ONESWEAR Wuxi Huixin Garden Jewelry Store

Jewelry store in the park

As a pioneering jewelry brand co-founded by several talented independent designers, ONESWEAR has always stood out in the market for its uniqueness and originality. The design we present for each ONESWEAR store aims to deepen customers’ impression of its distinctive brand design concept through the space, and also to establish brand recognition from the store experience.

Building, landscape, and interior symbiosis

The Wuxi Huixin Garden store breaks away from the traditional mall or street shop model commonly seen in jewelry stores by being located in the center of a public park. At the heart of the store is a comfortable circular public lawn, serving as external extension of the indoor space. The building features a vibrant membrane structure and flying arch forms, with a floor plan that presents organic curves radiating inward. We hope that the interior design serves as a continuation of the architecture and landscape, creating a continuous and cohesive environment for both indoor and outdoor spaces and activities.

The indoor layout is based on the logic of commercial functions and architectural forms: through the combination of organic curves and geometric forms, the space is transformed into multiple sets of free spatial modules. This not only adapts to the irregular contours of the indoor layout but also adds variability to the space, providing customers with a more personalized shopping experience.

On one hand, the architecture and outdoor space create entirely new conditions for events and spatial experiences. On another hand, to meet the costs of updates and maintenance, the budget for indoor space has to be reduced. Within the constraints of a very limited budget, we maximize the overall visual impact through the flexible combination of these elements, aiming to attract more visitors and leave a deep impression on them.

"Soil" and "raw Stone"

The overall style is inspired by nature, with earthy red and orange tones serving as the main color scheme for the entire space. The warm and vibrant hues engage in a dialogue with the outdoor lawn standing out in the environment while providing a soft yet stylish background for the jewelry display, making the pieces appear even brighter. The texture and color of the "soil" interpret life and growth, while also reflecting the delicacy and eternity of the jewelry and diamonds.

The city of Wuxi is said to have been named after the depletion of the tin mines in Xi mountain. Therefore, the product display cabinets are designed with a sleek and simple geometric shape, embodying a balance of strength and softness, resembling the raw stones extracted and cut from a quarry. Unique and exquisite diamond and jewelry pieces are showcased on these displays, allowing customers to feel as if they are strolling through a delightful land.

Anti-traditional space circulation

The "semi-outdoor" experience is one of the distinguishing features of this project. As a standalone building with multiple entrances, we have broken away from the typical linear flow of retail spaces. The central area integrates multiple functions, including retail counters, exhibition stands, brand image walls, storage and logistics spaces, as well as equipment rooms, while also serving as the visual focal point of the store.

The ribbon-like display cabinet softly divides the internal workspace from the external public area, serving both display and reception functions while also defining the space.

The display areas are "scattered" throughout the space in a more relaxed manner. Here, we abandon the basic principles of "direction" and "sequence" in the exhibition space, allowing the experience of the environment to begin from any point and not be limited by the space.

In the current market environment where business creativity is constantly evolving, outdoor expansion space has become more important for shops. The design fully utilizes the advantages of the site, allowing the core area of the shop facing the lawn to open completely outward, seamlessly connecting indoor and outdoor spaces. This effectively expands the actual usable area, providing an ideal venue for various themed events.