A grand, 68-foot-long dune rises within the latest concept store from apparel brand SND. Located in Shenzhen, the space was conceived by Various Associates to transport guests to “make an otherworldly atmosphere, detached from the modern world, and providing a serene escape from the urban chaos,” say Various Associates cofounders Qianyi Lin and Dongzi Yang. “It creates a pristine white stage against a pitch-black backdrop, displaying the clothing collections like precious treasures and luring visitors to embark on an exploration.”
Beneath bright mining lights, details like iron bars and hard-lined fixtures echo the geometric forms that distinguish SND’s first store in Chongqing. Display fixtures inspired by raw iron materials also abound, establishing a contrast between black metal and the neutral backdrop. Organic forms further generate tension inside the monochrome aesthetic.
Custom display tables theatrically anchor the interior like stones rising from the sand, while shifting lights and shadow further heighten the drama and promote the versatility of the concept with a range of perspectives. VIP fitting rooms are equipped with sensor lights to create a ceremonial experience where ambient illumination enhances the reflection of the mirror.