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J1M5 Boutique by Various Associates


J1M5 is a boutique brand, with a mission of discovering, sharing cutting-edge fashion trends and permeating tourism, art and lifestyles.

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Originating in Europe, multi-brand boutique refers to a shop that sells clothes, accessories and other goods from multiple brands. The goods are carefully selected by tasteful buyers, who carry a suitcase and travel around the world to find brand products that best cater to unique fashion concepts and interests of customers. Through this process, the professional buyers bring back not only clothes, but also culture, fashion and stylish elements across the globe.

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Various Associates conceived J1M5 boutique by taking “suitcase” as the design concept. The team combined the movable, flexible features of suitcase with the origin of multi-brand boutique, and at the same time took full account of spatial layout, circulation, colour palette and experiences, thereby working out unique spatial languages that blend logic with artistry.

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The design well fits into the definition of multi-brand boutique. Multiple suitcases imply the combination of various brands, and form distinctive structural languages in the space. The main goal was to create a spatial construction that’s as movable and flexible as suitcase, so that the overall layout can be adjusted at any time.

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Cabinets are made capable of rotating 360 degrees at horizontal level. Therefore, adjustment of a single structure will lead to the change of the entire space. Each combination of structures is a new presentation of functions and visual effects.

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The four display cabinets at the entrance can be flexibly arranged, combined and connected. Mirrors at the end of space make customers feel like they’re standing in between lofty buildings, and attract them to immerse and indulge in the orderly yet infinite space.

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This is a space with changeable structures. It can be either empty or full of columns. Various Associates broke the conventional imagination of all kinds of stores, and created a distinctive retail space for J1M5 based on functional demands and subversive design approaches.

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Structural aesthetics – Space filled with columns

The external sides of cabinets are available to hang stainless steel cloth rails, which help maximize the display area; while the interior can be used for storage. In this way, the cabinets realize efficient integration of display and storage functions.

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Practicality is paramount – It’s all wardrobe space!

Bags, clothes and shoes can be placed inside cabinets and displayed as a complete set, which is intuitive for customers to choose.

Project Information: Project Name: J1M5 Boutique; Location: Hisense Plaza, Qingdao, China; Status: Completed | Oct., 2020; Design Company: Various Associates; Lead Designers: Dongzi Yang, Qianyi Lin; Design Team: Bo Huang, Meiyu Jiang; Photographs: Feng Shao;

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