Dear So Cute in Chinese Haining features catwalk

Design firm Lukstudio has created a theatrical-style shop and cafe as a promotional and retail space for fashion platform Dear So Cute in Chinese Haining.

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Inspired by South Korean cafe/fashion trends, the design is intended to communicate the brand’s values and showcase products to younger consumers.

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The store layout features a backstage rigging system to adjust display features as with a theatre stage, and incorporates elements of the Hainingese shadow puppet tradition in its design.

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According to a report in Dezeen, the retail space emphasises the brand’s “forever young energy” with a minimal, contemporary look and pink highlights, serving as a neutral backdrop for the activities going on in the space. One standout feature is a stage in the fitting room area for customers to “catwalk” before friends while deciding on purchases.

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“In today’s retail environment, most people shop online for the convenience and the reassurance of the review system,” Lukstudio’s founder Christina Luk told Dezeen. “However, I believe when it comes to delivering a brand’s identity and values, the physical store is much more effective.”

Read more about the store and see more images on Dezeen.

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