Revolutionizing Retail: Fengfeng Chen's 'We Wedding Ring'

Golden A' Design Award Winner Transforms Jewelry Retail Space

Fengfeng Chen's 'We Wedding Ring' is not your typical jewelry retail space. Located in a standalone building within a creative garden, it breaks away from the traditional mall-based retail model. This shift in location and consumer patterns necessitated a departure from previous design norms, resulting in a retail space that is as unique as it is functional.

The design of 'We Wedding Ring' is heavily influenced by the interplay of light and space. The external transparent glass curtain wall structure forms an outward display space, introducing more light and creating a sense of transparency. The all-white tones blend with the light to create a pure and aesthetically pleasing space. This combination of light and space is a key feature of Fengfeng Chen's design philosophy.

The 'We Wedding Ring' project was completed in August 2020 in Fuzhou, Fujian province. The 300-square-meter site features curved building structures that serve as a divider between the front and back of the space, forming an interior building. The arches in the design vocabulary, combined with the inspiration of light, form the overall structure of the space. This structure also blocks some natural light, which is projected through the arch hole to create a contrast of light and shadow.

One of the key challenges faced during the design process was the suspension of a 120kg art sculpture, the "confession balloon". This sculpture serves as a memory point, levitating lightly in the air to form a unique spatial temperament. The successful suspension of this heavy sculpture was a testament to the design team's ingenuity and problem-solving skills.

The 'We Wedding Ring' project is more than just a retail space; it's an interactive experience. Devices are integrated into the space to heighten the atmosphere and guide consumers to key points. This interaction between the space and its visitors extends to the digital realm, with visitors encouraged to take photos and share them online to increase brand exposure and recognition.

In conclusion, Fengfeng Chen's 'We Wedding Ring' project is a testament to the power of innovative design. By reimagining the traditional jewelry retail space, Fengfeng Chen has created a unique and engaging experience for consumers. This project is a deserving winner of the Golden A' Design Award and a shining example of the potential of design to transform our everyday experiences.