Tomo Yamakawa Design
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SECOO BEIJING FACADE DESIGN

Location : Beijing, China

Time Period : 2014.5-2014.11

Status : Completed

Principal Use : Boutique

Gross Area : 969.7m2 (Interior)

Collaborators : Mitsutomo Ono / ONO KOSHO

Photo : Eiichi KANO


For SECOO, a Chinese luxury brand platform dealing in selected high-class retail brands, we proposed brand-new facade design for their flagship boutique located in Beijing, China. SECOO has been known as secondhand shop dealing in vintage products. However, following social demands for high-brand market in China, they wanted to change their own old impression to specialty boutique for selected multi-brand platform. As a part of re-branding for SECOO, we have designed their new facade.

Originally, SECOO implied that Chinese Emperor’s treasure house. In the way we had chosen a key motif that reflects this idea for facade design.

Our new approach was to make 150mm x150mm framed cube with triangle metal as “Treasure Box”, then to fully decorate hexagonal pattern façade with stacking them. The orderly atmosphere reflecting with mirrors behind of cube framing is creating eternal treasure letting customers excited that looking for their own special products inside space.

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