Shanghai Smelix Men’s Haute Couture Store

The Smelix men's haute couture store is located at the former French Concession of Shanghai. By harnessing the store’s potential and advantages, the designer strives for a unique immersive experience.



To integrate products and design into one, we return to the clothing itself by extracting the meaning of 'filament' and 'fabric' from the word ‘silk fabric’, and finally come up with a new theme – Silk Road. In design, modernism, decorative composition, texture, space & color, etc. are adapted to local conditions for interpretation. We pay attention to important points and doing small things, emphasize the continuity and potential extension, meanwhile set up the clothing themed bar. The multi-dimensional balance of the site structure, business form and creativity, organic renewal and brand upgrading are realized in practice.



The open showroom displays itself in an elegant manner, making high taste self-evident. Large shelves are imposingly decorated on the wall, generating visual and spatial tension as rendered by linear light strips. Whether in material collision, color matching, modeling elements, or island cabinet and recirculation moving line, all reveal the careful consideration in the design.



The glass sliding door can make the bar area and display area open or separate according to the time, so as to provide convenient support for different scenario requirements. The bar area adopts the idea of courier station on the "Silk Road" and integrates a large number of characteristic elements of men's haute couture, such as sewing machine, white shirt collar, silhouette of fashion gentleman, tailored tape, all express the creative aesthetics and emotional output.



In the second floor, the inclined roof and dome-shaped windows of the original building are retained. An array of sloping blocks are connected with each other by light and a hollow structure.These concepts of the runway, desert & camel on the Silk Road, create the interactive link and interpretation of the clothing, business and culture. In addition, there are also water bar, leisure area, fitting area and VIP room, and details and customer experience are everywhere in this space to deliver thoughtfulness and services.