Steve Leung Design Group (SLD), the internationally renowned and award-winning architecture and interior design company, takes centre stage at the opening of Qeelin’s highly anticipated flagship store in Tokyo’s prestigious Ginza district. Proudly presented by SLD, the Qeelin Flagship Store showcases an extraordinary fusion of architectural brilliance and captivating interior design, seamlessly blending oriental cultural heritage with modern aesthetics. The space truly embodies the essence of the brand, positioning the flagship store as a true testament to Qeelin’s brand identity, with SLD’s expertise and vision at the helm.
The Epitome of Elegance
Steve Leung, Founder of SLD, together with the design team led by Mai Chongchaiyo, Director of Design of Steve Leung Designers, crafted the design of Qeelin’s flagship store in Ginza which celebrates the fusion of oriental heritage and contemporary design. The overall aesthetics resonate with Qeelin’s aspiration of capturing the spirit of Asian culture and reinterpreting it in a modern and sophisticated way. Oriental symbols are merged with contemporary designs to create unique and distinctive jewellery pieces renowned for their exquisite craftsmanship and attention to detail. The design pays homage to Oriental’s rich symbolism through a sophisticated space that combines modernity with classic Chinese elements such as ink landscapes and bamboo.
“Our partnership with Qeelin has been longstanding, growing alongside the brand. We are thrilled to collaborate again, creating something truly exceptional in a new location, and engaged in both the architecture and interior design of a Qeelin flagship store. Situated at a highly desirable intersection in Ginza, with a visually appealing façade, we ensured it stands out and captivates passersby. Inside, the interior design embraces the vibrant atmosphere of Tokyo’s Ginza district, setting this Qeelin store apart from any other in the world.” Steve Leung shares.
A Visual Symphony of Chinese Culture
The design of the 5-storey Qeelin Flagship Store beautifully conveys the cultural significance of Qeelin’s exquisite pieces, showcasing the beauty of Chinese traditions woven over thousands of years and carried across generations. In line with Qeelin’s celebration of Asian traditions, the store incorporates a colour palette inspired by Chinese culture. Vibrant reds, symbolizing luck and prosperity, are used alongside gold, historically associated with wealth, status, and luxury. These concisely chosen colours signify auspiciousness and fortune, creating an environment that exudes a delicate blend of Oriental touches while respecting Qeelin’s international reach and global outlook.
With an enchanting allure, the journey of the Qeelin Flagship Store unfolds, emanating brilliance from its façade, expertly crafted by the innovative prowess of SLD in collaboration with Studio PDP, featuring a striking-coloured glass gradient from black to red. Enhanced by the contribution of internationally acclaimed lighting designer Tino Kwan, the bold colour palette harmoniously reflects Qeelin’s brand identity, while commanding attention in the vibrant Ginza district in Tokyo. Prominently displayed on the façade are Qeelin’s iconic logo and the Wulu silhouette, symbolizing abundance, good fortune, and protection. The façade makes a visual statement, capturing the attention and curiosity of passersby, and setting the stage for the remarkable experience awaiting inside.
An Exquisite Blend of Tradition and Modernity
As visitors step inside the Qeelin Flagship Store, they are immediately enveloped in a meticulously designed world. The ground floor of the Qeelin Flagship Store ingeniously draws inspiration from contemporary Chinese courtyards, intertwining intricate timber screens with black mirrors to craft an ambience that exudes both elegance and warmth. Serving as an arrival area and general sales space, this thoughtfully designed element effortlessly transports visitors to a realm where the timeless essence of tradition harmoniously coexists with the cutting-edge allure of modernity. The space also features a unique floating cantilever display, reminiscent of a bamboo forest, showcasing Qeelin’s exquisite jewellery pieces in a visually enthralling manner. Chinese ink mountain landscape paintings and gold-coloured carpets referencing traditional Chinese ShanShui further accentuate the cultural significance of the space.
Immersing in the Transcendent Area to Enchant Extraordinary Experiences
On the first floor, a captivating continuation of the journey awaits. The space unfolds with reflective mirrors and rippling glass walls, evoking the graceful flow of water and creating an ethereal atmosphere that enhances the display of Qeelin’s fine jewellery. Geometrical bespoke cabinets, seemingly suspended in mid-air, serve as showcases for the meticulous craftsmanship of Qeelin’s masterpieces, seamlessly integrating with the overarching design elements. Designer’s ingenuity shines through as playful surprises including the extendable revolving display counter which is reminiscent of the versatility found in a Swiss army knife, magic mirrors and subtle Wulu-inspired design, all of which harmoniously blend into the space, delighting visitors and infusing an enchanting aura into the brand experience.
Housing an exclusive VIP lounge, the second floor provides discerning guests with a serene and luxurious experience. Drawing inspiration from the tranquillity of a bamboo courtyard, the VIP lounge features bamboo curtains and tinted mirrors that create an intimate and soothing ambience, offering a remarkable oasis of calm within the bustling city.
“We took great pleasure in curating a memorable journey for the guests at the Qeelin Flagship Store. With meticulous attention to detail, we carefully designed the layout to optimize space and promote Qeelin’s brand effectively. Our vision extended beyond a typical jewellery store – we aimed to create an immersive experience that seamlessly connects visitors with Qeelin, leaving a lasting impression.” Mai Chongchaiyo adds.
The Qeelin Flagship Store in Ginza, Tokyo, stands as an exceptional testament to the remarkable collaboration between Qeelin and SLD. Drawing upon SLD’s visionary design philosophy and unwavering commitment to intricacy, the flagship store has evolved into a captivating embodiment of Qeelin’s distinctive brand identity. This collaboration celebrates the fusion of oriental cultural heritage and contemporary design, offering visitors an immersive and unforgettable experience.
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