CARNAVAL DE VENISE

This project is anchored in the brand’s positioning as the "top-of-mind brand for resort and travel apparel," guided by the themes of luxury, resort, and joy. It translates the brand’s propositions-"The world is vast—let's set off together" and "light life, less luggage"-into an immersive spatial experience that aligns closely with the products’ application to travel, resort, and urban commuting.
The design’s creative core lies in blending the idea of a "Venetian Montage" with travel scenarios. Inspired by the imagery of Venice, particularly the Rialto Bridge, cultural elements are abstracted and refined into spatial textures and light expressions. Rather than superficial replication, this approach integrates cultural roots with the spirit of free individuality, creating a contemporary and airy atmosphere.
Unlike traditional apparel stores defined only by display and fitting, this project establishes multidimensional micro-scenarios such as light cycling, hiking, beach, and camping. These immersive environments shift the consumer experience from merely “viewing clothes” to “living a lifestyle,” reinforcing the connection between product, scenario, and emotion.
Three key challenges shaped the implementation. To address limited store space, modular design and transparent partitions created distinct yet connected scenes. Mall restrictions on height and materials were resolved with a lightweight linear facade highlighting the brand’s slogan and heritage while integrating fire-safety facilities. Material strategies balanced luxury and lightness, combining refined metal and stone with gauze and eco-friendly panels, prioritizing locally sourced resources for efficiency and sustainability.
Innovation lies in both experiential and cultural expression. Scenario immersion elevates the shopping journey, while cultural integration avoids labeling and instead weaves Venetian heritage and brand philosophy into every detail. The design ensures practical alignment with commercial goals of display, experience, and sales, while incorporating low-carbon practices such as modular reuse, recyclable materials, and reduced transport emissions.
Ultimately, the store evolves from a sales channel into a lifestyle showcase, capturing young consumers with its blend of luxury and lightness, cultural depth, functional rigor, and sustainable strategies. It exemplifies how space can serve as the brand’s most powerful language.