“NEIWAI” is a company from China focusing on comfortable underwear design. This interior project locates at Kerry Center in Shanghai. “Neiwai”, as it presents in Chinese, has a meaning of “beauty generates from inside to outside”. While thinking in an architectural way, it awakes people’s reconsideration about a certain space, materials, and boundaries.

“NEIWAI” is pursuing a neutral attitude toward daily life, identifying themselves as a “purified”, “peace”, and even “serene” design team, working to make life more comfortable. The architectural elements here in our design which set up as a pantomime is brought into stage:

The height difference through the entrance and the brand creates a large frame, providing a perspective of a theatre from outside to inside. The frame naturally brings you into a Hitchcockian experience, you are in the scene from both sides, and the double-sided frame sets you as a participant on the stage, not just an observer. As the space shifts, the arch from Piranesi’s Roman remains leads you into another area, the void boundary and the solid walls draws a clear outline of a sculptural and abstract replica of the commercial space, architecturally expressing NEIWAI’s philosophy in life and ideas in design.

The shelves are designed to be long and narrow, which stand as a metaphor for the beauty of women’s figure. The thin elements of the shelves also create an elegant feeling and improve the spatial experience.

During the design, the limits coming from the structural columns and the vertical pipes lead to some inevitable idea shifts, but at the same time it creates unexpected remapping of the arrangement and emotional change of the “NEIWAI” experience.

The fixture and fittings in the store also show our simple and geometric design language in this project. The design provides multiple perspectives from different spots in the space. As the walls facing different directions, space is identified with various properties. Engaging with the corners intersected by the walls, our design attempts to create a peaceful feeling in an authentic manner.

业主“NEIWAI”是一家来自中国本土、专注于舒适型内衣的企业，此项目是其在上海长宁来福士的线下门店。“NEIWAI”一词品牌寓意是“美应该由内而外”，而在建筑范畴内，它很容易激发人对空间、剖面、围护这样词汇的再认知。

如“NEIWAI”所追求的克制的中性状态，一部默剧在商业体内悄然上演：

入口处的地面高差与店招共同塑造了一个外向的、类似剧场的剖面。走进这个希区柯克式的舞台，发现自己身处看与被看的经典情节中。Piranesi所描绘的罗马废墟中残存的拱门，则会将你引向另一个空间。边界与隔墙共同构成了内外分明的雕塑感空间，用建筑的方式诠释“NEIWAI”的品牌含义。货架被设计为纤细狭长对女性肢体美感的暗喻。一切由于场所中的结构柱和垂直管道所带来的限制，引发了意想不到的剧情和空间变化。