As one of the leading jewelry retailers in China, Venti teamed Storeage to head up the redesign of their stores. Following the brand repositioning proposal from Orange Branding it was Storeage’s creative direction to took Venti’s retail from a local to a global jewelry retail brand. Storeage designed the stores as a blank canvas for the jewelry pieces to shine as pieces of art. It supports Venti’s collection featuring contemporary jewelry artists from around the world. The store celebrates the origin of the precious stones with a dark wall referring to the excavation of the stones. The design agency took inspiration from the Stijl, in specific a Mondriaan painting representing the world in all it’s facets to tell the story of origin, craft and cut behind the Venti jewelry pieces. As Leendert Tange, Chief Creative Officer of Storeage puts it; “Like a precious stone the store is best looked at from different angles. There is the aspect of origin. The earth, the excavation. Then there is the aspect of cutting the stones in different facets represented by the square angles of displays and the detailed lines of the frames holding the marble blocks. And there is the aspect of luxury and uniqueness of each piece represented in the domes.”

We believe it is importance to tell those layered stories. To offer consumers not just a place to buy more stuff, but rather a place to discover and learn about the products.

We believe, retail design is not just helping Retail Brand to improve their sales, but also could help consumer gain more mental experiences and sense of belonging. It is a bridge between Brand and Consumers.

Leendert Tange is the chief design Orange Branding supported on brand repositioning

3 month