Vhive Concept Stores
V.hive via Acre
Multiple Sites, Singapore
Designer Furniture Concept Store
Particular were invited by Singaporen furniture giant Vhive, via creative agency Acre, to develop a series of prototypical concept stores as part of their rebranding exercise. Multiple schemes were generated, here are two:
Taking a lateral approach to retail design and visual merchandising, we resisted decorating and 'creating an experience', electing instead to quietly celebrate the status and role of the ‘utilitarian bits’ infrastructure- the shelving, the display rigs, the plinths, the supports, the wall, floor, ceiling. By removing the unnecessary clutter of decoration, the merchandise is allowed to stand out and proud, held together by a lattice of carefully detailed and designed modular display infrastructure.
To a large extent, visual merchandising involves the act of creating replica environments- through the heavy use of imagery and props. We see this clearly demonstrated at Ikea, where spaces and atmosphere is re-enacted (faked) in the attempt to place the customer in familiar surroundings.
Scheme 02 attempts to critique this skin-deep method by abstracting and three-dimensionalizing the operation. This creates an immersive but not overpowering experience for the customer, allowing the merchandise to be ‘framed’ within a context without being drowned-out by an overtly explicit and graphic approach.