golden arch details adorn tianhua yizhu's grace generation fine jewelry store in shanghai

tianhua yizhu has designed the grace generation fine jewelry store, located within the CR times square shopping center, in shanghai, china. continuing the classic theater elements of the mall, the jewellery shop uses curved arches and curtain decoration in order to shape the interior. highlighted by blue, pink and golden elements, the design is far from the regular style of traditional jewelry stores, and creates an artistic and modern atmosphere. 

all images courtesy of tianhua yizhu

tianhua yizhu placed twists and turns in the rectangular plan layout, in order to structure the interior and conceal any spatial weaknesses. different functional areas were arranged in a staggered way, in order to provide enough space for viewing and trying on jewelry, as well as for resting. the theater styled small installations combined with the decoration and lighting catches the customers’ attention, whereas the comfortable setup enhances the desire to purchase products. the movement path in the store mimics people’s strolling on the streets. by integrating this ‘strolling’ behavior in the layout design, the designers intended to break through the limitations of traditional jewelry stores and reduce the distance between the people and the products.

balancing between the limited shop area and the large quantity of available jewelry, a variety of display ways was chosen, including flat cabinets, drawers, and windows, so that there is enough space for presenting each product. the facade display creates an ornamental scene, which is partly visible from the outside of the store, revealing the exquisite craftsmanship of the jewelry while at the same time, protecting the privacy of the interior for better customer experience. 

project info:

name: grace generation fine jewelry 
architect: tianhua yizhu 
team: lingang yan, yuze liu, zhenye liu, shanshan chen
location: shanghai, china
area: 30 m²