adding an element of surprise and discovery.
In today’s fast-paced world, commercial spaces play a crucial role in shaping our emotional experiences. Sò Studio’s design for AVVENN represents a profound exploration of the relationship between people and their environment. By pushing minimalism to its limits, they have achieved a design that seamlessly blends spatial construction with emotional ambiance. Through large-scale structural changes and the careful placement of props that bridge the gap between architecture and objects, Sò Studio triggers a flow of emotions, captivating visitors and immersing them in a world of dramatic tension and unexpected discoveries. The AVVENN store is not just a retail space; it is an experience, a testament to the power of thoughtful design to evoke emotion and create lasting impressions.