Aimé Pâtisserie, a new brand entering the Shanghai market, has positioned its flagship store in an elevated retail strip on Huai Hai Road. The chosen site is flanked by familiar coffee and donut franchises, and fronted by a city bus-stop. Across the street is the recently opened shopping mall flaunting an array of luxury brands. The design challenge of the store is to stand out from its immediate chaos and appeal to the clientele from the close-by gentrified neighborhood. Our strategy is to dress this newcomer up as a white present. The unwrapping experience of the Aimé gift box is translated into the physical store. The idea of layering appears when we lift one semicircular translucent paper after another to discover the colourful macarons within. This opening sequence gives form to the overhead storefront design, while the window display made of four translucent layers attracts passers-by to explore inside the store.
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