X+living's fashion concept features four contrasting aesthetic identities

X+living (previously XL-muse) has created a retail and dressing room experience intended to compete with what it describes as the ’emptiness’ of online shopping. located in hangzhou, china, the JOOOS fitting room integrated the top 100 fashion brands from the sales list of retail site tmall.com, and selected four collections for representation within the project. by investing in the ‘event’ of shopping, X+living hopes to create an immersive retail experience that can effectively compete with and exist alongside the online experience. 

the dressing room experience is intended to remedy the emptiness of online shopping
all images by shao feng

the JOOOS fitting room is located on the ground floor of the commercial street phase II on xingguang avenue. facing the street is an interactive screen, connected to the internet, where visitors can browse and shop the collection before heading inside. ‘this is the most distinctive feature of JOOOS fitting room’, explain X+living, ‘building an offline fitting experience in the internet age through ubiquitous screens.’ each fitting room is equipped with a rest area, makeup area and selfie area, meaning the online element is still thoroughly present in its physical counterpart. ‘we hope every customer who enters into these spaces would ‘get something’, or even get involved into it’, they continue, ‘the designer extracted an inspiration element form the changes of times to create clothes shopping experiences which fascinate all girls’.

facing the street is an interactive screen where visitors can browse the collection before heading inside

four brands are represented in the space: mori girl collection, celebrity collection, OL collection and fashionable girl collection. a muted palette of pastel pinks and off-whites define the ‘mori girl’ section, with ceiling high bamboo poles criss-crossing the room. hemp rope — strung between the arms of bamboo — becomes a clothing rail, while mirrors are embedded at the points of intersection. calm, muted colours with textured fittings offset the modernity of the clothes on show with the primitive materials used to display them. 

each fitting room is equipped with a rest area, makeup area and selfie area

the ‘celebrity collection’ area is defined by a series of life size bird cages. likened to a victorian crinoline or dress frame, the display is intended to evoke the feeling of royalty, a modern reinterpretation of the princess aesthetic. cages on the floor each house a separate display of clothing, and are mirrored on the ceiling as lamp shades. the fitting rooms are located inside a larger cage whose curved surface has been covered in mirrored glass. 

the online element is still thoroughly present in the store’s physical location 

the ‘OL collection’ area moves away from a subtle palette as imagined as a darker, more mature space. a concrete floor, concrete painted walls and framed track lighting create a space that is concise and reserved. a fireplace and wood veneer help to soften the texture of the area, while the minimal black frames used for display both delimit and decorate the room.

the mori girl space is defined by ceiling high bamboo poles

finally, the ‘fashionable girl’ area is bursting with block colour. giant buttons float from the ceiling like flying saucers, while metal grids and cubes populate the space. the weaving of colour and folded lines is used to build up a dynamic space that reflects bold personality and playful characteristics. traffic mirrors hang from above, reflecting the patterned textile floor and sustaining the areas aesthetic vibrancy. 

the fashionable girl area is bursting with block colour

metal cubes and woven lines define the room

traffic mirrors reflect the textiles floors below

the OL collection is imagined as a darker, more mature space

a concrete floor and concrete painted walls anchor the space’s aesthetic in an industrial presentation

minimal black metal bars both delimit and decorate the collection

project info:

title: jooos fitting room
design director: li xiang
design team: liu huan, ren li-jiao, jia yuan-yuan
design company: x+living (www.xl-muse.com)
area: 1850 ㎡
location: hangzhou, china
photographer: shao feng

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: peter corboy | designboom