AS Design Service Limited's Award-Winning Men's Underwear Store

UM: A Unique Blend of Modern Design and Male Traits of Kingliness

Designers Four Lau and Sam Sum have based their design on the concept of "Male Traits". They have endeavored to inject humanity into interior architecture, searching for modern and abstract styles. The use of deep charcoal gray and yellow colors as focus points lends an air of sophistication and masculinity to the store.

The store's window display features a replica of a streamline future transportation sculpture that appeared in a movie, operated by a male mannequin. This combination of abstract and modern elements demonstrates men's love for control and dynamic demonstration. The sculpture also humorously suggests a huge banana, symbolizing men's desire to demonstrate power, self-confidence, and dignity.

The store's interior is marked by a large "M" symbol, representing "Men". The maximized size of the symbol, along with its black and white layers, leaves a deep impression on customers. The use of various deep charcoal gray materials like suede wallpaper, travertine, black stainless steel, and black glass, along with yellow mannequins, highlights the extraordinary metropolitan royal demeanor.

The store's design also incorporates practical considerations for sales operations and customer experience. The yellow grid construction wall display unit is filled with different brand size boxed products. When a box at the front is picked up, subsequent boxes are automatically pushed to the front by mechanics, ensuring a seamless and humanized shopping experience.

The UM store is a testament to AS Design Service Limited's innovative approach to retail design. By incorporating the concept of "Male Traits of Kingliness" into the design, they have created a unique shopping experience that appeals to modern men. This design approach has earned them the prestigious Golden A' Interior Space, Retail and Exhibition Design Award in 2013, a testament to their creativity and design prowess.