Led by Lyndon Neri & Rossana Hu, Neri&Hu Design and Research Office incorporates the century-long history of Shanghai into Comme Moi’s new flagship store
Built in Shanghai in 1925, the Art Deco Donghu Hotel has undergone various changes over the years and now houses the new flagship store of Comme Moi, a fashion label created by Chinese supermodel Lu Yan. Neri&Hu deliberately chose to keep the remnants of the past intact while implanting new design elements to embody the brand’s image: 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 unifies the space and occasionally extrudes up to form sculptural function areas like the reception counter and seating, with wood inserts as accent.
The white linen changing room in the shape of a cocoon and the shining limelight give shoppers a runway experience, and the glamorous backdrop of a scalloped glass feature wall further emphasises the feeling.