通往神圣和璀璨的爱情之路
A JOURNEY TO SACRED LOVE
Beijing, 2020
Interior Design
Saying “YES I DO” holds profound significance for every couple in love. It symbolises unwavering commitment to love, from this moment onwards, promising to cherish and fulfil it for a lifetime.
The naming of the “I DO” jewellery brand is inspired by this wedding vow. Slow Studio was commissioned to oversee the interior design of the I DO store in Beijing’s Wangfujing, setting a standard for the brands other locations to create a noble and romantic space through the brand’s key philosophy of “sacred sparkling”. Drawing from the dimensions of materials and lighting, we extracted the architectural elements from church typography, corresponding to the presentation of a sacred and solemn atmosphere, with a trendy and vibrant vitality.
The facade, framed with shiny stainless steel, firstly evokes visual excitement, reminiscent of the moment of oath-taking. Upon entering the store, the iconic rose pool of I DO occupies the visual centre, and the transition from stone to glass symbolises the process from mutual adaptation to mutual support between lovers.
The store features extensive use of stone and soft lighting, creating a pure and solemn spatial atmosphere inspired by a church. The off-white limestone on the walls is also a common material used in the construction of churches.
Meanwhile, the small light break the monotony of the walls. Inspired by the pointed roofs of European churches and the streaming light, we angled the sedimentary rock inwards, allowing the spreading light to highlight the beauty of the material. Sedimentary rock, formed over long periods, develops layers of overlapping textures, a beauty witnessed by time. Its symbolism resonates with the time and experiences two people must go through before stepping into the ultimate sacred sanctuary.
At the centre of the store’s logo, transparent crystals are used as the backdrop, echoing the concept of brilliance. The 3cm thick crystals, after undergoing melting treatment, form unique vertical textures, further enhanced by backlighting, exuding a sense of luxury and fluidity.
Below the showcases displaying jewellery, the framework of the Eiffel Tower is deconstructed to create simple yet exquisite decorative elements. As one of the essential brand genes in I DO stores, the Eiffel Tower undergoes a transformation to present itself in a new modern way.
Towards the rear of the store sits an alter, its abundant mirrored stainless steel creating the most radiant corner within the space. Neon lights continuously spell out “YES I DO,” heightening the overall ambiance to a crescendo.
Instead of focusing solely on spatial design, we believe that crafting the spacial experience is a more apt way to convey the brand’s narrative, particularly for a brand like I DO, named after wedding vows. Our aim was to establish a sacred and luminous microcosm, where every visitor could resonate in this spatial journey, experiencing the sanctity of love and the preciousness of love ones
Project I DO Beijing Wangfujing
Area 120m2
Architect Slow Studio
Construction Shanghai Yuesen Construction
Lead Designer Vincent GU
Design Team Zhang Yi, Zhu Kaihua
Service Provided Interior Design, Construction Drawings, Construction, Site Inspection
Photographer Philippe Le Berre, An
Client I DO