A FIRST STORE LIKE A THEATRE SET FOR THE DEAR SO CUTE BRAND

The design studio Lukstudio has come up with the new store for the Dear So Cute platform in Haining, China. The store has been designed as a real meeting place with a retail space along with a cafe. With a minimal contemporary design that adopts decorative elements borrowed from the world of theatre, the store embodies the brand values.

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Expressing the brand values

The new Dear So Cute store is not limited to a mere retail space, but displays the brand’s values through a streamlined, contemporary design with carefully controlled touches of pop colour with the aim of attracting a young clientele.

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“In today’s retail environment, most people shop online for the convenience and the reassurance of the review system. However, I believe when it comes to delivering a brand’s identity and values, the physical store is much more effective,” explains Lukstudio.

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A theatre set

To design the Dear So Cute store, Lukstudio was also strongly inspired by the city’s culture, especially the famous puppetry shows for which it is renowned. Lukstudio therefore decided to place the changing rooms on a slightly higher level, like a theatre stage.

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On the contrary, the cafe’s customers are seated and can thus watch the trying-on sessions and form the first audience for these everyday rituals. Next to the cafe, there is a faux swimming pool with the slogan “Imagine water”, which continues the idea of dramatising the space, putting a new spin on the elements’ original function.

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