WHOOSIS Store in Chengdu by FON Studio in China

Project: WHOOSIS Store in Chengdu
Architects: FON Studio
Location: Chengdu, China
Area: 2,690 sq ft
Year: 2023
Photos by: Provided by FON Studio

WHOOSIS Store in Chengdu by FON Studio

WHOOSIS has always had a unique expression in street culture – retail clothing and diverse live events have a special group effect. The first store in Chengdu demonstrates to its friends a fun and interactive place with the same energy and vision as always.

Spacious, high commercial space consists of two-level structures of varying sizes and is surrounded by several trendy clothing retail stores. Considering the needs for overall work, we needed to connect two floors with suitable traffic lines that could guide customers between the two levels. To solve complex spatial issues, the initial idea was to use the simplest organizational form to connect and arrange functions around it.

When black blocks alternate with overlapping transparent boxes, a spatial history unfolds that integrates into the brand atmosphere. We hope the rebellious street soul is supported by deep black wood interacting with rich color expression and detailed textures. Vertical and horizontal blocks built in space compose an abstract street scene to some extent: from the entrance, a layered relationship between balcony and second floor is shown. This vertical transportation organization ensures constant new conversations and also allows people to look around, stand, and take photos in different corners of the space.

We aim to create various forms and scales of display zones in this space but also allow visitors to feel relaxed and gain a rich shopping experience. On the first floor, main displays are located near the entrance and under the staircase, with the main checkout area best suited for service and consultation. On the back wall, an L-shaped LED screen is used as a visual branding tool for collaboration with space, and its dynamic information is visible both from the street and inside the store.

The balcony extends from the entrance to the interior space, forming a neat platform. This is the main display area and transition to the second floor. An open view on both sides leads people into the second-floor space. A solid wooden staircase combines with purple stone, as a harbinger of the space.

When the view turns to the most open space – the second floor, an island bar area is centered by a black block running through the entire store, giving relatively complex floor plan a focal point. Meanwhile, metal suspended supports integrated into the staircase contrast with the heavy wall and better showcase clothing. Looking at the 5-meter partition, its transparent vision affects the spatial display order. We use a group of minimalist mobile hangers installed under glass to meet display requirements and connect with the street scene outside. Passing through a group of tall wooden cabinets, the interior space naturally becomes a fitting room and storage zone, while simple physical transformation concludes the space.

Elegant, rough-hewn, primitive, bright, open and inclusive form the tone of the space. Whether it's overlaid geometric relationships or rich horizontal plans, they have become an interesting attempt for us and WHOOSIS together to interpret street culture.

-Project description and images provided by SIDEVIEW

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