F.O.G. Architecture creates immersive showroom for HCH, blurring lines between fashion, architecture, and art installation.
Contents
Project Background
F.O.G. Architecture was commissioned by HCH to design their showroom for Shanghai Fashion Week. The goal was to create a space that transcended the traditional showroom format, offering an engaging and multi-sensory experience for visitors, showcasing the brand’s clothing in a unique and dynamic way. The design considered the inherent qualities of the clothing itself and the existing characteristics of the HCH venue, aiming to create a dialogue between fashion and architecture. The concept of spatial design and immersive art installation were central to the project, seeking to redefine the relationship between audience and exhibition.
Design Concept and Objectives
The design team envisioned a “soft forest” using felt fabric, creating a dreamlike and ambiguous atmosphere that contrasted with the rigid structure of the venue’s columns. The flowing fabric partitions, cascading from the ceiling to the floor, evoked a sense of movement and softness. This design approach aimed to create an immersive art installation that blurred the lines between display and experience, inviting visitors to explore and interact with the space and the garments within. The design also aimed to enhance the overall tone and atmosphere of the space, allowing visitors to fully engage with the brand’s identity and the emotions it sought to convey.
Spatial Layout and Planning
The fabric partitions were strategically arranged throughout the space, creating a maze-like pathway for visitors to navigate. This non-linear circulation encouraged exploration and discovery, prolonging the customer’s journey through the showroom. The layout also played with open and semi-enclosed spaces, creating a dynamic interplay of visibility and concealment. This approach, inspired by Gestalt psychology, fostered a sense of tension and visual interest, drawing visitors deeper into the immersive experience. The spatial design carefully considered the interplay between the garments, the fabric installations, and the visitors’ movement, creating a cohesive and dynamic whole.
Materiality and Construction
The design employed a unique construction method using trusses to lift and suspend the fabric partitions. This approach not only ensured stability but also highlighted the materiality of both the fabric and the structure. The softness of the felt contrasted sharply with the rigidity of the trusses and the industrial nature of the venue, creating a visually striking and tactile experience. The choice of felt and recycled fabrics also aligned with the brand’s focus on sustainability and material innovation. The warm, green-toned color scheme further enhanced the sense of comfort and tranquility within the space, creating a soothing backdrop for the displayed garments.
Social and Cultural Impact
The showroom’s unconventional design contributed to the overall experience of Shanghai Fashion Week, offering a fresh and engaging approach to fashion display. The design’s emphasis on exploration and immersion offered a counterpoint to traditional retail spaces, highlighting the importance of physical engagement and experience in an increasingly digital world. The project serves as a case study for innovative spatial design within the fashion industry, demonstrating the potential of architecture to enhance brand identity and create memorable customer experiences.
Project Information:
Project type: Showroom
Architects: F.O.G. Architecture
Area: 300m²
Project Year: 2021
Country: China
Main Materials: Felt, recycled fabrics, trusses
Photographer: InSpace
