Crème Boutique is a high-end womenswear retail space and shopping experience in Hangzhou, China. The store boasts curated high-quality products exhibited with a chic backdrop designed by ALL Design Studio, led by design directors Liang Liang and Hugo Meyer. Liang, known for his designs of Beijing’s Maison Margiela and Dior pop-up boutiques, and Meyer, who designed the Abu Dhabi presidential campaign hall, collaborated to bring a contemporary and monastic-like experience to Hangzhou’s luxury retail landscape. 

The name “Crème” (cream in English) was inspired by the original color of cashmere, which is the main product of the shop. Additionally, cream is known as the finest part separated from milk, a parallel to cashmere as the finest form of wool. 

The design of the space is based on the texture and color of the cream, bringing a vision of softness and refinement to the store. The main shape was inspired by a  double-layered cream cake.