The popular Italian fashion and footwear brand ASH invited Spanish design master Francesc Rife to design a new concept for its global stores. While this new design language seeks to recall the forms proposed by contemporary urban architecture, the two stores that debuted in Shanghai have become one of the most surprising elements of Asia's building system: traditional bamboo scaffolding.

The new concept store is located in one of China's most important commercial Spaces, Changning Raffles Square in the heart of Shanghai's Zhongshan business district. The design of both stores is marked by lightweight structures that transform space freely, allowing shoes to be displayed freely and opening up a new way of displaying clothes.

The entire frame is made of brass columns, a material that evokes a sense of luxury and gives it a very calm atmosphere. These tubular structures intersect and form a 90-degree Angle between them, resulting in a very clean and unique grip, like 
The golden partial roof is a symbol of ASH's personality. Its special lies in the integration of multiple light sources according to the spatial needs of the layout projection; The other orifice can adjust the lamp position according to the goods of the exhibition frame, and at the same time, the main shelf structure can be fixed. The lighting in this area is made up of very small point light sources equipped with optics to fully illuminate the product and create the sensation of a starry sky.

The main material of another new concept is undoubtedly concrete, projected on the vertical walls, floor and ceiling, responsible for collecting every element. The brass elements extend to the walls, and the plain cement finish expresses the image of the urban construction. Working in harmony with the dynamic and challenging installations, the display cases in both stores extend to a dialogue with brass initiated inside and out, and a clear reading of the backlit ASH logo.