SND Store / Various Associates

Architects: Various Associates
Area: 300 m²
Year: 2018
Project Leader: Qianyi Lin
Design Team: Dongzi Yang, Jingjing Tang
Photographs: Feng Shao
City: Chongqing
Country: China

SND Store retail project designed by Various Associates in Chongqing creates a retail environment where brand vision and architectural form converge. The central “milestone” on the axis symbolizes SND’s new direction, while a church-like form reflects the brand’s balance between identity and fashion trends. Square-like display zones ensure clear circulation and visibility of products, with jewelry placed centrally and haute couture arranged on both sides under precise lighting. A beige facade, reflective interiors, and enlarged display windows enhance both visibility and flexibility. The design connects SND’s unique spatial identity with the wider urban setting.

The SND Store was conceived as a space where customers experience the relationship between body and architecture. The design follows a pure and simple layout, organized around a symbolic “milestone” positioned at the center of the axis. This central element represents a starting point for SND’s expansion toward becoming an internationally recognized buyer’s shop. The church-like architectural language conveys the brand’s ambition to balance individuality with the demands of contemporary fashion.

The interior is organized with open display zones on both sides, arranged to resemble a square. This configuration allows customers to understand circulation routes with ease while maintaining constant visibility of the products. The spatial clarity enhances both the act of viewing and the process of comparison during shopping.

The exterior facade adopts a beige palette, with openings that reveal glimpses of the central “milestone” inside. This strategy establishes an invitation into a more enclosed world while respecting the site’s narrow and linear conditions. Material textures and a carefully layered composition make the store recognizable within the context of the mall, creating a presence that leaves a lasting impression.

The cubic interior continues the principle of symmetry, reinforcing a ceremonial character. Jewelry is displayed in a central linear showcase, while haute couture occupies both sides. Professional lighting highlights the texture and detail of the garments, enhancing the retail presentation through controlled illumination.

At the center of the space, a curved reception desk separates the display areas from the rest zones while providing functional service for customers. Tactile finishes soften the rationality of the gray-toned palette, reinforcing the distinct personality of the brand within the architectural composition.

Reflective surfaces in the “Mirror Room” create a futuristic and surreal atmosphere. The fully symmetrical design contributes to a sense of sacredness, reinforcing admiration for the craftsmanship of clothing and emphasizing the experiential qualities of the retail environment.

The window display area has been expanded to maximize visibility while maintaining flexibility for diverse arrangements and events. Through this project, Various Associates challenged conventional retail strategies, presenting SND with a distinctive spatial identity that connects directly to the urban experience of Chongqing.