DESCENTE | 冰雪奇旅 解码创新力场

In order to retain the original historical features of Xintiandi and carry the commercial function of the brand concept space, our designer led by innovation, integrating the historical building Xintiandi and the ski sports brand DESCENTE. With the theme of "Innovative Ice and Snow Journey", the designer creates a new space-time latitude of the brand store, bringing together traditional historical culture and modern innovative technology to bring consumers a unique unknown shuttle journey.

Approaching the world of "Innovative Ice and Snow Travel", our designer designed the space entrance using the wormhole concept. Combining bricks, the symbolic elements of Xintiandi Shikumen, and the ski gene of the DESCENTE brand, we used the shape of ice to construct the wormhole entrance. Ice cubes are injected into the cracks in the wall and sealed, and paired with an immersive LED screen to create a unique visual symbol of the brand, attracting consumers to explore the store.

In addition, our designers cleverly used the glazed window grilles, a memory element of old Shanghai, and transformed them into multiple ski scenes to decorate the windows, echoing the ski culture of the DESCENTE brand. The details of the exterior facade create a strong eye-catching effect for the store.

Entering the twisted space from the wormhole, the symbolic element bricks extend into snow blocks as a visual guide. We see multiple skiers following the snow-colored lines into the field space, traveling between history and modern times, as if they are freely on the ski resort. leap. The sense of speed on the wall presents the motion extension effect of history, highlighting the close connection between the brand’s ski genes and Xintiandi’s regional culture.

Through the shape design of light pillars and icicles, it reflects the time-honored charm of the alleys in Xintiandi, Shanghai, and emphasizes the brand's sense of technology revealed by the elements of ice cubes and icicles.Our designer combined the ancient architectural style and the effect of light and shadow changes to design a symmetrical store display space and display the brand's exclusive hanging display system. In the center of the symmetry, LED screens are used to creatively design space-time cracks, integrating tradition, modernity and the future, expanding and extending the infinite possibilities of the field, and feeling the innovative power of the DESCENTE brand space.

In the creative design of the overall brand space, the designer injects innovative power to resonate with the new world, giving DESCENTE innovative and diverse energy to open up new business areas and jointly explore the ice and snow journey.