Founded in 2007, IINC is a large fashion buyer store with a collection of more than 300 independent designer brands at home and abroad. After more than 10 years of development, it has grown into a large-scale comprehensive pioneer buyer shop with millions of fans and the joint development of online and offline.
“ I 自我 · Independent 独立 · New全新 · Confident 自信 ”审视自我并赋予自我全新的面貌，享受独特独立的个体的自性感。
Examine yourself and give yourself a New look. Enjoy the individuality of a unique, Independent individual.
It is an interesting and meaningful thing to design the brand sales space with an attitude that interprets the brand spirit of IINC, so that this completely different thing remains.
Cities are created by the people who live in them, which leads to the fact that every city is different due to different factors such as inhabitants, geography, climate and so on. Brand builders are the creators of cities, and they provide a unique urban space that invites visitors from all over the world to visit, visit or settle down here.
A city is composed of “monumental buildings, squares, residences and landscapes”. Squares are the most open and inclusive space, the focal point and divergence of people from all directions, and people in squares show their aesthetic taste.
Traders, tourists, artists, performers and so on have repeated stories in the square. The square with thousands of faces and the inner genes of IINC shop shout out corresponding slogans.
Voice, convergence, memorial, mystery, ritual, space sculpture.Are the key words of space design, they constitute this “white square”.It has a unique ethos about IINC.
This white space should have no sense of alienation from any defined or not defined style. The pure white space will accept different cultures, different people and different clothes, and become an open interactive platform.
Voice can be heard in the center of the square to show unique individual thinking; We can gather here and look for similar souls. After being endowed with the property of square, the space becomes more diverse and variable.
The white square is littered with sculptures, monuments or fountains, which is a kind of commemorative expression and also a kind of spiritual transmission relationship. “White Square” in the form of a square, the central sculpture, open space, ring display area and peripheral display cabinets are designed layer by layer, that is, the relationship between the square and the buildings around the square.
Through the doorway of the main entrance, each level of space can be seen through the glass in turn, as well as the most iconic central sculpture of the square. From the entrance, people are guided to disperse into different areas. The exploratory approach becomes the possibility of creating romantic and surprising encounters in the square.
Enclosed in the outermost area is the block around the square, which is also the place for selection and purchase. On one side is the clothing display area running through, and on the other side is the multi-functional display layer board.
If you enter from the central corridor, you will reach the central area of the square through the arc-shaped corridor, which is also the exhibition and activity area.
The pure white space is more like a canvas, where clothes are displayed and displayed as works of art. The white square carries the possibility of activities, such as new product release conference, runway show, brand VIP activities, etc. The lighting has a strong performance nature, and the space begins to breathe slowly and enter the world of color. At this time, the white square instantly becomes charming and moving, indicating that the event is about to happen, so that people will have a richer experience after entering.
Sculpture is an art in space and also carries the soul of space. The square is a kind of existence with a long history, and it also acquires new significance at every moment. The sculpture in the space expresses the attitude of preserving cultural attributes and innovating itself.
At the centre of the square is an upside-down triangular cone, cut into three pieces and falling layer by layer, its tips bouncing back and up at the moment it hits the ground.
The upper part of the monument, each side engraved with the ancient Egyptian hieroglyphics, old Greek and Egyptian script, come from the word “Rosetta stone” for Egyptian archaeology, had been unable to crack the ancient Egyptian hieroglyphics of a breakthrough, and stele itself also be given “multilingual translation”, “key clues”, etc. In ancient Greek, which is closest to modern English, the IINC logo is hidden.
The lower part of the exhibition platform, is a modern minimalist expression, white and black overlapping each other, just like THE glass pyramid created by I.M. Pei in Paris, the modern pyramid is built for the living, to express respect.
The surprises that space leaves for creators can sometimes become a special presence. After the demolition of the space at the beginning of the project, the exposed pipe was interestingly wrapped with the romantic and decorative ancient Greek Collins capitals and presented as a classical sculpture displayed in a museum. It is a product of the unpredictability of the story and of thinking and solutions.
Europe type line was built to give a kind of unfamiliar familiar feeling after scale magnify, also be outspread to cashier area, dressing room. Hope it is irregular, break through inherent form, massiness and lightsome float in the space, function and adornment sex run through in the corner that is easy to be ignored rise.
The pillar of Hercules is a symbol of strength, dividing the Atlas Mountains in two. The arm that breaks through the mirror, supports the tilted column, and mirrors and reality, forming a complete set of pictures.
Complex and minimalist, nature and power, the conflict and contrast in this space is undoubtedly strong. The relief of ranunculus and flowers and birds on the wall bears the power of flexibility.
The chair in the corner is an adaptation of the Colosseum, which was originally used to watch gladiator matches with clouds, but in the early Middle Ages was gradually transformed into houses, workshops, dormitories for priests, fortifications, quarries and religious shrages. The concept of square as space is encapsulated in this black furniture.
Modern square purpose significance becomes more extensive, in addition to politics and religion, it is more to present diversity, the story happened in every corner is likely to be a fable books, we set up a “pool”, in the expectation, the desire to be involved, ritualized behavior makes the level of the event more rich.
“My work is more about your seeing than it is about my seeing, although it is a product of my seeing. I’m also interested in the sense of presence of space; that is space where you feel a presence, almost an entity — that physical feeling and power that space can give.”
Color is endowed with life and emotion by light. The white space is inorganic originally, and presents completely different temperament under the surround of light. Simulate the form of sunrise and sunset square, feel the mystery of purple, the vitality of orange and the sweetness of pink.
The change of light and shadow becomes the unique theme of the white square. The diffuse color makes the whole space instantly have the same temperament, but it can be changed at any time.
Fashion play, art design, frontier crossover, brand voice is the expression of the brand, space sculpture is the means of expression, mystery and ritual sense is the feeling of expression, and finally to each individual memorial is the archive of personality expression.
The sunset on the square also heralds the beginning of a new sunrise, which is the end of the project itself.
However, the story between us and the brand is still going on, and we are running in and growing up with each other. I would like to thank the brand side who paid for this project, the various teams who cooperated with the construction, the relevant personnel in charge of the mall who actively cooperated with us, and also every partner who participated in the pan-Domain design.
项目名称 ： IINC 白色广场
项目客户 ： IINC
项目地址 ：中国 杭州 万象城3F
设计公司 ：泛域设计Fununit Design
主案设计 ： 朱啸尘s
硬装设计 ：柴尔焕 黄延骏 王祖欣 林智成 施笑妮
软装设计 ：陈琳 李佳骏
平面设计 ：胡晓娴 刘骏彤
Project name ： IINC WHITE SQUARE
Project customer ： IINC
Project Location ： China Hangzhou The Mixc 3F
Design company ： Fununit azonal Design Design
The main case design ： Eason Zhu
Hard outfit design ： Chai Erhuan Huang Yanjun Wang Zuxin Lin Zhicheng Xiaoni Shi
Decorate design ：Chen Lin Li Jiajun
Visual design ：Hu Xiaoxian Liu Juntong
Dimensions ： 207 ㎡
Completion time ： 2022/01