THEORY

US-born Theory, a contemporary women's brand, expands globally, with over 20 Chinese stores. For Beijing's WF Central Mall location, we have crafted a "New York City loft" concept, blending essential elegance with comfort. 

The facade draws from NYC icons: apartment window transparency, MTA subway's industrial vibe, black beams, and white surfaces. Dynamic screens display Theory ads, creating a striking mall presence. The 106sqm store divides into two zones: new collection displays at the entrance, and a J-Brand denim corner with a VIP seating area for suits. Interiors feature warm materials, accented by color and tonal harmony. Oak parquet and brass panels evoke femininity, while black/white corian displays and concrete-based metal racks maintain an industrial edge.