The Wonder Bridal’s new flagship store in Chongqing, designed by IN BLOSSOM INTERIOR STUDIO, offers a luxurious and immersive retail experience, blending architectural and interior design.
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A New Era for The Wonder Bridal
The Wonder Bridal, a renowned purveyor of top-tier wedding dress brands, embarked on a journey to elevate its brand presence with a new flagship store in Chongqing, China. Having established a strong reputation for its discerning selection of designer brands and commitment to providing personalized experiences, the brand sought to translate its core values into a physical space that would resonate with its clientele. The design team at IN BLOSSOM INTERIOR STUDIO, who had previously collaborated with the brand on its inaugural store three years prior, was entrusted with the task of creating a space that would not only showcase the exquisite wedding dresses but also embody the brand’s ethos of empowering femininity.
Embracing the Pink Wave
Departing from the “female gentlemanism” theme of the first store, the design team embraced the “Pink Wave” concept for the flagship store. This involved a bold juxtaposition of pink and black, creating a dynamic interplay between sweet and neutral tones. The elegant pink hues infuse the space with a dreamlike quality, blurring the lines between fantasy and reality. The flagship store, spanning five floors, features a distinct function and design style on each level, accommodating diverse needs such as wedding dress fitting, display and sales, guest reception, a fashion boutique, and a runway for showcasing the gowns. This departure from traditional functional juxtaposition allows for a more fluid and interactive experience, where the boutique, fitting rooms, and runway coexist harmoniously.
A Multi-Sensory Experience
The spatial narrative unfolds from the entrance on the ground floor, which houses a curated selection of wedding-related products. The design team meticulously crafted the storefront using materials such as pink Bulgari stone, brushed stainless steel, black glass, and luminous light films, creating an illusion of a “non-space” that blurs the boundaries between the interior and exterior. This ambiguity allows for a free interpretation of wedding dress aesthetics and fashion, where vibrant colors and flowing mirrors accentuate the timeless elegance of the gowns. The interior design seamlessly integrates elements of architectural and interior design. The use of pink Bulgari stone, a luxurious and eye-catching material, adds a touch of opulence to the storefront and interior spaces. The pink hues, combined with the strategic use of mirrors, create a sense of depth and movement, enhancing the visual appeal of the wedding dresses on display.
The Power of Pink
The flagship store’s design philosophy revolves around the concept of “Pink Power,” where feminine grace and bold aesthetics merge, challenging traditional notions of bridal fashion. By incorporating diverse materials and intricate details, the design team赋予s pink with a multifaceted personality, creating spaces that are both romantic and rational. The second floor, dedicated to showcasing wedding dress artistry, adopts a minimalist approach with clean lines and ample white space, echoing the anticipation and excitement of brides-to-be. Arched window screens, bathed in hues of rose pink and tranquil black, transform each guest into the protagonist of their own bridal journey.
Functionality and Flexibility
The design team addressed the unique needs of a wedding dress retail space by incorporating practical and flexible elements into the design. The basement level, accessible from the parking garage, provides a dedicated area for picking up wedding dresses, ensuring a smooth and convenient process for customers. The dark ambiance of the basement is punctuated by warm lighting, creating a sense of intimacy and anticipation. The second floor features a versatile space that can be transformed from a fitting area to a runway, accommodating both product displays and fashion shows. The architectural sequence, characterized by a sense of purity and theatricality, elevates the wedding dress aesthetic to new heights.
Immersive and Personalized Experiences
The third floor, dedicated to wedding dress displays, offers an immersive experience where light and color play a central role. The interplay of light and shadow, created by the strategic use of mirrors and stainless steel, enhances the visual appeal of the gowns, fostering a sense of anticipation and excitement. The fourth floor houses the designer’s haute couture collection, featuring a private fitting room that exudes a sense of exclusivity and luxury. The entrance is adorned with a screen reminiscent of the Art Deco era, adding a touch of drama and intrigue. The use of mirrors and strategically placed chrome clothing racks further enhances the theatrical ambiance, creating a memorable experience for brides-to-be.
Project Information:
Architects: IN BLOSSOM INTERIOR STUDIO
Area: 1500 m²
Project Year: 2024
Project Location: Chongqing, China
Photographs: Bian Jie Photography
Lead Architects: Liu Jiajia, Chen Hong
Materials: Mirrored stainless steel, velvet, stone, art paint
Project Type: Commercial Interior Design
Photographer: Liu Jiajia – Wenhua
