Tong Sui Maker’s Memory Palace : ELYWOOD Fashion store

Elywood’s fashion aesthetic is a dreamlike, eclectic take on simplified European style—tailored for the modern professional woman yet deeply suited to her intimate, personal moments. Grounded in this duality, we begin with a woman’s ideal profession, envisioning the boutiques across different cities as surreal memory palaces that bridge the gap between reality and dreams.

ELYWOOD Fashion Store in Guangzhou marks the third chapter of the brand’s “Memory Palace” series, celebrating the dessert chef as the quintessential professional muse for this chapter. Shedding the impersonal feel of typical commercial design, this space embraces the laid-back vibe and earthy charm of traditional Guangzhou neighbourhood dessert shops.

Old stories are retold through new objects, creating a poetic shift in function. Within this dreamlike palace, the rigid order of classical architecture blends with traditional Guangzhou architectural motifs. This captivating sense of contrast is, in fact, a deliberately crafted surreal dreamscape. Deconstructed cornices and simplified columns blur the boundaries between the interior and the exterior. Passers-by are welcome to rest along the facade’s outer edges, to linger and take photographs, and to pause before the fabric samples displayed on the shelves. The palace is no longer a closed box but an open vessel that naturally draws people in.

The bed, as a recurring symbol throughout the series, functions as an anchor for dreams in the real world, embodying privacy, rest, and self-expression. Stepping inside her dream, you will discover familiar elements of a dessert shop cleverly reimagined. The shelving units, once used to display ingredients, have been transformed into artistic installations showcasing fabrics and ready-to-wear fashion. The ordering counter, which once handled countless sweet orders, has evolved into the reception and checkout area, breaking down the traditional barriers of retail to create a sense of genuine warmth. The rich textures of herbal-patterned tiles, the craftsmanship of mortise-and-tenon joinery, the warmth of wood grains, and the rustic simplicity of artistic paint finishes are woven together to reconstruct fragments of Guangzhou life through the lens of contemporary fashion. This space serves as a sanctuary, holding the diverse visions of women as they seek identity, freedom, and self-expression.