DEMANDS
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In Sun Yat-sen’s "People's Livelihood Doctrine", he put forward the basic life needs of "clothing, food, housing and transportation", and ranked "clothing" in the first place. The ideal of Chinese people that dressing is to resist the cold, and a way to know propriety, righteousness, probity and shame is so visible. YIMENZI , a native and young Chinese women's clothing label, is committed to providing the ideal lifestyle and stylized dress for contemporary Chinese women, and offering diversified and professional choices with quality and price ratio.

YIMENZI, founded in Shenzhen in 2015, is a professional women's clothing manufacturer focused on the beauty of women's unique personality and temperament. YIMENZI Brand Experience Store at Huizhou East Lake Fifth Street, back by Huamao Center in Huizhou Jiangbei area CBD, covers  an area of 60 ㎡. In the era of information and big data, it’s a new attempt of YIMENZI to integrate offline and online business to establish its independent brand, from research, development, design, production to market. This Store and YIMENZI Huamao Center Flagship Store will transmit the concept of YIMENZI, establish the first impression with personality tone on this brand and update and upgrade its business model.

When enterprises or business customers in lifestyle field have high requirements for quality, innovation and aesthetics facing transition, operators will expect to turn mortar stores into brand experience stores or flagship stores to build or rebuild the brand style tone, emotional personality and customer experience. Naturally, LICO Design which advocating the core brand concept of “high quality, ideal ” becomes their first invited design partner. LICO's design team gladly accepted the invitation of YIMENZI to design its two stores.

Design of ideal life
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50%DESIGN: Window is space, and space is window.  YIMENZI Brand Experience Store (East Lake Fifth Street Store) owns a square space, good air circulation and sufficient light, but covers a relative small area. It’s close to the soon-to-be completed YIMENZI Huamao Flagship Store. Based on the design concept of "50%DESIGN",LICO team put forward the concept of "inward expansion of semi-open window-styled space". In LICO’s design strategy, window is space and space is window. They take the management attributes of women’s wear products into consideration and design around the concept of “attracting, leading and authentic self”. Of course, this Store is different from the design strategy of Huamao Flagship Store.

Inward Expansion of Semi-open Window-styled Space
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YIMENZI Brand Experience Store is a space that can be used as offline semi-open window-styled store and online live room. So, by making use of the arc wall and steps, the designers of LICO divide the space into five functional areas horizontally: entrance area for model and device display, product display area, live room area, fitting room area and washroom area. Vertically, a storage space is created and the steps is also a best decoration for customers to take photos in YIMENZI’s dress. It’s a multifunctional semi-open window-styled space that can be used as a space for daily operations and a night live room.

Light is a symbol of awakening
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For women's wardrobes,there is always a lack of a dress. The infinite pursuit of beauty is a woman's nature.Just as the lyrics of Anthem that Leonard Cohen wrote in 1992 describes,“Imperfections don’t matter.There is a crack in everything,that’s how the light gets in.”Every experience of choosing clothes is a pleasant" highlight moment "in women's ordinary daily life. It is also an inward exploration and development of women's" self ". It is the expression of self-blooming and a positive attitude towards life, and the awakening of deep inner self.

Light is attracting, leading and authentic self.
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Light is the attraction of the free growth of all things in life, the guidance of the forward footsteps of ideal life , and the arrival of the three-dimensional and multi-faceted freedom. With light, life naturally shows a various of appearances. With light, diverse and rich textures and characteristics grow in all things in the nature. With light,  all things in the nature opens up the possibility of imagination and creation. For people, clothing is just like the light in daily life. With light, every one shows its personal and diverse difference. We attract and connect each other due to that difference. Meanwhile, we establish relationship by attracting the light  and adopting the dust in the nature.