F fashion stores
Bangkok Thailand, 2013
Concept design for the brand’s chain store. For the design base of F-fashion I chose the diamond element, which is immediately identified with the brand and gives the store a unique and distinctive style. The developing of the concept led me to a fascinating process: at the first step, I explored the basic shape of the diamond as it appears in the logo, and I continued with creating new transformations based on it. Subsequently, the diamond’s wrap appears in several variations and different measures: on the walls, on the displays, and mostly on a free-standing object stands at the center of the store. This element induces a special experience for the clients when it changes its appearance, and while wandering in the space with each step a different and new area is being revealed. Additionally, the interior of the diamond element actualizes “a store within a store”, and thus turns the space to even more interesting and unique.
Illustrations: Oron Milshtein
