Stepping into Nanjing, China’s Flamme Flamme store—designed by Hong Kong firm One Plus Partnership Limited—is like walking into an upscale play area.
With elements of surprise and versatility, the double-story shop boasts a spacious basement level that showcases playground-inspired clothing and footwear displays that feature steel climbing frames, swivel chairs, and swings. The playful displays, reaching heights of up to 15 feet, visually elevate the entire area.
Abstract red, white, and blue fabrics are twisted around flexible display shelve, and extended to the highest climbing display frame, creating an energetic atmosphere. The wrapped fabrics allude to the idea of unwrapping something new and encourage discovery as guests explore the retail offerings.
“The style of the wrapping cloth is changeable, so the displays can be [swapped out] in the future,” says Ajax Law, cofounder and design director of One Plus Partnership. “The entire store also becomes an exhibition space. [The hope is] that customers will come into the store and unveil a world of art.”
The fitting area deviates from traditional partitions with a more open approach. Milky white opaque curtains provide privacy while accentuating the spatial perspective. Each fitting room includes seats that represent different play equipment to add a youthful energy to the experience.
The store’s name, Flamme Flamme, is derived from the French word meaning “flame” in English—a homage to the owners’ love story, symbolizing the continuous fire and spark of their relationship.
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