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Tuesday, May 22, 2018

Roaring Red!

By Rutvi Ashar
Photography: Shaon Liu; courtesy the designer
Read Time: 2 mins
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Retail store Roaring Wild- Unwalk (inset) Kingson Liang - Senior Interior Architect & Design Director, Domani

This is not your regular Chinese retail store! Designed by Domani Architectural Concepts, the futuristic outlet of Roaring Wild has been painting the town red…

Two teams with a strong attitude have come together to create a retail interior that can’t go unnoticed! A wild artistic expression, in an otherwise pale space, in the form of a fiery red explosion makes for perfect pictures. The designers vision says that the red device symbolizes passion, while the black elements distribute calm. The perceptual blood grows in the rational enclosure, and the two colours balance each other in confrontation.

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Not very many designers want one single element that pillars their design, it can go so wrong at times; however, in this case the angles in the design break the monotony of a giant, R-shaped, red, alien structure in a small space. It almost seems like a set for Led Zeppelins ‘Stairway to Heaven’, had the song been made today. 

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Intelligently used, a black paint wall can be used as a commodity display when closed, or as a projection wall, when left open. The floor lifts up into the third dimension forming the grey cement cashier desk, which is located at the bottom of the red device. It seems quiet on the red stairway and if only the vibrant products of this young brand moved from the conventional shelves lined along the walls, onto this display structure… 

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As a country trend pioneer, Roaring Wild has never been so simple as "making clothes", so obviously their store wouldn’t be just a retail design. As a carrier, it conveys fearless dream-driven attitude, which is clearly evident in both - their work as well as their choice of design lead, Domani, who resonates with this principle so strongly that it is no wonder that they were able to craft a space so visually alluding. 

Fact File:
Client:  Roaring Wild
Design Lead: Domani
Principal Designer/Architect: Kingson Liang 
Built-up Area: 200 square metres (2152 sq. ft) 
Location: Shenzhen, China



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