Origin

As a local high-end beauty brand in Chongqing, elene Reached its glorious 24 years in business. There are even some young people say,This is the skincare brand that served my mum for half her life. Because of this deep-rooted perception, elene has always been labelled as an "old brand" and a "skincare shop for mums" in most people's minds. As a result, the attraction for young consumers is not strong enough. So, against this background, the second generation of the brand's managers began to think about the brand's reinvention and heritage. During this period, preparations began for the 24th anniversary flagship shop project.

Creativity

Upgrading a brand's image is not just a visual facelift, but an optimised upgrade that respects the brand's foundation and audience. Therefore, the essence of the space we create is the result of service offerings and user habits.

The direction of visual creativity comes from the most important element in skin care, water, and the blue colour, which represents health and technology.The main use of minimalist, soft and modern architectural composition form, constructed a soft visual symbol that belongs to elene.

Space

Because of the great advantage of floor height in the original building, we transformed it into a separate two-storey space by means of a legal renovation. A rotating staircase, centred in the architectural space, connects the functions of reception services, consultation, ingredients, storage, lounging, and spa rooms.At the same time, the aesthetics of the space are interconnected with the functional areas, thus satisfying the visual and functional experience of the customer.

Compared to to the richness of the public space, the SPA rooms are treated in a more simple, gentle and serene way.In this way,it is closely related to the actual consumer experience of customers in the context of the industry.Of course, the more minimalist design is also friendlier and more convenient for employees' daily maintenance, cleaning and replacement.

Textures 

The large areas of flesh-coloured skin paint are more like the skin of the building. It is clean, neat, and coherent. The delicate, smooth touch also appeals more to the consumer's state of mind when they visit the shop.

The blue element, as the mood and atmosphere of the space, will also be interspersed in the space in different forms.According to different effect.It can be gradient blue paint, translucent blue glass, or light translucent blue light.

The introduction of sunlight is the finishing touch, and it has been given a new effect by us.The texture of the space, when illuminated by natural light, takes on different spatial textures at different times of the day and in different weather, thus creating different atmospheric moods in the space.And such an experience is undoubtedly the most surprising and joyful. The concept of nature and health, we through the atmosphere of the space to create, subconsciously rooted in the hearts of consumers.