Comme Moi flagship store in Shanghai, China by Neri&Hu
Comme Moi's flagship store is located within the Art Deco Donghu Hotel, built in 1925. Over the decades, the building underwent multiple renovations and changes in use, traces of which were still very much present when the design team encountered the site. Neri&Hu deliberately chose to keep these remnants of the past intact, while surgically implanting new design elements to embody the Comme Moi brand: young, sophisticated and exquisite.
Composed as a series of four sequential chambers, the retail space is integrated with a continuous rail, threading through the individual rooms, while forming the armature for custom-designed hanging cabinets. Sheathed in an elegant metal mesh, these showcase cabinets stand out within the historic architectural surroundings to present the fashion pieces in a striking new light. A new terrazzo floor also unifies the space and occasionally extrudes up to form sculptural function areas like the reception counter and seating, accented with wood inserts.
Guided by the metal rails and continuous flooring, shoppers can meander freely through the various chambers and end their journey at the lounge space. Newly attired in Comme Moi garments, the shopper emerges from the cocoon of the white-linen changing rooms to shine in the limelight of a runway catwalk experience, flaunting their new look against the glamorous backdrop of a scalloped glass feature wall.