Small retail spaces shouldn’t limit creativity, shows this Beijing jewellery store.

Only 10.6 m long and 3.5 m wide, fine-jewellery boutique Yin is by no means a large shop. But the designers didn’t let that inhibit the project’s concept: it made up for a lack of spatial freedom with imaginative thinking, as evidenced by the creation of an intimate cloudscape.

Established in 2014, Yin forges minimal, delicate pieces from 18-carat gold, paying close attention to craftsmanship. The jewellery brand’s mission is to ‘create gold “tattoos” that profoundly accompany the owner, both physically and mentally’. The designers worked to incorporate that feeling of a lasting impression into the space itself, which is located within Beijing’s 150,000-sq-m retail centre, WF Central.

In such an expansive shopping environment, interiors run the risk of feeling overly commercial. Yin, though, is of another breed. The store’s installation-like centrepiece – an undulating ceiling of airy textiles that transition into a rear wall – sends the message that product pushing is not the sole purpose. Alongside the white cloudscape, gold-tone stainless-steel displays and chairs upholstered in grey fabric are the only deposits of colour.

Source | Frame, 12 September 2019



11th October 2019

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