Atelier Intimo Flagship Retail Store by O&O STUDIO Ltd

DI: What is the main principle, idea and inspiration behind your design?

OSL : In year 2020, the unprecedented epidemic and various natural crisis such as the Australian bushfire had brought a lot of new insights for many of us. Atelier Intimo’s first ever Flagship is located on one of the busiest retail streets in Shanghai - Huai Hai Road. The Flagship is designed by O&O Studio with the understanding that the Flagship is not simply a typical retail store but represents the future of Atelier Intimo. Thus O&O must take the bold step, lead and create a new and extraordinary retail space. Taking inspiration from the epidemic, both O&O designed Flagship and Atelier Intimo’s new product range are built upon the concept of “Rebirth of the Scorched Earth”, with the view of integrating the nature’s healing power to influence and give new hope to human beings. With the Flagship store located on the prosperous Huai Hai Road, O&O Studio wanted to craft a dramatic space that brought in and allowed visitors to spend a moment to look up and around, and to imagine and fantasize in such time and space. What can you dream of? Is there anything that we have forgotten about?

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

OSL : O&O Studio understands from the right beginning that it is no typical retail store that Atelier Intimo is looking for. Atelier Intimo has already gained a good level of popularity in the past few years, and they have a specific design philosophy and retail strategy. O&O Studio sees this as a fascinating challenge and opportunity to design Atelier Intimo’s first ever flagship, hoping to serve as their new “springboard” to achieve further success, displaying the new “Morphology of Atelier Intimo”. Since the opening of the flagship, it has proved how well that the dramatic and theatrical space has integrated and harmonized with the Client’s brand and products. For Atelier Intimo, the flagship is a point where they face directly to their valuable customers, a space for their new products launch, a studio for modelling and photography, a base for live streaming etc. All these are well beyond what the Client could imagine beforehand. The success of the flagship also sealed the strong belief of O&O Studio’s design philosophy. While the design brings in a new and distinctive portrait for the Client, O&O Studio also brings in additional design and commercial value to the Client’s business.

DI: What is the most unique aspect of your design?

OSL : Some of the characteristics of the products by Atelier Intimo are the lightness of the silk materials and its comfort level and how those relate to the natural beauty of the female bodies. Mannequin is the most common medium to display such textile products. O&O STUDIO took the challenge to integrate mannequins and the design concept of “Rebirth of the Scorched Earth”, and developed a series of art installations to fully present the performing stage for the brand. The series has 6 individual installations, blending various mode of mannequins to achieve different conceptions. The key installation is the centre placed on ground floor along the axis. She is the leader of the stage. Her hands are slightly opened towards her back, with her upper half body and head reaching out towards the infinity end. Wearing a set of revolving wings, appear to be dancing at the centre stage fused with interior architectural elements Scattering around are several installations inspired by flower blossom infused with interior architectural elements. Making use of different mannequin parts at the opening flower buds, they carry the nature energy and beauties. These installations are designed with a slightly peculiar and unexpected manner such that they will provide the freedom for one’s imagination and self interpretation on what these quirky archetype are portraying.