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SHOEBOX / Interior design


Discipline: Interior Architecture

Discipline: Interior Architecture

In the last two years, we successfully renewed an existing name brand, DAPHNE, and created a new name brand, SHOEBOX, for our client. In short, DAPHNE aims at high-end consumers of women’s footwear while SHOEBOX looks for common consumers. SHOEBOX, the sister name brand of DAPHNE, is a brand new creation, entirely conceived by our office: our involvement in SHOEBOX began with finding the name and includes the providing of graphic, interior and sales design as well as promotional advertisement consultation services. The first SHOEBOX shop opened in Shanghai in May 2004. Since then, 55 SHOEBOX shops have opened throughout China. Our client aims to open 2,000 SHOEBOX shops during the next two years.
The design concept of SHOEBOX:
The images of various box shapes stimulate customers’ shopping experience. Moreover, the well-planned graphic design creates a strong product image. The combination of interior space design and visual graphics conveys a central concept, transformed into a unique shopping environment.
[Shoe]: “We pour sunshine like energy into every box. The color, orange, represents the characteristics of the brand.”
[Box]: “We can always find belief in opening the box, as a start of deconstruction.”

Client / Manufacturer


Hong Kong, Hong Kong SAR China


J.M.Lin Architect/The Observer Design Group

J.M.Lin Architect/The Observer Design Group
Taipei, Taiwan