Fashion
Signature gift boxes have inspired the dramatic design for the new Chow Tai Fook Yoho Mall store.
Rather than the usual gold palette of jewellery store, Hong Kong design practice One Plus Partnership takes a more colourful approach with 1070 stylised gift boxes installed across the 25,800sqft (2397sqm) shop’s walls and ceiling.
These are echoed in the sub-shaped upholstered seating units as well as display cabinets. The carpets and digital signs reflect the brand’s abbreviated name (FTF) in different colours, while the layout also moves beyond convention to promote engagement between shoppers and staff. Instead of the classic long glass display unit, the shop displays its pieces in cabinets on both sides and in the centre. The display cabinets are glass boxes with some extending out slightly to serve as mini consultation tables.
In the centre area, groups of display cabinets are surrounded by the colourful, casual sitting cubes, which are made from different fabrics, patterns and shades of pink to resemble the brand’s gift wraps.
Digital screens feature graphics and information about the products, while spliced screens at the entrance show motion graphics highlighting the design theme of the store.
On display in the shop are jewellery production tools, sketches and prototypes. These are not just decoration, but can be used by staff members to explain to customers the production procedures behind every piece of jewellery.
