AIRMIX Lifestyle Concept Store by SpActrum in Xi'an, China

AIRMIX Lifestyle Concept Store by SpActrum

AIRMIX is a lifestyle boutique located in Xi'an and designed by SpActrum. AIRMIX Lifestyle Boutique (the Xi'an store) is the first store of a new consumer lifestyle brand. The project's objective was to showcase a strong brand identity within a relatively small retail space while simultaneously creating a significant sense of identity for AIRMIX. The journey begins with redefining the role of lifestyle in human life. Instead of being something that clings to daily existence, SpActrum perceives lifestyle as an essential need within humanity. It is fragile yet unwaveringly solid. It's like a soap bubble—temporary and delightful. Bubbles become the metaphor for such a need, forming the conceptual foundation of design.

Formal Concept

SpActrum introduces the metaphor of 'bubbles,' which serves not only as a design concept reflecting the lifestyle store theme but also as a method of form generation used within the overall design approach. The final formal expression is a collection of carefully selected fragments of hidden generative geometry or 'bubble clusters,' which develop into a series of seemingly very different sculptural objects: altar, cabinets, shelves, floating slices and so on. These are formally optimized but functionally adapted for the best product presentation. Although not obvious at first glance, the hidden generative geometry order creates formal consistency and unifies objects in space.

Design Elements

When soap bubbles join together, they form a series of interconnected domes with flat walls separating each bubble from the next. The shape and structure of a bubble as a physical phenomenon serve as an inspiring formal idea for design. Through geometric iterations of bubbles, varying in scale and intersecting with planes or other bubbles, a series of sculptural fragments are created that fill, connect and divide space.

Color and Materials

Color palette studies were conducted using digital rendering, miniature models and full-scale prototypes until a gradient paint resembling a starry sunset on another planet was created. The resulting color is burgundy with an uneven texture that almost looks like a living entity, reminding of "Lan Yao red," a gradient widely used in traditional Chinese porcelain.

Geometric studies conducted during the design phase give all elements a common formal language, which was further developed and detailed with manufacturers. Steel plates were cut and formed in a specialized steel workshop dealing with artistic works. Details of fastening and welding were discussed with appropriate expertise to ensure precise and efficient production and installation. Construction of impressive giant red sculptural structures was commissioned to a prestigious local artistic manufacturing studio in Xi'an, known for its high-quality production of large-scale art installations by some of China's first artists. Thanks to rich experience in producing non-standard forms and advanced machinery and technologies, the final result represents a bold combination of industrial precision and artisanal sophistication with an advanced aesthetic sensibility.

Most materials used, such as steel and glass, are fully recyclable. 100% LED lighting is used to reduce energy consumption. Most construction suppliers are within a radius of 50 km, helping minimize the carbon footprint of transportation. The goal of this store is to bring a bit of lightness into the 'weight' of urban life, both through its bright form and sustainable lifestyle it represents.

Urban Cells

SpActrum actively participates in urban reconstruction projects, and for such large-scale initiatives, each specific micro-store is a living cell, part of the larger urban body. In their interior projects, SpActrum consciously responds to the grandeur of the urban landscape by breaking down barriers of conventional hierarchy 'store-street-city,' making interior part of the street and city. Considering urban environment or architecture as a living being, building the whole from the cell, SpActrum's work is full of humanity and inspires a sense of connection. Without exception, all these projects speak for the city and broader public space.

To enhance AIRMIX brand identity, SpActrum leverages the fact that both facades face bustling pedestrian streets, installing giant illuminated brand logos as billboards and display windows. The facades become communication interfaces and filters between the exterior and interior.

As a new brand store, the front facade features a full-size illuminated brand logo in box and LED screen form. A-I-R-M-I-X, with letters A and X tilted toward the center to indicate two entrances from both ends. The other side of the L-shaped space faces a lively corridor leading to squares. The logo is repeated on the short side with letters wrapped around vertical storage units. From the direction of approach to the store, depth hides gaps between letters, and the entire letter structure of the logo is revealed.

Through this design, SpActrum helps the newborn brand AIRMIX create a unique and memorable identity—strong, stylish, artistic and unusual. It successfully increased brand awareness among the target customer group and significantly boosted sales; furthermore, it played a key role in establishing a solid foundation and setting the pace for future brand store chain development.

-Project description and images provided by CURRENT-NEWSWIRE

Drawings