Recognizing and embracing one’s own beauty while appreciating the true and diverse beauty of others is essential. Encouraging one another, freely offering compliments, and sharing strength within the female community fosters empowerment.
NEIWAI is a lifestyle brand specializing in comfortable underwear, homewear, and sportswear. It primarily targets women who value comfort, quality, design, and self-expression. STUDIOLITE (SLT) was commissioned to create the brand’s new flagship store image. By integrating the dynamic curves and lines of the female form into the spatial design, the store embodies NEIWAI’s mission to celebrate diverse beauty inside and out. The result is an innovative offline retail space centered on women’s self-expression and emotional connection.
△ Store exterior © Wu Jianquan
Located in Shanghai’s Jing’an Kerry Center, the store occupies an L-shaped space spanning over 200 square meters. The expansive display area wraps around structural columns, seamlessly blending the store with the shopping mall’s public space. This open layout invites a natural flow from the mall into the store.
△ Store exterior © Wu Jianquan
A gently curved, low wall near the entrance organizes circulation and defines separate functional zones. Behind the rising wall lies the private lingerie and fitting room area, while the central section showcases homewear and ready-to-wear collections. This layout reflects the brand’s progressive hierarchy from intimate to outerwear.
△ Entrance area © Wu Jianquan
△ Low wall details © Wu Jianquan
The design employs bold color transitions to celebrate the diversity of women’s skin tones. Since underwear is intimate, soft and light colors were selected to create a comfortable and inviting atmosphere.
△ Underwear section © Wu Jianquan
The ready-to-wear section features neutral tones that highlight the elegance and charm of everyday life, while the sportswear area uses warm hues to evoke energy and vitality.
△ Ready-to-wear section © Wu Jianquan
△ Sportswear section © Wu Jianquan
For the fitting rooms, double-layer curtains were chosen to enhance privacy and provide a cozy, secure fitting experience for customers.
△ Fitting room © Wu Jianquan
The Essential self-service shopping area features a modular design tailored to the product packaging sizes, optimizing retail efficiency and display density.
△ Essential self-service shopping area © Wu Jianquan
△ Cashier area © Wu Jianquan
The spatial design embraces the concept of “deconstruction,” inspired by the contours of the human body. This approach introduces dynamic curves to static structures, creating subtle aesthetic contrasts that enhance spatial memories and add depth to the environment.
△ Spatial details © Wu Jianquan
Lighting design incorporates film lights, linear lights, and spotlights as point, line, and surface sources. These are controlled via a programming system to create retail spaces with varied colors and dynamic atmospheres.
△ Lighting details © Wu Jianquan
Technical Drawings
△ Floor plan © STUDIOLITE (SLT)
△ Side elevation © STUDIOLITE (SLT)
Project Information
Project Name: NEIWAI Internal and External
Designer: Studiolite (SLT) Design Consulting Co., Ltd
Company Website: Studiolite.design
Contact Email: contact@studiolite.design
Completion Year: 2021
Lead Designer: Early Morning
Design Team: Cui Yue, Yu Yangyang, Zhu Yuxuan, Liu Jingbo, Lin Dan, Cai Yaqian, Li Yueying, Zhang Liangyu, Niu Chenyu
Project Location: 1563 Nanjing West Road, Jing’an District, Shanghai
Total Area: 216m²
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