Design of the flagship store of American post-modern fashion brand Theory in Beijing Wangfujing

2021/12/03

From New York, USA, THEORY is a post-modern fashion brand founded in 1997. The founders of THEORY fashion are Andrew Rosen and Israeli-American designer Elie Tahari. Elie Tahari was famous for designing strapless tops (Tube Top) in the Disco era in the 1970s. ; Andrew Rosen came from a family, grandfather Arthur Rosen (Arthur Rosen) founded Puritan Fashions in 1910, and Andrew Rosen himself once served as the president of the famous New York fashion brands ANNE KLEIN and CK (Calvin Klein). The THEORY brand adopts "simple and elegant" as the design theory, all clothing is made of elastic fabrics, in order to make women feel more comfortable and show a sexy side. Another feature of THEORY is that different styles are named after women, such as Suzi, Gillian, Annabel, Van t, etc., and a dictionary will be released every season to explain the styles behind each name. The main focus of THEORY fashion is OL. They are a group of intelligent, active and fashionable professional women. They are white-collar ladies who are looking for high-quality and classic designs while also demanding to keep up with trends and wear novel fabrics. THEORY Fashion hopes to incorporate personal taste, temperament and elegance into a sexy and neutral design, so that OL will no longer only show male toughness in clothes to show work ability, but can incorporate personal thought and personality into commuting. Clothing, so that the clothes at work can also be worn on holidays and official activities, making the clothing more life-like and comprehensive.

Theory, which was born in the United States, is a contemporary fashion brand that makes women feel confident, smart, and fashionable. Hillary promoted his brand to the world, with footprints in Europe and Asia, and opened more than 20 stores in China alone. Vudafieri-Saverino Partners has developed a new concept for the Theory new store located in the Central Plaza of the Palace of Beijing, which is characterized by basic but comfortable elegance and a strong "New York City loft" spirit.

The facade is inspired by New York’s iconic buildings, the transparent windows of old apartments, the industrial and cosmopolitan atmosphere of the MTA subway station, and the exposed black beams and white surfaces. The dynamic screens displaying Theory advertisements in the windows make the shop natural and eye-catching in the mall.

With a sales area of 106 square meters, the store is divided into two spaces: the entrance attracts customers to display the new collection; the second room has a J-Brand corner to display denim products, and a VIP seating area for formal suits.

The interior design uses soft and warm materials and combines colors or tone combinations that match the brand spirit. Oak parquet and natural brass panels create a more feminine atmosphere, while the display of black and white Corian materials and the metal frame of the concrete base do not lose the sense of industrialism.