At Twenty: a major Hong Kong based fashion group opens a retail space that reflects its brand identity
VERB STUDIO in collaboration with PARA DESIGNWORKS designed the new concept store for At Twenty, a major Hong Kong based fashion group that established a new lifestyle brand for young and fashion-forward men.
The aim was to reflect the brand identity inside a space, located at a prominent corner unit in Causeway Bay, the retail heart of Hong Kong.
Therefore the designers created a spatial experience that manifest the philosophy of the brand and it products.
Minimal and linear, the geometry is simple and essential. The existing structural frame of the facade have been revealed and preserved, while a new grid works has been implemented at the interior to define different areas.
Moreover the design emphasizes materials and textures, such as the soft stucco white on the facade and the grayish casted concrete texture of the interiors. Both linked through a sharp matte black metal.
As a result, the spatial experience deeply shows the brand identity od At Twenty.