Revolutionizing Jewelry Retail Space: Fengfeng Chen's We Jewelry

Combining Fashion and Functionality in a Unique Retail Design

Fengfeng Chen, the creative mind behind We Jewelry, was inspired by the pressures of modern life and the need for decompression. The design integrates the concept of travel cases into the display cabinets, creating a comfortable and relaxing shopping environment reminiscent of a vacation. The use of classic elements and metal rivets further enhances the brand's unique characteristics.

We Jewelry stands out for its fresh creativity and design, while maintaining the brand's original position. The Finnish light luxury brand is redefined with a modern, young, simple, and trendy spatial visual experience. Every detail, from the choice of raw materials to the carving, contributes to the brand's unique spatial vision.

The design realization technology focuses on presenting products and guiding customer experience. The window elements are transformed into a grid design, creating a visual impact with the use of orange. This leads customers into a daydream, immersing them in a series of product displays. The uniform arrangement of multiple grids, with white for open grids and orange for closed grids, enhances functional applications.

The design faced challenges in presenting jewelry in a limited space. The solution was to embed the display cabinet in the bookshelf, allowing for more jewelry display and enhancing the visual effect of the store decoration. The combination of showcases and suitcase elements of all products, along with the classic elements of metal rivets, reflects the noble feeling and delicacy of the We brand.

Located in Fuzhou City, Fujian Province, China, the project was completed in November 2019. The design was awarded Silver in A' Interior Space, Retail and Exhibition Design Award in 2020, a testament to its outstanding expertise and innovation. The award is given to top-of-the-line, creative, and professionally remarkable designs that introduce positive feelings, amazement, and wonder.