First store of PH5 taks a peek into its rich knitting background. In a nutshell, the store is a knitting factory with a cartoon filter. The whole store is covered by blue wool carpet with customized patterns illustrating scenes and aspects of the knitting factory.
PH5's signature curve becomes the protagonist of the space, the dominant curvy racks and the curves on the wall are intertwined and bouncing off each other. The store plays with mixing 2D and 3D, depicting funny moments or mishaps of a knitting factory. For example, a box of cone thread falls off from a pile of boxes, a knitting machine is finishing knitting a PH5 dress, a curvy pipe of the knitting factory spills out a puddle of water which becomes a curvy mirror. 2 light boxes in the shape of windows in perspective let in sunshine which become 2D patterns on the wall and on the floor.
It is hoped that customers can have a good sense of the dreamy, unique and whimsical character of PH5 as a brand through the humorous and immersive experience of the knitting factory of a store.
Typology: Commercial Usage: Retail Location: Xintiandi, Shanghai, China Floor Area: 55㎡ Client: PH5 Involvement: All phases