“No Such Thing” Boutique in China

Local interaction

The project is a curated concept store located in Shaoxing, Zhejiang. It offers a retail space that spans fashion, accessories, footwear, home goods, and art derivatives.

Design Philosophy

The store occupies a commercial unit with an impressive original ceiling height of about seven meters. The design strategy introduces two rectangular core zones, assigning the outer glass views to distinct spatial units. Structural variation emerges through the interplay of staggered heights in these zones. The area near the glass façade retains the building’s original ceiling height, alleviating the potential confinement from the spatial layering. The second floor serves as a multifunctional space accommodating display, office, and storage functions. Through its tiered layout, the design effectively separates the open product area from the private office zone, creating a clear circulation flow that enhances the shopping experience.

Brand Identity

The brand name embodies the philosophy of intentional choice and exploration, inviting consumers to make selections that bring them closer to their ideal lifestyle. Situated in Shaoxing, the store reflects a local ethos that moves beyond imitating first-tier cities, embracing a deeper enthusiasm for participating in and exploring the unique qualities of local life. Grounded in regional context, the design integrates a climate-responsive lifestyle framework, harmonizing the shop with its streetscape in both appearance and sensory experience.

Unlike traditional curated stores that focus solely on product display, this design prioritizes human interaction. Reflecting Shaoxing’s slow-paced lifestyle, the store introduces a leisure zone at its entrance, offering light refreshments. Outdoor seating further extends this concept, providing the community with a welcoming space for rest and conversation.

Local Materials

Located in Shaoxing’s Keqiao district, the heart of China Textile City, the store leverages local textile resources for its design. Walls are adorned with fabric panels sourced from nearby markets, replacing conventional materials to imbue the space with a sense of place. Irregularly arranged columns inside the space serve as key supports for the second floor. To integrate these visually dominant steel columns into the overall design, they are wrapped with softer wooden finishes. Inspired by the verdant street trees outside, the spatial arrangement mimics the layout of a forest. Artistic detailing with varying line diameters around the core creates a fluid, walkable environment that blurs the boundaries between indoors and outdoors.