In the heart of Xiangyang Park, where nature and architecture intertwine, YOUWEI’s inaugural concept store stands as a profound testament to its philosophy: “I am rooted, but I flow.” 

This statement encapsulates the essence of a space that not only honors its surroundings but also invites exploration and evolution.

At the core of the store’s design lies a majestic tree, a living symbol of stability and growth, around which the entire structure is thoughtfully crafted. 

The design team meticulously preserved the relationship between architecture and nature, allowing the building to evolve organically over time. This approach serves as a reflection of YOUWEI’s identity, enabling the brand’s narrative to extend seamlessly throughout the space.

The striking exterior façade, adorned with custom crackled ceramic tiles, draws inspiration from the natural shedding of tree bark. Each tile tells its own story, featuring unique patterns that mimic the creases and contours found in nature, enhanced by ink-filled lines tracing their paths. 

This uniqueness whispers of growth and change, setting the stage for an entrance that invites a dialogue with the tree—its imperfection resonating with the brand’s celebration of individuality. The crackle glazing, which continues to evolve, adds layers of texture that deepen this connection over time.

As visitors step through the arched entrance, they are enveloped in a space that feels both familiar and transformative, reminiscent of stepping into the hollow of a tree. 

The undulating walls, textured like bark, create a tactile environment, while display rails inspired by climbing vines invite exploration. Each wall hook, shaped like burls, offers a harmonious blend of comfort and stability, emphasizing the brand’s philosophy that function and form can coexist beautifully.

The design extends to the courtyard, where nature reigns. Grass grows freely among stone pavements, reflecting a blend of diverse finishing techniques that enhance the organic feel of the environment. 

Transitioning towards the fitting room and multifunctional area, the space softens further, creating a seamless bridge between urban life and natural beauty. Here, a more polished aesthetic emerges, where teak wood and light-toned paving establish a gentle yet deliberate ambiance, while robust cast-iron details add strength and character.

Inside, every material speaks to the passage of time, echoing YOUWEI’s vision of a brand space that flourishes like a tree, branching out and evolving. 

The intention is clear: to create a space that ages alongside the brand and its visitors, cultivating stories rooted in the deep connection with nature. 

Each element, from polished twigs to jagged burls, contributes to an evolving narrative, inviting all who enter to partake in the journey of growth.

In this unique environment, YOUWEI transcends the traditional retail experience, crafting a holistic space where individuality thrives and nature takes center stage. 

With every interaction, the brand and its visitors become part of a living story, intricately woven into the fabric of time and space.

Floor plan. Image © say architects

Previously, say architects designed a public and ceremony hall with "floating and dancing like three curtains" in Guangzhou, China. In addition, reinterpreted a ten decades old building as a new store in Nanyu street of Hangzhou, China. Moreover, the firm completed a new flagship store for Panasonic, a worldwide leader in the development of diverse electronics technologies and solutions.

Project facts

Project name: Xinle Road Concept Store

Architects: say architects 

Compeletion year: 2025

Area: 247m2

Location: 47 Xinle Road, Shanghai

Project Type: Commercial Space 

Partner In Charge: Zhang Yan, Shan Jianan

Team: Fan Yawen(Project Manager), Sun Haoyang, Chen Lin 

Construction Team: Shanghai Zhonggeng Decoration Design Co., Ltd.

Furniture Supply: Maison Wave

Ceramic production: LuosLab

All images © Wen Studio.

> via say architects 

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