MUSE Silver

China

2022

DR True-love Store, Mixc World, Shenzhen (Diamond Chapel Con

Entrant Company

DR Corporation Limited

Category

Experiential & Immersive

Client's Name

DR Corporation Limited

Sub-Category

Retail

As an upscale engagement ring brand, Darry Ring is dedicated to the mission of supporting and testifying to true love that lasts a lifetime. When founded, the brand set a romantic rule that unified across the globe: a man can only have one ring customized in his lifetime, meaning true love lasts forever. This Diamond Chapel Concept Store is located in Mixc World, Shenzhen, a shopping plaza built for GEN-Z, and taking trends and arts as the labels that leave impression. These characteristics coincides with DR’s idea of building an innovative experimental experience store that seperates itself from other traditional jewelry brands. Taking the concept of a chapel as the main design element, DR True-love Store, Mixc World, witness the true love that lasts forever with sanctity and solemnity. Interspersed in the wall, the transparent diamond art installations break the stereotype of chapels being dull. The brilliance of the diamond installations symbolizes the best moments in DR customers’ life of true love. When they immerse in DR’s true love experience by signing their names on the True Love Agreement, a“holy light” of the chapel pours down, implicating the beginning of a shinier and happier life led by DR. This is DR’s attempt of breaking dimensions. On one hand, by taking a chapel as the main visual element in this store, DR’s view on true love is conveyed: people should either not start loving a person or love that person for a lifetime, and they should choose their love carefully in marriage and firmly believe that he/she is the one. On the other hand, with the trendy diamond installations, DR is establishing effective communication with GEN-Z consumers through innovative spatial language and visual system.

Credits

Brand Planner
Jingyi Li
Brand Planner
Fanrong Yi
Lead Brand Planner
Yingjie Li
Lead Engineer
Guang Luo
Designer
Yumei He
Designer
Zuyang Wang
Lead Designer
Yuwei Deng
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