Located along Palladium Street in Chengdu’s Jinjiang District, Proper Concept Store designed by Fon Studio develops a compact retail environment shaped by sloping geometries, sandstone surfaces and flexible display systems. Conceived for the multi-brand fashion retailer proper, the 79 sqm project transforms a limited commercial space into a dynamic customer experience focused on visual merchandising, spatial rhythm and product display.
Sloping geometries organise the retail layout and define spatial identity
The concept originates from the idea of introducing a sloping architectural language capable of structuring the entire interior environment. Fon Studio uses inclined volumes and angular transitions to organise circulation, guide visual perception and create continuity between façade and interior.
The geometry of the space responds to the “city boy” aesthetic selected by the client for the clothing collections. Rather than relying on decorative excess, the project builds its identity through proportions, spatial tension and controlled material contrasts. Sloping forms become the visual device that shapes the customer journey and reinforces the recognisability of the store within Chengdu’s evolving retail landscape.
The façade combines sandstone textures and display windows to connect with the urban context
The entrance façade establishes a distinct presence along the commercial street through angular compositions and textured materials. Natural sandstone surfaces soften the architectural intervention and create a dialogue with the layered urban fabric surrounding the store.
Large display windows occupy a significant portion of the façade to support changing fashion themes and product compositions. Vertical juxtaposition between entrance and showcase areas creates visual continuity with the interior layout while reinforcing transparency between retail space and street environment.
Custom display systems maximise product visibility within a compact retail environment
Inside the store, three main walls become the core display areas for the curated fashion selection. Fon Studio develops multiple types of custom display racks to introduce variation and flexibility within the compact floor plan.
The west wall follows the inclination of the overall spatial composition, while white surfaces balance the chromatic intensity of the garments on display. On the opposite side, suspended hanging rods marked by red linear elements introduce visual energy and strengthen the vertical perception of the interior.
The variety of display solutions contributes to a layered visual merchandising strategy capable of adapting to different product categories and retail arrangements without compromising spatial clarity.
Existing furniture and movable elements reinforce flexibility and continuity
A medicine cabinet previously used by the client during the early development of the brand becomes the only preserved historical element inside the store. Integrated into the contemporary interior language, the cabinet introduces a material and emotional connection with the brand’s past identity.
The fitting room appears as a dark blue volume embedded within the retail space and visually connected to the façade composition. Mobile display tables increase flexibility and allow continuous reconfiguration of product presentation according to operational needs and seasonal themes.
Through the balance between fixed geometries and movable elements, the project creates a retail environment that remains adaptable while maintaining a strong spatial identity.
Geometry and visual merchandising shape the customer experience inside Proper Concept Store
Fon Studio approaches the project as a balance between controlled architectural order and informal retail interaction. Functional elements are organised around purchasing behaviour, while geometry becomes a tool to define atmosphere, rhythm and customer perception.
The project demonstrates how compact retail environments can achieve strong visual identity through carefully calibrated spatial interventions, material selection and flexible display systems. The result is a concept store where architecture, fashion retail and customer experience operate as a cohesive spatial narrative.
Location: Qinglianshanglu, Jinjiang District, Chengdu, China
Client: proper
Design Company: Fon Studio
Team: Jin Boan, Li Hongzhen, Luo Shuanghua, Zhang Jingyi
Area: 79 sqm
Photos courtesy: Fon Studio
FON STUDIO
The architecture design office FON STUDIO was established in 2016. The three partners, Jin Bo’an, Li Hongzhen, and Luo Shuanghua, had the same passion and interest in design practice during their studies. After years of practice in each, with awe of design aesthetics, they decided to join forces in many practices such as space, product, and vision. The establishment of the firm allows them to still firmly believe in the interesting energy of open experiments and rational analysis. The Studio is curious about new things and strives to bring each work with its due temperature and texture. It also continues to observe and study the city, the land, and the spiritual field of daily life. Design is always the art of facing and solving problems. All their skills and thoughts eventually penetrate, manifest, and solidify in practice.