Featured store: JHW menswear in Zhengzhou

A new JWH menswear store using “austere, monochrome” design has opened in Chinese Zhengzhou. 

Designed by Atelier Tao+C the stores has been designed to offset “an otherwise banal” shopping centre in the city, according to design news portal Dezeen.

It features plaster, concrete and shiny perforated steel. Surfaces throughout the outlet have been covered in Shanghai plaster, a granite/cement mix used to effect a fine grey finish that was popularly in use in the 1920s. Use of the material underscores the brand’s preference for local fashions and designers.

“Reusing this once-popular yet forgotten material, we seek to evoke memories of the most dynamic and creative era and city to convey a more ‘local’ sense of the street,” explained the studio.

As part of the design, a section of the ceiling has been cut away to expand the overhead space, crossed by a transparent walkway in the floor above.

The design is one of the only projects the Shanghai-based firm has completed outside its home city.

More images and commentary can be found on Dezeen

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