Firm LocationBeijing, China
CompanyV.M Design
Lead ArchitectZhao Shu
Design TeamWang Luotong, Xue Yuanyang, Li Yuling, Lin Chunwei, Qin Xiaolei

The project aimed to upgrade the brand image of MEACHEAL, a women's wear brand, by creating exclusive, differentiated and memorable visual effects and experiences. The design team identified "Her Strength" as the brand's inspiration source and the theme of the store, and tried to interpret it by upholding the "beauty of smallness" and emphasizing details. The design started from and ended with the belt installations, which were mechanically mounted with leather, rivets, and metal fasteners, the stiffness and softness of which reached a balance of mechanical aesthetics.