01.Project introduction
- ROYALCOVER is a home textile brand of Lyontex s.r.l., Italy, born in Italy in 2005, whose luxury fabrics are highly sought after by European aristocrats and celebrities. The grand opening of the shop at Jiuguang Department Store on West Nanjing Road in Shanghai.
ROYALCOVER is a luxury home textile brand from Italy, advocating the concept of Italian aristocratic living and sharing luxury Italian bedding with domestic consumers. The customer base is the Chinese high-end market of business people.
02. Structural disassembly
Morshopfitting has always taken a rigorous approach to production in order to facilitate the opening of chain shops, so the Morshopfitting production team has gone through many discussions during the dismantling of the structure, striving for a true 1:1 reproduction of the product itself.
1:1 reproduction
The design of the new shop in the Jiu Guang department store on West Nanjing Road in Shanghai is visually stunning, but it also means that the construction process is demanding and costly.
The Morshopfitting team was acutely aware that the ultimate goal was to reduce the pressure on the brand’s renovation costs by giving full consideration to the client in the process of promoting the image of the shop on a large scale.
Therefore, during the structural disassembly process, Morshopfitting insisted on modularity to improve efficiency, standardization to reduce wastage, and productization to solve the project implementation, after several prototypes to determine the production drawings.
Material improvements
In the design proposal, the cabinet metal was proposed to be welded in stainless steel with a mirror finish, but as stainless steel surfaces are prone to unevenness, the Morshopfitting team, after continuous discussions on the product solution and product prototyping, finally chose a rose gold brushed solution.
03. Manufacturing
Royalcover is the most respected home textile brand for business people in the Chinese high-end market. It takes it as its mission to advocate the concept of Italian noble living and share luxury Italian bedding with domestic consumers so that more people can enjoy the blissful experience of comfortable sleep.
Material selection:
After several proofs, the Morshopfitting team ruled out several options with rigor and finally chose the most suitable stainless steel material for the main body of the shelves, with the aim of making the effect of the showcase present in the most perfect form. With carved acrylic to create a scene of aristocratic royalty. In the design, the designer extracts the European architectural elements using multiple arch designs.
Craftsmanship:
The production of the counters requires a very high level of craftsmanship in terms of how the materials such as metal, acrylic, and mirrors are perfectly articulated and closed. At the same time, the relevant dimensional details are grasped, with every dimension striving for perfection. The perfection of the craftsmanship has a direct impact on the quality of the shop and even on the sales of the shop.
Morshopfitting was able to achieve the perfect result in the new Shanghai Jiuguang Department Store by taking a rigorous approach at every hurdle.
04. Program showcase
05. Live scene
06. Project introduction
Project area：150㎡
Project period：20days
Installation duration：10h
Location： Atrium, 2nd floor, No. 1618 Nanjing West Road (Jiu Guang Department Store), Shanghai
Service content： scheme design, drawing deepening, structure disassembly, display cabinet production, on-site installation
