It has been 5 years since the first cooperation between DOMANI and ROARINGWILD in 2017. From the project "No More Silence" in Shenzhen Uniwalk, which first established the brand's offline space tone, to "The Other Side of the Beast" in Upperhills, this young and pioneering Chinese trendy brand used space as a carrier to make its strongest voice, intending to present the true inner self and convey a fearless, dream-chasing attitude. From Shenzhen to Shanghai, the design theme of "Magic Box" fitted the magic city, expanded the attention boundary beyond itself, and began to think more about the interaction and connection between the brand and the urban culture, bring social value to the retail space, and revealing the possibility of various store images.

At the end of 2021, RW returned to its Shenzhen base and opened a new store in MixC Qianhai shopping complex. The impactful, representative, and memorable red color and the "cube" reappeared as familiar visual elements, but there was a difference, that it has contained the imprint of growth and persistence, with more abundant of emotions.

Between the similarity and difference, change and constancy, we see a brand’s spirit and strength that belongs to this era and this generation of young people.

The red cube stood still in the center of the space, with one side parallel to the street-facing glass curtain wall of the shopping mall, and the other side facing the secondary entrance of the store from a side view angle. It was like an installation that presented in the pure gray tone space, giving a strong visual impact.

The deconstruction and cutting method of basic geometric forms revealed a sense of contemporary art, while the hanging partition walls and hidden lightings made it more prominent in the space. At the same time, different forms of displaying hangers and cabinets were designed to form the structure of the cube, so that customers could freely enter and exit the cube and got a rich and rhythmic experience. 

The cashier and part of the storage functions were embedded on the inner side to meet the functional needs for the store of a small space. The semi-open counter eliminated the sense of distance between the staffs and the customers. Together with the brand’s identity that emphasizes coolness and edgy, it conveyed an atmosphere of familiarity, understanding, friendly and sincerity, which connected the brand and its fans in a deeper way.

On the surface of the cube, slender EVA foam panels of various length were arranged in sequence to form a linear texture, its rational straight lining contrasts with the gentle soft touch, while the texture itself also contrasted with the smooth surface inside. The cascading texture was enhanced by the light and shadow, which enriched the red color with multiple layers of different brightness and transparency, providing a sense of dramatic narrative.

Red color gave passion, and the cracks also revealed restlessness and the unwillingness to restrain, yet under the wrapping of the overall gray space, it also presented restrained and calm, like a quiet statement. The perseverance and vigor in the brand’s spirit lay in the consistent color contrast tone had not changed, while a mature attitude was added due to the accumulation of time, experience and emotions.

The red in the space was like a beating heart, the core, and the driving force. It was an attraction, around which formed the moving circulation. At the same time, the basic walls were also set around the field, and the geometrically cut island displaying was low-key but still exquisite.

Through the glass curtain wall of the shopping mall, the dazzling red color will touch every passer-by while integrating into the neighborhood and the city, with a tone of the familiar sincerity. Returning to where it started, the brand is still an trendy opinion leader, and an old friend with more tacit connection. As ROARINGWILD said, the storefront is a spot that will extend the connection between familiar people, things and stories. The future is promising.