Project Background
This project is situated on the second floor of Shangsheng Xinsuo in Changning District, Shanghai. Originally, the space consisted of two separate rooms connected by a central opening. Covering approximately 130 square meters, the space features a net floor height of just 2.4 meters. The client requested a design that accommodates various reception areas, art installations, warehouse zones, exhibition spaces, and auxiliary functions. The goal was to ensure practical functionality inside while emphasizing aesthetic appeal and creativity externally.
The designers faced the challenge of balancing functionality, spatial constraints, and environmental factors. To address this, they strategically removed excess walls, merging the two differently sized rooms into a cohesive storefront. Through thoughtful design, they overcame the limitations of the original space while adhering to strict cost controls. The result is a multifunctional commercial space that integrates communication, exhibition, retail, and check-in functions, all tailored to meet diverse needs within a limited area, ultimately delivering an exceptional shopping experience.
△ Project site © Lin Guijia Building
Design Concept: Sumerian Planet KR – π Platinum Gold Mine Treasure Hunt
Gemstones hold value not only in their intrinsic qualities but also in the adventure and discovery behind them. Miners venture into steep cliffs and deep caves, driven by the desire to explore the unknown and fulfill their dreams.
Platinum is a key element for the Fanshi brand. The richest platinum resource in the universe is imagined to be the KR – π platinum mine on the Sumerian planet. Inspired by this, the designer created a mysterious, immersive alien environment that simulates explorers landing on platinum mines in outer space. This concept invites every visitor to Fanshi to embark on a journey of curiosity and discovery, finding their own unique gemstone.
△ Entrance storefront © Zhu Runzi
△ Main display area © Zhu Runzi
The cave-shaped entrance immerses customers in the feeling of explorers arriving at platinum mines on distant planets.
The exterior walls are finished with plain white real stone paint, while the door shapes echo the cave concept. Several streamlined curved windows of varying forms emit warm light beneath linear light strips, creating a visually penetrating and cohesive atmosphere. These cave-like windows also puncture the thickened decorative layer, preserving the original wall surface.
△ Entrance storefront © Zhu Runzi
△ Entrance details © Lin Guijia Building
At the base of the irregularly shaped opening on the exterior façade, a mirror reflects the unique and beautiful surroundings, inviting visitors to pause and take photographs.
△ Exterior façade opening © Lin Guijia Building
The spatial design begins with exhibit placement. To honor the owner’s request to reuse jewelry boxes from the original store, the designer cleverly concealed them within perforated wall panels. This approach diminishes the bulky, boxy appearance of the original cases and saves valuable floor space, allowing for a streamlined, social check-in installation at the center. The perforated panels are shaped into curved sheets that meet fire safety standards.
△ Main display area © Zhu Runzi
△ Main display area © Zhu Runzi
The design employs curved forms throughout the spatial structure and interfaces. To soften the impact of square multimedia TVs and display cabinets requested by the owner, continuous curved wall panels embed and blend these elements into protruding shapes. Dark gray staggered aluminum panels harmonize with the displays, evoking the rough, chaotic textures of mining pits and caves. This design enhances jewelry presentation, optimizes space utilization, and promotes fluidity within the interior.
△ Multifunctional check-in desk © Zhu Runzi
△ Display area © Zhu Runzi
Previously, the white wall featured square windows. To unify the design language, the designer added a new partition layer inside the wall with light steel framing, cutting irregular holes that echo the exterior façade’s cave openings. This approach softens the original window forms, enhances transparency, and allows natural light to permeate indoor spaces. Combined with professional lighting systems, this creates a harmonious balance between sunlight and artificial lighting.
△ Main display area © Zhu Runzi
△ Display area © Zhu Runzi
△ Indoor wall openings © Lin Guijia Building
The interior design transforms the previously simple spatial layout by introducing an art installation as the main exhibition centerpiece. This creates diverse spatial experiences including display, interaction, check-in, and sales, achieving infinite spatial extension within limited boundaries. The various functions follow a fluid linear flow, enabling visitors to experience different spatial sensations as they move through the store.
This streamlined art installation adapts to multiple sales, exhibition, and event types, providing customers with a seamless and dynamic viewing experience. It has also become a popular check-in spot for young visitors. This approach reorganizes the functional layout, providing the jewelry display area with a clear, unobstructed surface and enhancing spatial flow and visual impact.
△ Main display area © Zhu Runzi
Drawing from a consistent design element, the designer uses sheet-like surfaces throughout the interior to create diverse functions and spaces. This formal language unifies the overall space while allowing local details to vary, complemented by precise and compact lighting to achieve a clean, refined environment.
△ Main display area © Zhu Runzi
The streamlined desktop and wall elements are designed to complement each other while remaining functionally distinct. This layout accommodates jewelry display, consultation, sales, and a sink area, addressing all store needs while maintaining visual continuity and spatial unity. Ergonomic table and chair arrangements maximize customer comfort, delivering a seamless and engaging shopping experience that balances form and functionality.
△ Multifunctional check-in desk © Zhu Runzi
The consultation desk features a white painted board finish with parallel lines on the front panel, which visually lightens its presence. The flooring uses a gray-toned adhesive that harmonizes with the overall space.
△ Display area © Zhu Runzi
The original four thick columns, which obstructed sightlines, have been wrapped in mirrored material. Combined with dark gray walls and streamlined fixtures reflecting scattered light, this treatment evokes the mysterious atmosphere of a mine and visually expands the interior space.
△ Main display area © Zhu Runzi
△ Mirrored pillar © Lin Guijia Building
The continuous, flowing spatial structure is the defining feature of the interior. The central social check-in installation softens the openness of the large space, creating a balanced aesthetic. Repeated sheet-like surface elements unify the installation and wall surfaces, immersing customers in the sensation of exploring a gemstone cave. This design delivers a unique, immersive shopping experience that prioritizes form, function, interactivity, and user engagement.
△ Display wall © Zhu Runzi
Display Cabinet Details
The display cabinets innovatively combine art exhibition with retail functions, highlighting the brand’s character and artistic quality. Jewelry pieces gleam like gemstones against the backdrop of dark gray cabinetry.
△ Wall display cabinet © Lin Guijia Building
△ Layout plan © Pingjie Design
△ Axial side view © Pingjie Design
△ Exterior elevation view © Pingjie Design
△ Indoor elevation view © Pingjie Design
△ Door Head Detail Drawing © Pingjie Design
Project Information
Project Name: Fanshi Jewelry Shangsheng New Store
Designer: Pingjie Design (Suzhou Pingjie Building Technology Co., Ltd.)
Design Development: Shanghai Hengtai Architectural Design Consulting Co., Ltd.
Company Website: paralleliz-design.com
Contact Email: __AI_S_SC0__
Project Design & Completion Year: 2020
Main Designers and Team: Wang Yitong, Yang Nan, Duan Yawen, Huang Di, Xiao Mingfeng
Project Address: Rooms 204-205, Building 6, Shangsheng New Institute, 1262 Yan’an West Road, Changning District, Shanghai
Building Area: 130m²
Photography Credits: Zhu Runzi / Lin Guijia Building
Client: Fanshi Jewelry
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