The design concept of this jewellery store in Beijing city, China includes not only the characteristics of both ancient and modern designs, but also the characteristics of landmarks in the city, thus making this store unique and standing out from its counterparts.

Project Name: Chow Tai Fook Jewellery Group
Studio Name: One Plus Partnership Limited

Chow Tai Fook Jewellery Group By One Plus Partnership Limited - Sheet2
©One Plus Partnership Limited

This design concept actually went through several twists and turns from incubation to implementation. Beijing is a richly historical city as it was the capital of many dynasties in the Chinese history, so it is difficult to simply use one thing or a simple pattern to summarize the characteristics of the entire city. After thinking hard, we finally chose the classical royal gardens as the theme of this design – Beihai Park and the Imperial Gardens of the Forbidden City to represent this city. We also applied modern painting techniques to outline and present Beihai Park and the Imperial Garden of the Forbidden City and refined their respective characteristics into the entire painting.

Chow Tai Fook Jewellery Group By One Plus Partnership Limited - Sheet4
©One Plus Partnership Limited

We combined the characteristics of the “Heritage” theme store, printed the paintings of Beihai Garden and Imperial Garden on the fabric wall, and then divided it into countless smaller parts before randomly combining the patterns and colors together, colourful patterns of the Beihai Park and the Imperial Garden of the Forbidden City are organically integrated on the walls of the shop.

Chow Tai Fook Jewellery Group By One Plus Partnership Limited - Sheet5
©One Plus Partnership Limited

This design is interesting and unconventional. Visitors and customers can also easily find the iconic white pagoda and the rugged rockery in the Beihai Park and the Imperial Garden respectively. The whole process is deceptively simple as it in fact took our designers incredibly substantial amount of time and efforts from the selection of fabrics and colors, to reviewing mock-ups and confirming the ultimate effects presented by the walls covered by the colourful fabrics.  Furthermore, we also introduced a unique and playful numerical features on the wall by assigning a unique number in the lower right corner of each of the printed fabrics on the wall, which represents the date and the homophony of love etc., for example, “520”, is the homophone of “I love you” in Mandarin.

Chow Tai Fook Jewellery Group By One Plus Partnership Limited - Sheet8
©One Plus Partnership Limited

We also re-adjusted the jewelry display bar table in the centre of the shop. It is surrounded by display tables in pink and chairs in green to distinguish the painting patterns on the wall. At the bottom of the bar table, we use a strip pattern to make it stand out among the many display stands in the shop. We chose the greenish marble stone as the top cover of the bar table. We also deliberately designed the lamps over the bar table to look like tiles commonly used on roof of ancient buildings. The shop uses pink and green as the main colors and the latter was taken for it represents plants in both the Beihai Park and the Imperial Garden.  The combination of these two colors can make people feel dreamy. The contrast between the two colors is sharp enough to enable visitors and/or customers to easily notice the cloth paintings on the walls and its representations, and finding the subtly close connection between the store and the city of Beijing; In short, this design harmoniously blends modern art and ancient traditions with the characteristics of the ancient city of Beijing in the shop, leaving people impressed and unforgettable at first sight.


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