xframe studio unveiled Living room concept Boutique in China
Xframe Studio completes the OSC boutique renovation in Xiong’an, Chinastarting with the concept of the living room as a space for memory and imagination, integrated Shopping into the fabric of everyday life. The design abstracts familiar scenes from a living room and reassembles them in a clothing store. The project includes a new logo and packaging, followed by detailed Inner Design and bespoke props, furniture and displays that transform the space from concept to implementation. Elliptical event scenes create impressionistic moments related to the concept, breaking the linear logic of space and transforming it into a multi-line structure. Thick walls envelop product displays and prevent monotony. The lobby and entrance area resemble an urban living room and invite passers-by to linger and socialize, with canopies for protection from the rain and public installations for photos and rest.
all images by yuuuunstudiooo, courtesy of Xframe Studio
The OSC Boutique offers custom-made props, mirrors and displays
Previously, the OSC boutique’s layout conveyed a commercial ambience that did not effectively showcase the value of the goods. The clear separation between the front and back areas hindered customer flow. To create a welcoming environment, Xframe Studio uses materials such as micro-cement primer, solid wood flooring and veneer. The Shanghai-based office restores dilapidated walls with plaster to recreate concrete effects. Custom-made items such as props, display stands and mirrors enhance the overall experience. Thick walls of varying lengths and thicknesses wrap around the original horizontal load-bearing walls, guiding customers into the back hall without leaving them with a fixed perception of the front and back areas. The transition area between the first and second floors exposes original textures and creates an art installation that blends old and new elements. The second floor, designed as a cloakroom, features an oval void cut out of a rectangular space with small display cases. The materials create a cozy, homely atmosphere where customers can relax, enjoy coffee, read and socialize, finding a refuge from everyday life.
Comfortable seating area invites you to linger
elliptical event scenes create impressionistic moments
individual props and displays merge with the space
thick walls enclose product displays
Microcement primer gives the interior a modern touch
