elliptical elements bring living room warmth to xframe studio's OSC boutique in china

xframe studio reveals living room concept boutique in china

Xframe Studio completes the OSC boutique renovation in Xiong’an, China, beginning with the concept of the Living Room as a memory and an imaginative space, integrating shopping into the fabric of everyday life. The design abstracts familiar scenes from a living room and reassembles them into a clothing store. The project includes a new logo and packaging, followed by detailed interior design and customized props, furniture, and displays, transforming the space from concept to implementation. Elliptical event scenes create impressionist moments related to the concept, disrupting linear spatial logic and transforming it into a multi-line structure. Thick walls encase product displays, preventing monotony. The lobby and entrance area resemble an urban living room, inviting passers-by to linger and socialize, with canopies for rain protection and public installations for photos and rest.

all images by yuuuunstudiooo, courtesy of Xframe Studio

OSC boutique features customized props, mirrors, and display

Previously, the OSC boutique’s layout evoked a commercial ambiance that failed to showcase the merchandise’s value effectively. The clear division between the front and back areas impeded customer flow. To create an inviting environment, Xframe Studio implements materials like micro-cement primer, solid wood flooring, and veneer. The Shanghai-based practice restores deteriorated walls with plaster to replicate concrete effects. Bespoke items such as props, display racks, and mirrors enhance the whole experience. Thick walls of varying lengths and thicknesses envelop the original horizontal load-bearing walls, guiding customers toward the back hall without a fixed perception of the front and back space. The transitional space between the first and second floors exposes original textures, creating an art installation that blends old and new elements. The second floor, designed as a cloakroom, features an oval void cut out from a rectangular space with small display cases. The materials create a cozy, home-like atmosphere where customers can relax, enjoy coffee, read, and socialize, providing a sanctuary from daily life.

cozy seating area invites visitors to linger

elliptical event scenes create impressionist moments

customized props and displays blend into the space

thick walls encase product displays

micro-cement primer adds a modern touch to the interior

the living room concept integrates shopping with everyday life

solid wood flooring enhances the store’s warm ambiance

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the bespoke items elevate the boutique's overall experience

urban living room lobby area with protective canopies

imaginative space where familiar scenes meet creative design

oval void on the second floor creates unique display cases

cloakroom-inspired second floor with a cozy atmosphere

elliptical scenes disrupt linear spatial logic beautifully

the living room theme redefined as a shopping experience

protective canopies add practicality to the stylish entrance

project info:

name: OSC boutique
architect: Xframe Studio
lead designer: Yuwei.Wang
location: Xiong an, Hebei, China

photographer: yuuuunstudiooo | @yuuuunstudiooo

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edited by: thomai tsimpou | designboom