ASH, a global Italian fashion and footwear brand, has collaborated with Spanish design maestro Francesc Rifé to unveil a fresh design concept for its stores. This new vision debuted in two flagship locations in Shanghai, China, at the centrally located “Kerry Center” in Changning and “Plaza 66”, one of the country’s most significant commercial spaces. The store design embodies a structured environment tailored for product showcase, embarking on a new trajectory for the brand in the realm of ready-to-wear fashion.
The new design concept for ASH stores, created by Spanish designer Francesc Rifé, debuted in two locations in Shanghai, China: Kerry Center in Changning and Plaza 66. These two stores embody a structured environment tailored for product showcase, embarking on a new trajectory for the brand in the realm of ready-to-wear fashion. The design features a golden ceiling that integrates multiple light sources, creating a constellation-like effect, and brass columns that evoke a sense of luxury and stability. The columns intersect at 90-degree angles, forming a clean and unique grip that adds dynamism and personality to the new store concept. 
The lighting is provided by small-sized point light sources that are equipped with optical components to illuminate products effectively and create a starry sky effect. Concrete is another prominent material, used on the walls, floor, and ceiling, to tie everything together. The brass elements extend to the walls, while the solid-colored cement paint symbolizes the imagery of urban construction. 
The display cabinets, which are designed to work in harmony with the dynamic and challenging installation, extend to dialogue with the interior and exterior, initiated by brass, and provide a clear interpretation of the ASH logo.
The Kerry Center store spans 198 square meters, while the Plaza 66 store covers 140 square meters. The design concept is a testament to Rifé’s ability to create spaces that are both functional and aesthetically pleasing, showcasing the brand’s products in a way that is both innovative and engaging.
Project Information:
Architect: Francesc Rifé
Location: Shanghai, China
Area: Kerry Center: 198 square meters; Plaza 66: 140 square meters
Photography: Francesc Rifé Studio
