“I create clothes for women who are not only fiercely fashionable but also own their power and femininity.” Since its establishment in 2007, JASON WU, an American Chinese designer brand, has consistently fused art with fashion. The brand expresses confident and fearless femininity through fashion and embodies its elegant charm. SLT is entrusted to create a new brand space image for JASON WU in mainland China.
Project Name: The New Brand Space of JASON WU
Project Type: Interior Design
Designer: SLT Design
Completion Date: 2023.11
Main Designer: Chen Ling
Design Team: Shanshan Jiang, Yaqian Cai, Chao Tang, Qian Zhang
Project Address: Chengdu International Finance Square 4F
Building Area: 102㎡
Photography: Vincent Wu
The first store is located in Chengdu IFS International Finance Square. The smooth curved wall gently wraps the space, forming a fully open shop facade.
SLT utilizes flexible and tensile geometric shapes to express the repeated three-dimensional flowers and distinctive shapes from the brand show in an abstract manner. The thoughtful design is embodied everywhere in the space to create a ‘spiritual garden’ that reflects the inner world. Elements such as a light flake-shaped wall, curved countertops and hanging rods are employed to connect viewpoints, forming a free-flowing spatial sequence.
The design prioritizes clothing as the primary focus while avoiding excessive decoration and presenting a minimalist brand space. The new brand color, nude pink, is used as the base color of the space, while the tobacco-colored carpet highlights key functional zones such as window displays and Haute Couture displays. Soft and delicate pink fabric finishes and black wood grain boards are interwoven throughout the space. The combination of front and back textures represents the soft appearance and internal strength of women, with both elegance and confidence present inside and outside.
The shape of the props aligns seamlessly with the structural tailoring of fashion. The exquisite sculpture’s corner-cutting design balances the sense of volume and respiration in the field with a unified language of detail. It conveys the brand’s emotional proposition of “embrace imperfection” in detail.
