Image Credit : Jonathan Leijonhufvud and Ajax Law



Project Overview

Jewelry is often associated with celebrations, which is signified through the theme of giftbox in this design. Overthrowing the cliché image of local traditional jewelry shops, 1070 giftboxes of various colors and materials are installed throughout this experience shop, surrounding customers like piles of gifts.

Project Commissioner

Chow Tai Fook Jewellry Group

Project Creator

One Plus Partnership

Project Brief

With an aim to deliver a rejuvenated shopping experience to customers, a "gift box" themed POS has been grandly opened at YOHO MALL in Yuen Long, Hong Kong.

Project Innovation/Need

Overthrowing the cliché of local traditional jewelry shop’s image of gold and shiny, this experience shop is designed with numerous identical giftboxes of various colors and materials. A total of 1070 giftboxes are installed, extending from the wall, ceiling, cashier, workshop table, to the groups of display stands in the center of the shop. Upon entering the shop, the customers would feel as if they are standing among piles of gifts, indulging in a space of young, joy and fun.

Another highlight of this experience shop is the unconventional layout that creates a close and interactive space between the staff and customers. Unlike the classic one on one consultation across a long glass display table, the display cabinets are set on both sides and in the center, greatly enhancing the mobility and creating a comfortable shopping experience.

The display cabinets are made of glass boxes, in which some are slightly extended out from the two sides along the wall that serve as mini consultation tables. In the center area, various groups of display cabinets are surrounded by colorful sitting cubes in a causal manner, allowing the customers to sit down and take time in choosing their jewelry. The sitting cubes are made with different fabrics, patterns and shades of pink to resemble the magnificent giftwraps.

Digital screens in the shop display graphics are related to the products, establishing a modern and cyber theme while enabling customers to find out more about the products. Splice screens are also installed at the entrance, showing motion graphics that demonstrate the design theme of the store.

The carpet used in the shop is customized in which the abbreviations of the brand’s name, CTF, is abstractly printed on the carpet in different colors. The eye-catching carpet is very uplifting, and matches with the color scheme of the shop. The shop displays tools for jewelry production, sketches and prototypes, which are all specifically chosen by the designers.

These displays not only decorate the shop, but also creates a platform for the staff to explain to customers the production procedures behind every piece of jewelry, enhancing the personal touch in their service to customers. While choosing a gift for themselves or their loved ones, the customers are presented with a gift from Chow Tai Fook – reliable and heartwarming service in a joyous environment.

This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.  

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