Behind the scene Located in Guangzhou, the city focuses on her economic development where consumerism is celebrated and the true luxury of quality living is easily forgotten. Due to the rapid industrial and commercial development, the city suffers severely from pollutions. The importance of cleanness and purity from fresh air and clean water resources is being neglected by the city. Hence, from the micro-perspective of a retail shop, the team hopes to arouse the awareness of audience from a macro-perspective, temporarily withdraw from the fast-paced economy to the genuine joyfulness lies in the beauty of nature. ------------ The shop is inspired from the Nordic natural environment, embracing the art of natural beauty and cleanness, as well as the concern of city sustainable development. By overthrowing the conventional concept of store space planning and decoration on finishes, the shop experimentally adopts an extreme minimalist approach, where the team boldly transforms the store into a space with three zones only, turning the store into the house of a Scandinavian mademoiselle. The shop decors are made from limited kinds of materials, to comparatively reduce the resources wasted during the construction process. To bring out the preciousness of natural resources, the overall design implement water and sunlight elements, as a simulation to represent the cleanness of the nature and the attitude towards the nature. ---------- The brand Juvil incarnates into a young Nordic lady with amiable, nymphic, blissful and pristine disposition, introducing her characters and living motto to every audience to shop with a sense of natural and simple blissfulness. We are keen to emphasize the Nordic lifestyle - Lagom, which means “not too little, not too much, just right”. Generated from Lagom, the team has a vision to introduce a different definition of luxury to this city, especially a concept of cherishing the natural resources and a quality living in simplicity with the joy of contentment. Looking from outside One says the first impression is so important because you cannot have a second chance. The case applies on the display window of the store as it is the cover of the story book. The team aims to create an inviting and interesting display window in the most simple and amiable way. Bringing out a theme about nature, preciousness and joyfulness, the team is inspired by a fall of rain: the purest water resource falls from the sky; the moment when the raindrops touch the ground, splash and bounce, that is one of the most precious moments of mother-nature showing her beauty. Sharing the same preciousness with the nature of jewels, on one side of the display window, about 4-meter long scrolls with man eye’s view forest images are arranged in the plain white background; while on the other side, which also has a background in white and gridded frosted windows, six large delicate raindrops in handmade glass is hanging, or one shall say falling from above, imitating a raining scene outside a house. The top and bottom of each raindrop is embellished in rose gold finishes to give an elegant touch to the story; rays of light go through the glass shade and form some faint shadows of the raindrops, telling a story about simplicity and elegance. Inside the shop Display hall In art we live, unlike a conventional store with cabinets and full of jewels inside, the space is designed as a retail museum, transforming high jewellery into a form of art appreciation. Sharing knowledge and history of the pieces become a prelude to the shopping experience. Entering the light oak floored display hall, the simplicity continues. Sunlight as a scared resource in Nordic area, one may often see sunroof or big glass windows. To add the element, the team creates the sunroof decors near the hall ceiling to simulate rays of sunlight flowing into the hall to fetch a breeze of warmth to the place. Undeniably an excellent play using negative space to align with the brand concept, the team is unflinching enough to place, merely, a few vertical display solution without any seats in the display hall, just like walking in the nature. The design display solution is named ‘Prelude15”, inspired from the talented Chopin’s Prelude Op.28 no.15, where the masterpiece is often known as “Raindrop”. Its shape is indeed an imitation of the waterdrop bouncing after it touches the ground, like an upturned raindrop in the display window. Every shade is handmade of free-blowing glass in delicate craftsmanship. The light from above goes through the glass shades and this time creates pale shadows to simulate the ripple of water drop. The shade is openable with a rose gold metal panel inside for jewels display and a magnetic light track ring near the top of the shade, which is programmed to change lighting according to accommodate different display needs. Parlour & Boudoir Across the portal of the display hall is a simple yet beautiful parlour. As if an embodiment of a ravishing lady and the beautiful sunset, the space is dreamily toned with snowy white and Rosa, a shade of Spanish pink, enhancing a sense of elegancy. Cupboards in rose gold metal finishes for storage purpose are built on the two sides to leave the parlour massive spacing and enhance the sense of minimalist. A few bubble-like display plates are placed on the cupboards, adding a playful element in the space. At the back, a fireplace can be seen behind the romantic wall in pink, where it is a door leading to a VIP room, the most private Boudoir of a lady. In the four corners of the parlour, one may surprisingly enjoy a private vanity in a simplified Victorian style with white and dark plywood. The audience becomes a nymphic lady, merrily sitting in front of the vanity, playing their favourite jewels and relishing their reflection of beauty, experiencing a peculiar and exceptional intimacy that they can find nowhere else.