Atelier Tao+C designs a monochrome store for JHW
Simplicity reigns in the new JHW multi-brand men’s store. A single colour – grey – was chosen by Atelier Tao+C to cover the entire surface of the store located in the city of Zhengzhou in China, echoing the “Galactic Grey” concept – ON AIR Theme in the SS21 Colour Trend Book.
![Tao+C, JHW](https://promostyl-jp.com/wp-content/uploads/2019/08/jhw-store-interiors-atelier-tao-c-china-zhengzhou_dezeen_2364_col_27-1024x683.jpg)
Grey as a structuring element of the decor
In an innovative concept, JHW stores exclusively group together emerging Chinese designers, such as Feng Chen Wang and Unawares, offering a modern street style. The new 405-square-metre store boasts a minimalist aesthetic using a single colour: grey.
![Tao+C, JHW](https://promostyl-jp.com/wp-content/uploads/2019/08/1-1-1024x757.jpg)
To achieve this result, the studio covered the walls and floors with Shanghai plaster – a finely ground mix of stone, granite and cement. This now relatively unknown material was used widely in the 1920s to construct Art Deco-style buildings in Shanghai.
![Tao+C, JHW](https://promostyl-jp.com/wp-content/uploads/2019/08/jhw-store-interiors-atelier-tao-c-china-zhengzhou_dezeen_2364_col_9-1024x630.jpg)
The colour grey, a structuring element for the space, was used for its neutral appearance that showcases all the richness of the selection of clothes and accessories: “We wanted an almost sterile decor to bring out the pieces on display,” explains the studio.
![Tao+C, JHW](https://promostyl-jp.com/wp-content/uploads/2019/08/jhw-store-interiors-atelier-tao-c-china-zhengzhou_dezeen_2364_col_24-768x1024.jpg)
An industrial aesthetic
To enlarge the space, the designers cut away part of the existing ceiling to form a void, exposing concrete beams like in a warehouse. When it comes to light, Atelier Tao+C installed large stainless steel rods with LED lighting that connect the two floors to accentuate the space’s highly industrial and raw aesthetic.
![Tao+C, JHW](https://promostyl-jp.com/wp-content/uploads/2019/08/jhw-store-interiors-atelier-tao-c-china-zhengzhou_dezeen_2364_col_13-1024x683.jpg)
Last but not least, perforated metal sheets filter sunlight, casting surprising and changing shadows in the store, giving it an intriguing, almost futuristic dimension.
![Tao+C, JHW](https://promostyl-jp.com/wp-content/uploads/2019/08/jhw-store-interiors-atelier-tao-c-china-zhengzhou_dezeen_hero-1-1233x694-1024x576.jpg)