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Um Men's Underwear Store by AS Design Service Limited -

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DESIGN DETAILS
DESIGN NAME:
Um

PRIMARY FUNCTION:
Men's Underwear Store

INSPIRATION:
Male Traits of Kingliness

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Designers Four Lau and Sam Sum based on "Male Traits" as the design concept of this top fashion men's underwear brand shop. They endeavored to inject humanity into interior architecture, searched for the modern and abstract styles, and used deep charcoal gray and yellow colors as focus point. Window display shows a replica of a streamline future transportation sculpture that appeared in movie, which is operating by a male mannequin. It is a perfect combination of abstract and modern, and demonstrating the men love to gain pleasure over controlling / demonstrating dynamic. Also it is hilarious to imagine that it is a huge banana in order to associate with the important part of men; it is the symbol of men wanting to demonstrate power, self confidence, and dignity in front of women. The small screens of yellow grid construction wall display unit would demonstrate the latest brand fashion show, exhibiting the season's most fashionable products for customers.

OPERATION / FLOW / INTERACTION:
Customers will find a huge symbol ”M” when flow into the sales area space, “M” is the initial of “Men”, with maximizing its size along with black and white layers, it shed a deep impression.

PROJECT DURATION AND LOCATION:
The project finished in July 2011 in Shenzhen, China

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
MATERIALS: velvet wallpaper, tiles, black glass, stainless steel, powder coating metal, and fiber glass

SPECIFICATIONS / TECHNICAL PROPERTIES:
DIMENSIONS :1355 SQ FT

TAGS:
UM, Male Traits of Kingliness, Top Fashion Men's Underwear Brand Shop, AS Design service ltd, Four Lau, Sam Sum, Hong Kong

RESEARCH ABSTRACT:
The "Kingliness” is what men have been pursuing: Virile, Self confidence, Capability, steady, and Dignity; the ism can be explained by these characteristics. Designers used deep charcoal gray and yellow colors as focus point. A variety of deep charcoal gray materials (suede wallpaper, travertine, black stainless steel and black glass) and the geometric form are used to bring out the steady and virile side of men, along with yellow mannequins that are with tall and strong image, the purpose is to highlight the extraordinary metropolis royal demeanor that made him the limelight.

CHALLENGE:
Consideration of sales operation and humanity: The yellow grid construction wall display unit is filled with different branding size boxed products, when the salesperson picks up the box at the front, subsequent boxes will be pushed to the front by the mechanics automatically to fill the vacancy, without the help of the salesperson, which presents a humanized demonstration.

ADDED DATE:
2012-09-18 19:56:23

TEAM MEMBERS (1) :
Four Lau (Creative Director), Sam Sum (Art Director)

IMAGE CREDITS:
AS Design Service Limited -, 2012.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
WORLD FIRST HOLDINGS

PROFILE:
With the rapid growth and development of Macau, we are set to operate Adolfo Dominguez, Mulbery, UM, UMix, UM Collezioni, UM Salon in addition to ck Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, Trussardi Jeans. As of 2011, we are operating approximately 120 stores in Guangdoug, Guangxi, Hunan, Hubei, Shanghai, Beijing and Macau in China, with over 1000 employees and covering a total floor area of over 200,000 square feet. Our largest store has an area 30,000 square feet. Throughout the past 20 years, we have shown our ability to overcome global difficulties, having weathered the financial crisis in 1997, the SARS epidemic in 2003 and the financial tsunami between 2008 and 2009, and come out of them even stronger and bigger.

NOMINATION DETAILS

Um Men's Underwear Store by as Design Service Limited is a Nominee in Interior Space and Exhibition Design Category.

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AWARD DETAILS

Um Men's Underwear Store by as Design Service Limited is Golden A' Design Award Winner in Interior Space and Exhibition Design Category, 2012 - 2013.



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