The store’s location on Yuyuan Road, known for its shades of green and historical architecture, bestows it with an air of nostalgia. Amid the hustle and bustle, the calm and leisurely atmosphere is as unique as it is inviting. This location echoes with the yesteryears of Shanghai when outdoor communal life was a norm, and it is this spirit that the store intends to preserve and imbue with contemporary significance.

Walking into the store feels like unveiling a “blind box.” The structure was built in the 1970s, with a reinforced concrete frame on the ground floor, boasting an unpretentious charm. Throughout its lifetime, it has seen many makeovers, but all original blueprints are lost. When stripped of its decorative layers, the store revealed a surprise – a perfect manifestation of the original beams and columns, complete with traces of every “renovation” it had undergone. A decision was made to preserve these architectural memoirs, offering a sneak peek into the past.

The brushed stainless steel clothing racks seamlessly blend with the concrete and the preserved structural beams and columns, symbolizing the functionalist DNA of the brand. These racks are combined with cement boards, creating an industrial yet chic display area. The fixtures, assembled from U-shaped slots and galvanized plates, create a functional yet flexible display system, providing a canvas for the brand’s evolving narratives.

In addition, the exterior of the store has been designed with the local community in mind. The grey water-brushed stone facade and glass windows that can be flipped open offer a welcoming street view. This openness invites passersby to pause, sit, and engage – creating a symbiotic relationship between the brand, the city, and the community.

Moreover, the store also features two relatively independent exhibition spaces reserved for co-branded products, providing a versatile platform for showcasing brand collaborations. The fitting room, designed with a “bathroom” scene, adds an unconventional touch of privacy and encourages patrons to interact with the space in new ways.

The HLA PLUS on Yuyuan Road is a testament to the power of preserving historical essence while infusing it with modern industrial elements. The store, with its brushed stainless steel fixtures, cement board elements, and respect for the existing environment, embodies a fresh vitality and the spirit of co-existence. It is a prime example of how to combine respect for heritage with a fresh design perspective, fostering a store environment that is both dynamic and deeply connected to its roots.

The store is not just a retail space – it is a narrative of the brand’s journey, a testimony to its ethos, and an embodiment of its commitment to co-existence and sustainable design.

∇ Floor plan