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
Selected by PROMOSTYL
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
Selected by PROMOSTYL

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
Selected by PROMOSTYL

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
Selected by PROMOSTYL
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
Selected by PROMOSTYL

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
Selected by PROMOSTYL