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LOCATION ▸ CHENGDU, SICHUAN

CLIENT ▸ JAJAINTHEMOMENT

YEAR ▸ 2024

STATUS ▸ COMPLETED

PROGRAMME ▸ CLOTHING STORE

COLLABORATORS ▸ -

PHOTOGRAPHER ▸ ZHUDI@SHADOOPLAY

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PROJECT SYNOPSIS ▾

NESTLED BENEATH THE LUSH CANOPY OF TREES, WE ERECTED A PRISTINE WHITE "TREEHOUSE." THIS PROJECT MARKS THE FIRST OFFLINE STORE FOR THE BRAND JAJAINTHEMOMENT, LOCATED IN CHENGDU'S LUHU AREA.

A "TREEHOUSE" IS A CHILD’S MOST INTIMATE SANCTUARY—ONLY THE CLOSEST COMPANIONS ARE INVITED INSIDE. A GENTLY SLOPING WHITE "ROOF" GIVES TANGIBLE FORM TO THIS IDEA, EXTENDING SEAMLESSLY FROM INDOORS TO OUTDOORS. AS VISITORS STEP BENEATH THE EAVES, THEY QUIETLY ACCEPT THE BRAND’S INVITATION....

A WHITE WALL DIVIDES THE SPACE INTO INNER AND OUTER ZONES. THE EXTERIOR SERVES AS THE "TREEHOUSE’S" RECEPTION AREA, WHERE TRANSPARENT GLASS WALLS AMPLIFY THE DAPPLED PLAY OF LIGHT AND SHADOW THROUGH THE TREES—CREATING AN ATMOSPHERE OF EASE AND NATURAL COMFORT. BEYOND THE WALL LIES THE INTROVERTED, PRIVATE RETAIL CORE, WHERE MORE CLOTHING AND ACCESSORIES ARE THOUGHTFULLY DISPLAYED YET GENEROUSLY PRESENTED TO GUESTS—WARMLY AND OPENLY. THE WALL’S THICKNESS DISCREETLY INCORPORATES FUNCTIONAL AREAS LIKE CHANGING ROOMS AND CHECKOUT, PRESERVING THE PURITY OF THE OUTER SPACE.

MATERIALS WITH NATURAL TEXTURES LEND WARMTH TO THE "TREEHOUSE." EXPANSIVE WHITE PAINT ON THE "ROOF" AND WALLS ESTABLISHES A MINIMALIST FOUNDATION. LIGHT-TONED STRIP TILES COVER THE FLOOR—SOMETIMES SMOOTH, SOMETIMES TEXTURED—ADDING A HANDCRAFTED FEEL. OAK DISPLAY FIXTURES INTRODUCE SUBTLE WARMTH INTO THE BRIGHT WHITE INTERIOR. THESE ELEMENTS ARE SLIGHTLY TILTED, LENDING THE NATURAL MATERIALS A DELICATE SCULPTURAL QUALITY THAT BLURS THE LINE BETWEEN NATURE AND ARTIFICE—EMBODYING THE TRUE SPIRIT OF A "TREEHOUSE."

在葱郁树木的荫蔽下，我们搭起了一个洁白而纯净的“树屋”。项目为品牌jajainthemoment的首家线下店铺，位于成都麓湖。

“树屋”是一个孩子最私密的小天地，只有最亲密的伙伴才能被邀请进入。一个微微倾斜的白色“屋顶”具象化了“树屋”的形态，从室内径直贯通至室外，步入檐下的同时，人们已然悄悄接受了品牌的邀约。

一道白色的墙体将空间分为内外两部分。外部，是“树屋”的会客厅，通透的玻璃幕墙将原就斑驳的树影映照得更为婆娑，轻松而惬意，自然是房间的主题。穿过墙体，到达内向而私密的主零售空间，更多服装和饰品被细致地陈列于此，却又不吝向前来的客人展示，温暖而慷慨。墙体的厚度足以将更衣、收银等功能悄然容纳其中，使外部空间足够纯净。

自然质地的材料赋予了“树屋”以更多温度。“屋顶”和墙体大面积的白漆奠定了简约的空间基调。浅色的条形地砖通铺地面，时而光洁时而斑驳，富有手工质感。橡木制成的陈列道具为洁白的空间点缀了些许温暖的色彩。道具在形式上微微倾斜，使天然的材料呈现出微妙的雕塑感，模糊了自然与人工的边界，亦是“树屋”的本意。

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PHOTOS ▾

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DRAWINGS & DIAGRAMS ▾

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