之物WU服装品牌中WU意取“wu”,现代汉语的四个声调:屋 无 五 物,寓意是探索反思万物本源,渗透到生活方式的四个维度,去打造多元化的品质生活。恰好这与我们的设计思维相吻合。

The store name WU comes from the four tones of Mandarin, which are 屋(wū, means house) , 无 (wú, means nothingness), 五 (wǔ, means five) and 物(wù, means object). It implies the idea of exploring and rethinking the origin of all things on earth, penetrating into the four dimensions of lifestyle, so as to create a diversified high-quality life. This exactly coincides with the design thinking.

未来·屋Future · wū is habitat


With street frontage, the project is located in the 1st floor, Topwin Center, Sanlitun, Beijing, China. It aims to be a space to contain the special features of brand WU, ranging from form, storyline, elements and time; all of which are put together to show the great power of WU.


Nowadays, it is always ineffective to impress consumers through cramming design. In the designer‘s opinion, marketing and creativity in business should be experienced. In a natural and minimalist way, Yuppie culture and Dandy style are mixed here, and men’s dressing etiquette is blending into space design.


Rubble stone is adopted as one of the main materials for display in the space. Its natural feature is a preservation of traditional memories. In addition, metal material with technical texture forms a shape contrast. The designer hopes that the whole space arrangement can break through the traditional single display mode. Instead, scene is created to enhance interaction, allowing customers to enjoy traditional memory and future technology at the same time. Such a consumption space will not be quickly outdated in the future, but will be able to meet the aesthetic standards of the new generation.

界限·无Boundaries · wú is limitless


Regardless of the space limit defined by product, geometric patterns and lines along with cold light source echo with the mirror in the space and the customized vaulted strip light, creating a “spatio-temporal tunnel” to the future.


The storefront is on the first floor of mall with two entrances in front and back doors, connecting the “spatio-temporal tunnel” in the store and acting as an extension of interior space. A lion dancing with high-tech feeling is designed to lead the concept of three capsules (fitting rooms) moving through the tunnel.

Coco Chanel曾说过:“时尚即设计,都是关于比例与分割”。对此,在空间中休息区、前台区、试衣间、服装展示区的比例设置中,为了让这些功能区的形象不脱离整体,我们以模块的形式堆积组合,使各个功能相互咬合。

Coco Chanel once said: “Fashion is architecture: it is a matter of proportions.” When it comes to the proportions of this project, the functional areas like rest area, front desk area, fitting room, and the clothing display area are accumulated and combined in the form of modules, being interlocked with each other.


The image of front desk is downplayed and matched with the rest area to form an arc operation room. As the center of entire flow space, it‘s in the back side of store, so, it does not affect the consumption line, while solving the experience of purchase and service.


The light trough is designed corresponding to the display position of products. And the track spotlight is embedded in the top surface, highlighting the clothes and adjusting the angle of light and shadow, thus adding rhythm to space. The light saturation and interspersed mirrors give the space a strong tension while presenting the best quality of clothes.


The three capsule-style fitting rooms are located in the center of space, where the moving lines are most concentrated. Consumers who get their intentional clothes can directly enter the capsule for “upgrade and transformation”. In order to facilitate fitting, a recessed round storage space for cellphone and personal belongings is set on an ergonomic position in the capsule wall. There are round windows at different positions on the top of fitting room to ensure ventilation and vivid feeling of capsule.

逻辑·五Logic · wǔ is sense


The designer keeps the faith that consumers are the most important elements. What impress consumers and stimulate them to purchase and understand the brand link lies in the objects which trigger their sense of touch and visual perception, and remind memory and emotions. In the design of WU, there are five business logics:


1. Understanding the client: The place spirit displayed in commercial design is actually a means of operation, that is to say, only when there is a need of operation, there is commercial space design. The design should lead customer flow to create brand value, so that spatial orientation (including the intersection of moving lines, the staying point, the node of purchase process) can stimulate high consumption.


2. Good design from backward induction: Good commercial design comes from a reasoning method based on profit model and future products, so that it gives consumers a cognitive psychology which implies a scene model for positive consumption.


3. Creating value: In commercial buying, emotional appeal is becoming one of the standards to measure a brand and a space for customers. They emphasize more on the value tag behind product than the pure physical needs. In the new application space scenario, consumers are no longer willing to pay just for the objective value in use, but instead paying more attention to the emotional premium brought by space.


4. IP implantation: The underlying business logic of consumption is offering a sense of identity and clarity of value for the target consumer group. For a complete commercial design, space is only a part of it, it should integrate into the brand’s SI system, as well as product promotion and consumption orientation.


5. Space futurity: As a new attempt by CUN DESIGN, the project is actually more like a scene installation, which can be regarded as a practical model on future business research. Space is just a form, which is more like an exploration on the possibility of buying habits and feelings for the “new” consumer group.

商业·物Business · wù is object


What is “WU”? Why are these people willing to come to visit it? Is it a good menswear brand? If the project can raise these concerns, the design goal has been achieved. In fact, no matter it is business logic or product itself, commercial brand aims to create an atmosphere that everyone who comes can feel it and accept it. From the perspective of designer, the project is an experimental practice and a future-proofed business form.







设计起止时间: 2019年03月06 日-2019年04月01日

开放时间: 2019年06月28日

项目面积: 150㎡





Project information——

Project name: WU Menswear Flagship Store

Project location: 1st floor, Topwin Center, Sanlitun, Beijing, China

Design firm: CUN DESIGN

Lead designer: Cui Shu

Participate designers: Lin Mengdan, Yan Mengyao

Design period: from 6 March, 2019 to 1st April, 2019

Opening time: 28 June, 2019

Project area: 150㎡

Project cost: 600,000 Yuan

Main materials: rubble, metal plate, paint finish, mirror

Client: Beijing Wu Yuan Clothing Co., Ltd.

Photographer: Wang Ting