Interpreting Brand Identity
WGNB approached the spatial design of the SVRN store in Chicago by delving into the brand’s identity and narrative, drawing inspiration from an eastern perspective. Unlike the western focus on the object itself, the eastern perspective emphasizes the relationship between objects and their surroundings.
Spatial Layout and Customer Experience
The layout of the store is meticulously crafted to accommodate the flow of customers and create visual tension as they navigate the space. The circulation of customers generates a unique energy within the store, accentuated by the constantly shifting perspective of the surroundings. These dynamic elements contribute to the spatial “white-space” of the store, reflecting SVRN’s distinct character.
Divided Space and Materiality
The store is divided into two sections, each serving a distinct purpose. The main sales floor features monolithic fixtures that guide customers through the space, while the backroom utilizes brushed stainless steel and micro-cement plaster paints to create a contrasting aesthetic. The choice of materials reflects SVRN’s brand identity and narratives, adding depth and texture to the overall design.
Exhibition of Eastern Philosophy
WGNB envisions the SVRN store as more than just a retail space—it is an exhibition of eastern philosophy. By embracing this perspective, SVRN transcends traditional notions of fashion and trends, offering collections that embody philosophies, narratives, art, and design movements. Each garment becomes a symbol of the interconnectedness between culture, history, and creativity.
Conclusion: Beyond Fashion and Trends
SVRN Store Chicago, designed by WGNB, serves as a testament to the power of spatial design in conveying brand identity and narrative. By embracing the eastern perspective, the store transcends its role as a mere retail space, becoming a platform for cultural exploration and creative expression. Through thoughtful layout, materiality, and philosophy, SVRN invites customers to immerse themselves in a world where fashion is more than just clothing—it is a reflection of the human experience.
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