This Chow Tai Fook ‘Jewelria’ new branch is located in Parkview Green, which is an artistic shopping mall. There are countless sculptures of different styles inside and around the building. At the beginning of the design stage, we combined the local elements of the project location and our original concept of the ‘Jewelria’ to elevant the artistic vibes of the commercial environment.
For this project, we continued the concept of ‘graffiti’ and added the idea of ‘POP-UP’ in the store, so we turned this new space into a comprehensive integration of exhibition, leisure and shopping functions. We applied the ‘graffiti’ concept of the Chow Tai Fook ‘Jewelria’ to this space, so the carpets, screens, and sofas were covered with hand-drawn graffiti patterns, and even the glass cabinets were printed with Chow Tai Fook's graffiti logo. We also chose to display some items with an extracted local element, including a pink vintage bicycle - because we thought of a mental image in which the last emperor of the Qing Dynasty, Pu Yi, was learning bicycles in the Forbidden City, Beijing.