Hug, a multi-brand boutique retail, was established in 2016 with a core focus on preserving the essence of good design while staying at the forefront of shopping trends. Pronounced Design, in its mission to create an all-inclusive environment for its first store in Shenzhen, has brought this vision from the slow-paced Chengdu and Aranya to the fast-growing Shenzhen. The store is not only a fashion emporium but also a platform to showcase brand culture in a flexible and mobile way. Against a sleek backdrop, the combination of high-gloss and matte materials complement each other perfectly. Shenzhen, a multifaceted city that operates at a frenetic pace is where “creating power through tranquility” is possible.
Hug makes a bold statement with its new design in one of Shenzhen’s busiest shopping malls. As visitors approach the entrance, they are greeted with an overwhelming sense of awe – a solid, rustic, and orderly aesthetic instills a sense of inclusiveness and encourages quiet exploration of the store. The space is naturally divided by the original building’s column network, with a rectangular block serving as a divider to create a simple and streamlined structural relationship at the entrance. The central block houses a multi-functional area, which is designed to allow visitors to explore in a free and unrestricted manner. To create the illusion of a floating island, the front section of the block has a hollowed-out bottom structural column, leading the eye towards the back of the store along the gap at the bottom. Hug’s innovative design concept fosters a deep sense of connection between people and spaces, exemplifying the power of inclusiveness.
Proudly On Display
The interwoven volume of various materials and products, combined with hanging rods of varying length and width, create an exciting rhythmic flow throughout the space, naturally inspiring the curiosity of guests.
Deep within the store lies a mysterious electric blue block, proudly displaying the distinct blue-on-white hug logo – a powerful symbol of the brand’s original intention. The blue color builds up to a small visual climax, providing an impactful moment within the space. The blue wrapping effectively isolates visitors from the outside world, inviting them to fully immerse themselves in the unique brand experience.
细节的探索 & 材质的重构
Refining Details & Revamping Materials
为了给空间未来各类活动预留一定的延展性，建筑师尽量地弱化了硬装的材质，而是在道具上增加材料的碰撞–大理石的马赛克拼接、黑色哑光木漆面、高光木饰面包覆的柜台……用尽可能少的色彩调度出起承转合。可调节角度的镜面，用以配合不同的使用体验和不同的场景。弯管、直线、扁铁，有的从地上长出，有的从墙中伸出……像一个此起彼伏的实验场，但又不破坏成熟的整体性基调和横竖结构关系。“我们希望人在观赏着华服的同时，也可以感受到同样用心的道具细节，他们无一处不为功能考量，从而融为体购物验的一部分。”Pronounced Design诰丰建筑创始人林天皓Andy Lin补充道。
To allow for flexibility in accommodating various activities in the future, the designers opted to tone down the materials used in hard furnishings while amplifying the contrast between materials in the props. Featuring a mix of marble mosaics, black matte wood lacquer surfaces, and high-gloss wood veneer counters, these props use minimal colors to add depth and texture. Adjustable angled mirrors cater to different usage experiences, while bent pipes, straight lines and flat sheet metal protrude from walls and floors, creating an experimental ambiance without disrupting the overall tone and structural balance. “We hope people will pay attention to the intricate details we implemented in the design of the store, as they shop. Every feature was crafted with function in mind, seamlessly blending into the shopping experience,” says Andy Lin, founder and lead architect of Pronounced Design.
For Lin, a successful retail space must blend aesthetics and business. “We must continuously strive for a harmonious balance of the output of aesthetics and the smooth operation of our business.” During the design process, both designer and owner agreed that the store should not appear too austere with stainless steel dominating the environment nor too focused on attracting foot traffic with a flashy exterior. Instead, they aimed for a soft and rigid balance in design, akin to a woman who exudes gentleness yet remains assertive, much like the independent women of modern China.
主创/设计：林天皓 Andy Lin
灯光：PRONOUNCED DESIGN 诰丰建筑
Name：hug – Shenzhen The MixC
Lead Architect：Andy Lin
Design Team：CiCi Wang， Yi Han