Introduction
HAYDON, a rising star in the realm of high-end multi-brand cosmetics retail, rapidly expanded its footprint across China’s major cities. In 2020, the brand enlisted the expertise of DOMANI to craft its inaugural store in Nanjing. Inspired by literary works and contemporary visual trends, the design concept encapsulates a spectrum of creativity, from Wang Xiaobo’s “The Green-Haired Sea Monster” to the avant-garde acid aesthetics of the 2020s. This ethereal LSD fantasy challenges conventional notions of beauty and desire, blending rationality with rebellion to mirror the evolving preferences of Chinese retail consumers.
Design Elements
At the heart of the design lies a bespoke glass tile, meticulously crafted to emit a stable color and a mesmerizing polarized light effect, courtesy of a unique glaze formula. This material serves as the cornerstone of the interior, exuding an advanced color palette and metallic texture while maintaining visual harmony with human skin tones and product hues.
The focal point of the space is the fish-belly-shaped staircase extending from the eastern side, mirroring the circular counter at its center, evoking a sense of intuition amidst a dreamlike ambiance.
Spatial Composition
On the first floor, the main display area is elevated to form a square platform surrounded by corridors, with the north entrance fully open and the west corridor connecting the street to the mall’s interior. This innovative layout offers a multifunctional space for product exploration and relaxation, enhancing the overall shopping experience.
The “Twist Showcase” reimagines traditional display shelves, infusing them with personified postures and human behaviors to spark engaging dialogues and transcend conventional retail presentations.
Illumination and Finishing
The second floor is illuminated by linear lights seamlessly integrated into the ceiling grid, providing versatile floodlighting for the flexible showcase arrangements. The metallic texture of the tiles is accentuated under this lighting, enhancing the overall aesthetic. Complementing the avant-garde ambiance, the display installations feature a corrosion texture on metal surfaces, evoking an acid-inspired punk aesthetic reminiscent of cocktails – a blend of flavors that is both cohesive and eclectic.
Conclusion
In the HAYDON Nanjing Store, DOMANI has seamlessly merged literary inspiration with contemporary design trends, resulting in a space that transcends conventional retail paradigms. By infusing creativity, innovation, and a touch of rebellion, the store offers an immersive experience that blurs the lines between reality and imagination, setting a new standard for high-end cosmetics retail.
