SLT is commissioned by aaddd to design its first offline store in Shanghai BFC Bund financial center. As a collection store of beauty cosmetics lifestyle, aaddd starts from beauty cosmetics but goes beyond it. Aaddd delivers unique life concepts with niche styles, inspiring young consumers to explore beauty and express themselves. In this design, SLT takes “cloud” as the dimension quadrant of the overall concept. The softness and uncertainty of the cloud are extracted as design elements to convey a quiet and warm spatial atmosphere. At the same time, the free stretch curves and elegant colors in the space express the diversity of beauty in a concrete and immersive way.

aaddd is located in the hinterland of B1 floor in the southern district of BFC. Through the planning and integration of the original space, aaddd is divided into two areas as a whole: aaddd Essential Selection Area and Main Selection Area. Inside Main Selection Area there are “Cloud” Installation Area and Rest Area.The overall color scheme of aaddd is based on warm pink beige, with warm tones of lime green, red tea orange and emerald blue. Down from the escalator, the cozy atmosphere of the open store is separated from the surrounding cold and light environment, enhancing the aesthetic recognition of the brand at first sight.

▼轴测图，Axon Drawing ©SLT

Inside the Main Selection Area, the curvy design of main platforms are dotted in the interior zone, weakening the depth experience of the space in the parallel direction. The different use of Faux Finish creates various textures of different materials. The bouncing colors and the collision of marble lines convey the sense of rhythm and hierarchy of beauty in tiny places. The elegant lines on the horizontal direction draw visitors’ attention to the arch of the distant metope with symmetry and regularity. In the simple language of geometric composition, a peaceful and light atmosphere permeates the whole space. Under the multi-angle lighting, the edges of the central curved display table create overlapping shadows of different depths on the ground. In the space, outlines combined with the virtual and the real set off each other under the contrast of the light, and change the form accordingly. The fleeting and erratic aesthetic qualities of “clouds” are interpreted through the dual dimensions of light and shadow.