IDENTITI is a 9-year-old imprint design brand that focuses on "vintage literature and classical lifestyle sharing".

The brand commissioned Hilat team to design the space for its first offline experience store, IDENTITI Vintage Print Shop. The store focuses on fire lacquer and private printing, and shares the fantasy museum aesthetics and classical lifestyle in the world of literature.

It was a challenge to organize all the functional requirements in a very limited space of 40 square meters and to stand out from the rest of the stores. The brand itself is niche enough, but how to make it more natural for the public to accept it? We thought about many possibilities until we defined the project as a movie set construction and got a breakthrough.

The team's initial design direction was to build the space through a "sense of image". We defined the store as "a corner of a mid-century grocery library", hoping to give customers a magical experience of stepping into the store and traveling back in time.

The designed space has two levels. The first floor is the main retail space. We have combined the counter and island functions to allow customers to visualize the products while having more direct communication with the store staff. On the first floor, you can browse through the rich collection and merchandise or enjoy afternoon tea. The museum wall that runs through the first and second floors is the most concrete and quantitative area of the whole space. In the limited space, we combined the whole display cabinet with the revolving staircase. We ensure the visual unity of the space as a whole while connecting the upper and lower levels to further enhance the sense of ritual in the space. With the compact revolving staircase, we circled up to the second floor, which is the office area of the main manager. At the same time, it also serves as a "delivery center" for customers.

A large number of display areas have been designed in the space, offering the possibility of housing a large collection of antiques and taxidermy for subsequent use. The entire space is compact and interesting, with artwork or merchandise precisely placed everywhere you look, giving a sense of variety.

Space is a service to function, and in this project we have continued to implement this idea, allowing the space to integrate with the product, resulting in a dramatic tension.