December 2nd 2021 – By Promostyl
HAYDON’s Cosmetics Store in Hangzhou
The HAYDON store is located in the Hubin pedestrian street of Hangzhou, a street famous for its department stores such as Louis Vuitton, Gucci and Hermes. It is also famous for its proximity to the western lake. The team of Various Associates wanted to create a distinctive space for HAYDON’s store compared to other stores. That is why they decided to go all out in the entrance area by decorating it with flexible rotating mirrors. The pale yellow baked coating produces a warm and cozy mood in the space, the light strips and pendant lights, as well as the curved walls and the staircase, narrate a story of exploring into the unknown which produces a unique selling experience.
The store's mezzanine has a lower ceiling, which allows customers to see when on the first floor and looking up, the space above them as an interstellar track that rises layer by layer. The creation of this open ceiling allows for a flexible arrangement of equipment and promotes heat dissipation throughout the space. The arched display cases and triangular mirrors allow customers to see themselves in the mirrors as they try on cosmetics, avoiding the crowded conditions caused by an insufficient number of mirrors, a problem often seen in traditional stores.
The stacked mirrors on the second floor serve as showcases and partitions, while the space behind them, can be used as a broadcast or cross-border product experience area. Customers can experience the products behind the glass partitions as if they were entering a backstage dressing room. The only dark backdrop wall that there is highlights the illuminated HAYDON logo, intended to catch the eye of customers. Projectors extend from the center of the store and are placed one by one, allowing the light to be reflected under the mirrors, thus reflecting the silver foil projected on the yellowish covering. All of the elements and the brand’s image are found throughout this exploratory journey.
