The first physical store for Clef, a new beauty brand built around a refined and sensory aesthetic, has been designed by Spacemen Studio as an immersive environment where space, material and brand identity converge. The project, titled Ethereal Cave, translates the brand’s signature product — a fabric face mask — into a fluid and monochromatic spatial language.
A soft and enveloping spatial concept
The design is defined by three-dimensional curved surfaces made of layered soft white fabric, which wrap the space and shape its identity. Walls and ceiling merge into a continuous structure, creating a monochromatic and cocoon-like environment, where the rhythm of the forms recalls the silk fibres used in Clef products.
The overall effect is a controlled and immersive atmosphere, where materiality plays a key role in shaping perception rather than acting as a decorative element. The project focuses on visual continuity and reduces unnecessary elements, allowing volumes, light and textures to define the retail experience.
Neutral palette and material coherence
The entire concept is based on a minimal and consistent design language, aligned with the brand identity. A neutral palette, defined by soft white curtains and light terrazzo flooring, creates a controlled background that enhances product visibility without visual interference.
The relationship between minimal design and material fluidity allows a compact space to become highly recognisable, where each element contributes to reinforcing the brand perception.
Retail beauty as spatial identity
With Ethereal Cave, Spacemen Studio develops a three-dimensional interpretation of Clef’s identity, integrating architecture, interior design and branding into a unified system. The store becomes an environment where customers engage not only with products, but with their spatial and material narrative.
The result is a compact yet distinctive retail space, where the experience is built on coherence between product, atmosphere and architectural language. More than a point of sale, the project represents an example of immersive beauty retail design.
Client Clef Skincare
Location Kuala Lumpur, Malaysia
Area 60 sqm
Design Spacemen Studio
Lead Architect Edward Tan
Team Edward Chan, Raymond Tang, Phyllis Zhang
Photo credit David Yeow Photography