SLT designed the first offline store of aaddd, a beauty and lifestyle collection store, located in Shanghai’s BFC Bund Finance Center. aaddd, which started with beauty products but goes beyond beauty, conveys a unique lifestyle philosophy through niche style categories. The design draws inspiration from the cloud, embracing its softness, blurred boundaries, and uncertainty to evoke a tranquil and cozy atmosphere.
SLT was commissioned by aaddd to design its first offline store, situated in Shanghai’s BFC Bund Finance Center. As a beauty and lifestyle collection store, aaddd, which began with beauty products but extends beyond them, conveys a unique lifestyle philosophy through niche style categories. It aims to inspire young consumers to explore and express themselves and their aesthetic sensibilities. For this design, SLT adopted “cloud” as the overall conceptual dimension, using the softness, blurred boundaries, and uncertainty of clouds to convey a tranquil and cozy ambience. Meanwhile, the space features freely flowing curves and a soft, light color palette to embody the multifaceted nature of beauty in a tangible way and through an immersive experience. 
Within the main display zone, display tables with curved forms are scattered throughout, diminishing the sense of depth in the space along the parallel axis. The varied application of artistic paint creates different material textures. The interplay of vibrant colors and marble patterns conveys a rhythmic and layered sense of beauty in subtle details. Dynamic lines in the horizontal direction guide visitors’ gazes towards the symmetrical, arched wall in the distance, creating a harmonious interplay of curves and straight lines. The simple geometric language of the design fosters a peaceful and light atmosphere throughout the space. Under multi-angle adjusted lighting, the edges of the central, curved display table cast varying shades of shadows on the floor. The outlines of the space, combining real and virtual elements, are highlighted by the lighting, and transform in response to the changing light. The ephemeral and elusive aesthetic qualities of the “cloud” are embodied through this dual dimension of light and shadow.
The partition of the lounge area adopts an arched form, echoing Western architectural styles. The repetition of this element creates layered framing effects within the space. Within the lounge space, the use of mirrored materials blurs the boundaries between the physical and virtual realms, extending the depth of field infinitely and captivating the visitor.
In the “cloud” installation zone, a green, arched wall gently encloses the space at the entrance. Embedded within the wall, the “cloud” installation, in its irregular, solidified form, embodies the fleeting dynamism of a “cloud”. At the same time, the public mirror-like “cloud” serves as a visual focal point that connects and guides the spatial division, conveying the aesthetic of “spaciousness”.
The aaddd Essential Selection Zone, as a relatively independent area, fulfills two purposes: Firstly, it adapts to the expansive floor area, using a reversed opening to attract customer flow to non-main display areas. Secondly, it creates a dedicated area for curated product selections, bridging online and offline experiences, and serving as a potential space for future collaborations with specific brands through pop-up shops. By incorporating curved, pleated walls, the space is divided into five relatively independent beauty tables, replacing traditional store window displays. Mirrors are integrated to fulfill functional needs for touch-ups and makeup trials. Additionally, the flexible lighting adjustments in this zone cater to the diverse visual requirements of the brand.
Regarding overall lighting selection, SLT tested various colors and color temperatures, ultimately choosing warm-toned lighting as the main light source for aaddd. In contrast to the traditional use of cold lighting in beauty stores, which creates a tense atmosphere, the overall space of aaddd exudes a warm and approachable ambience. This reduces the aesthetic distance between the brand and customers, while cultivating an immersive atmosphere imbued with narrative.
“Cloudy Island” captures the fragile and ever-changing “cloud” amidst the urban jungle, creating a soft and dreamy island through the interplay of color, lines, and lighting. The space becomes a transitional container that reflects people’s moods, and a source of inspiration that sparks individuals’ pursuit of beauty and aspirations for a quality lifestyle, echoing aaddd’s brand philosophy — to release tension and find beauty.
Project Information:
Project Name: “aaddd” Beauty and Lifestyle Collection Store
Project Type: Commercial Space, Retail Space, Beauty Store
Project Address: BFC Bund Finance Center South Zone B1-B122, 600 Zhongshan East Second Road, Huangpu District, Shanghai
Design Company: SLT (Studiolite) Design Consulting Co., Ltd.
Design Team: Ling Chen, Yu Yangyang, Niu Chenyu, Fu Yu, Wang Chuanchu
Lighting Consultant: Pang Lei – LUMIA Lab
Construction Company: Jingzhu Architectural Decoration Engineering (Shanghai) Co., Ltd.
Client: BFC Bund Finance Center (Group Subsidiary)
Building Area: 200 square meters
Main Materials: Artistic paint, mirror stainless steel, ceramic tiles, baking varnish, marble, luminous soft film, linear lights
Photography Copyright: Wu Jianquan
