J1M5 is a boutique brand, with a mission of discovering, sharing cutting-edge fashion trends and permeating tourism, art and lifestyles.

What is multi-brand boutique?

买手店来源于欧洲,指极具审美的买手,以目标顾客独特的时尚观念和趣味为基准,带着行李箱出发到世界各地挑选适合品牌的时装、饰品等商品,融合在一起的店。 借由行李箱回来的不止是衣物,还有文化、时尚、各国流行元素。

Originating in Europe, multi-brand boutique refers to a shop that sells clothes, accessories and other goods from multiple brands. The goods are carefully selected by tasteful buyers, who carry a suitcase and travel around the world to find brand products that best cater to unique fashion concepts and interests of customers. Through this process, the professional buyers bring back not only clothes, but also culture, fashion and stylish elements across the globe.


Various Associates conceived J1M5 boutique by taking “suitcase” as the design concept. The team combined the movable, flexible features of suitcase with the origin of multi-brand boutique, and at the same time took full account of spatial layout, circulation, colour palette and experiences, thereby working out unique spatial languages that blend logic with artistry.

会动的结构 Movable Structure

百变空间 Changeable Space

符合买手店的定义,多个行李箱寓意多品牌的组合,多个箱体生成空间自身独特的结构语言, 空间结构能如行李箱一般灵活运动、随时改变空间布局是整个设计的核心目的。

The design well fits into the definition of multi-brand boutique. Multiple suitcases imply the combination of various brands, and form distinctive structural languages in the space. The main goal was to create a spatial construction that‘s as movable and flexible as suitcase, so that the overall layout can be adjusted at any time.


Cabinets are made capable of rotating 360 degrees at horizontal level. Therefore, adjustment of a single structure will lead to the change of the entire space. Each combination of structures is a new presentation of functions and visual effects.


The four display cabinets at the entrance can be flexibly arranged, combined and connected.


Mirrors at the end of space make customers feel like they’re standing in between lofty buildings, and attract them to immerse and indulge in the orderly yet infinite space.

灵活的空间 Flexible Space

形式服从功能 Form Follows Function


This is a space with changeable structures. It can be either empty or full of columns. Various Associates broke the conventional imagination of all kinds of stores, and created a distinctive retail space for J1M5 based on functional demands and subversive design approaches.

01 陈列方式:柜体关闭时 Display mode:cabinet CLOSED

结构美学 ——充满柱子的空间 Structural aesthetics – Space filled with columns


The external sides of cabinets are available to hang stainless steel cloth rails, which help maximize the display area; while the interior can be used for storage. In this way, the cabinets realize efficient integration of display and storage functions.

02 陈列方式:柜体打开时 Display mode:cabinet OPEN

实用至上——全是衣柜的空间!Practicality is paramount – It‘s all wardrobe space!


Bags, clothes and shoes can be placed inside cabinets and displayed as a complete set, which is intuitive for customers to choose.

03 陈列方式:柜体混合使用 Display mode:MIXED-USE

随心所用 Whatever you want


Cabinets can be combined and shift among different modes according to operation needs of the client. Each cabinet can serve for displaying a single brand, or be used as an independent show window.

一个雏形,变化万千 Many facets with a single prototype

万能的行李箱 All-purpose suitcase


Based on the prototype of a single suitcase, various ways of use were worked out to satisfy different functions.


It can be a column, a rail, a wardrobe, a fitting room, or even a display window.


Arranged in an orderly manner, the columns endow the space with a distinctive character, which attracts customers to step in and wander between the columns (i.e. displayed brand clothes).



Columns can be moved to the four sides and form an enclosed space at the center. The position of columns can be adjusted to generate different catwalk routes and spatial patterns, so as to meet varying demands for catwalk shows.


将柱体移向两侧合并成一个大型矩阵,空出最大化使用空间,满足Pop-up 及小型品牌发布会等活动。

Columns can be moved to two sides and combined as a matrix. In this way, the usable area of the space is maximized to serve a wide spectrum of events, such as pop-ups and small-scale press conferences of brands.

随处是细节 All about details


All other functional areas in the store are distinctive and cater for daily shooting needs. Scenes are everywhere. Details, functionality and materials collide yet integrate with the space. Through constant researches and efforts, Various Associates showcased a unique attitude that considered and interpreted the design based on business format of the space.

首饰展示橱窗 Accessory display window


The area right opposite to the entrance is for brand, accessory and bag display. LED screens are visual highlights, which provide varying display backdrops.

休闲及展示区 Leisure and exhibition area


Slanting walls inside the entrance form a leisure and exhibition area that are available to display perfume, artworks and so on. Mirrors reflect the hazy lighting on the ceiling and create a multidimensional dreamy space, which blurs the boundary between the real and the illusionary and provide immersive spatial experiences.


The ceiling is characterized by a sense of order and a structural aesthetic. It hides complex systems behind, including lighting, fire prevention system, and cabinet moving tracks, which are coordinated and integrated into a whole. This area is filled with tranquil shadows and soft lights. It presents an enchanting scene where misty moonlights are reflected on rippling water surface.

收银台 Cashier area


The cashier area is unified by walls finished with gray paint, which weakens the spatial boundaries. In addition, warm and cold lights form a strong contrast, and generate a pure, simple atmosphere.

VIP 更衣室 VIP fitting room


The hidden VIP fitting room features an atmosphere totally distinct from the outside. The warm yellow tone and ethereal lights accentuate spatial lines, and produce exquisite visual effects as well as a comfortable, warm and elegant ambience.

万社始终如一 Consistent pursuits of Various Associates



For this project, Various Associates extracted the essence of the business format, shifted design perspectives, and broke the conventional merely-display-oriented thinking mode. The team proposed a new possibility for future brand stores, whilst adopting new perspectives and design approaches to bring substantive innovation to the boutique brand and endow the space with unique brand identity. Through integrating spatial aesthetics, structures, functionality and personality, Various Associates thoroughly transformed the singular display mode of retail stores, and created a changeable spatial structural system.


Based on logic thinking, the complicated functional system and rich details are combined into a whole, generating the power of unified design languages. The overall design realizes the balance between brand, function, space, art and urban life.


项目名称:J1M5 买手店







Project Information——

Project Name:J1M5 Boutique

Location:Hisense Plaza, Qingdao, China

Status:Completed Oct.,2020

Design Company:Various Associates

Lead Designers:Dongzi Yang, Qianyi Lin

Design Team:Bo Huang, Meiyu Jiang

Photographs:Feng Shao