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SND Concept Store

The SND Concept Store, designed by 3GATTI and located in Chongqing, China. Located at the Chongqing World Financial Center, the Store is a clothing boutique quite unlike any other. The store’s façade, bright and inviting, offers a mere glimpse into the remarkable sculptural attraction that waits within.

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© Shen Qiang

“This kind of curve was quite instinctive when I started to sketch it,” Francesco Gatti of 3Gatti says. He adds that he imagined pulling down on a particularly elastic flying carpet. The result is dynamic.

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© Shen Qiang

Features 10,000 hovering elements resulting in a dreamlike, undulating landscape. Using a software that simulates the physics of real materials, the designers imagined an elastic ceiling that was pulled down by the weight of the various objects sold in the store.

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© Shen Qiang

The material used to sculpt the suspended ceiling was determined by fire regulations: a very thin white translucent fiberglass. Although this was chosen for its fire resistance rather than its visual impact, it enhances the design with its reflective quality.

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© Shen Qiang


When 3GATTI started this retail project there was a simple and appealing idea of hanging everything from the ceiling – thus moving out of the way the furniture and items to be sold so that all the floor space could be free for customers to circulate.

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© Shen Qiang

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© Shen Qiang

“So using a software that simulates the physics of real materials, we imagined an elastic ceiling that was pulled down by the weight of these various objects. The next step was to think about the technical equipment necessary for the store such as lighting, speakers, sprinklers, cameras, AC and ventilation so it was natural to think of this ceiling as a permeable surface. This was the origin of the ethereal white ceiling; an ephemeral support for ephemeral objects.”

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© Shen Qiang

3GATTI provided the factory with a file of more than 10,000 different shapes of stripes to hang on the ceiling and thank goodness each piece was not hand crafted by the Chinese workers but was precision cut by machines in a super short time. They used a very thin white translucent fiberglass material because of its fire resistance and the good way it reacted to light reflection thus creating a ceiling landscape that would be a spectacular source of light, beauty and emptiness; perfect for every fashion victim.

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© Shen Qiang

Although the store was not very big the extension of the ceiling landscape is apparently endless thanks to mirror walls that disorient the visitors walking around these ethereal ceiling cavities.

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© Shen Qiang

This heavenly ceiling is the protagonist of the space; 3GATTI chose recycled timber as a dark background for the floor and walls to make the ceiling emerge from the general environment. They designed simple cubical volumes covered with soft grey felt as the only furniture which the shop could use as sofas, cash desk and product displayers.

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© Shen Qiang

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© Shen Qiang

The store façade is left transparent simply showing the striped section of the ceiling volume thus creating a sculptural attraction for the visitors to the Chongqing World Financial Center.

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© Shen Qiang

Project Data:

Project name: SND Concept Store
Location: Chongqing World Financial Center, Chongqing, China
Coordinates: 29.559152, 106.577784
Type: Store / Shop / Showroom / Retail
Materials: white translucent fiberglass sheets, recycled timber, grey felt, mirror glass, steel structure.
Total floor area: 180 sqm
Design period: May-June 2014
Construction period: July-August 2014
Status: Built
Completion Year: 2014

The people:

Client / Owner / Developer: Chongqing Xingjun Trade Pty Ltd.

Interior designer:

  • 3GATTI – Floor 1, Building 5, 228 AnFu Rd, 200031 Shanghai, China

Project Team:

  • Chief architect: Francesco Gatti
  • Project manager: Valentina Brunetti
  • Collaborators: Carole Chan Liat, Cianan Alexander Crowley, YingLing Kong, Bogdan Chipara, Jovan Kocic, Pao Yee Lim

Contractor : Zhao YiLong

Text Description: © Courtesy of 3GATTI
Images: © 3GATTI, Shen Qiang


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