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Vermilion Zhou Design Group Transforms ‘green massage’ into an Alice in Wonderland-Inspired Fantasy Forest

 

‘green massage’ Shanghai Madang Road store – Entering ‘green massage’ Madang Road, is like entering the “Rabbit Hole” in Alice’s Adventures in Wonderland. Inspired by the Mad Hatter’s quote “There is a place. Like no place on Earth. A land full of wonder, mystery…”, your reality shrinks and shifts as you enter this fantasy forest. The process gradually disconnects your tired body from reality.

Architizer chatted with Creative Director Kuang Ming(Ray) Chou and Lighting Design Director Vera Chu at Vermilion Zhou Design Group to learn more about this project.

Architizer: This project won in the 10th Annual A+Awards! What do you believe are the standout components that made your project win?

Kuang Ming(Ray) Chou & Vera Chu: Massage services are very common in China, but the experience space always looks similar. We tried to jump from the typical oriental design and based on the brand thinking, with a new way to give the consumer a different atmosphere to experience massage service in every “green massage” space. In the end, to relax and treat every tired body and soul.

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

What was the greatest design challenge you faced during the project, and how did you navigate it?

“green massage” is a chain brand based in Shanghai that has many experience spaces, some being very close to each other. The client’s demand was to keep the same brand DNA and exploring new customers.

“green massage” Madang Road is located in “THE ROOF”, the architecture was designed by Jean Nouvel, and the architecture attracts many people who visit. But “green massage” is on the second underground floor, we have to stand out to attract consumers. That’s why we create the “rabbit hole” entrance. “Curiosity”, and “exploratory” to the new consumers, also a freshness to members.

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

What drove the selection of materials used in the project?

“green massage” is on the second underground floor so the humidity is a problem, and also fire prevention is what we are concerned about. And we still want guests to feel relaxed in the whole environment, so the material must be the sense of soft, even visual.

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

What is your favorite detail in the project and why?

The rippling shape of the ceiling in the reception area, which seems the story’s preface, leads people to enter the story.

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

In what ways did you collaborate with others, and were there any team members or skills that were essential in bringing this Award winning project to life?

We intend to create a fantasy space based on our concept, so we choose “Nan Paper Art” as our collaborator. The paper material gives a soft sense that can fit our design and also can be malleable to make a huge size floral garden.

And this is the first time that their creations added lighting design, for them that’s a new inspiration, and for us is a great experience to enrich the whole design.

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

Were any parts of the project dramatically altered from conception to construction, and if so, why?

Even though not everything is so satisfactory from conception to construction, embracing change and figuring out the solution is the designer’s mission. Finally, we are so lucky to have good results.

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

How have your clients responded to the finished project?

In the beginning, the client has their concern, but eventually, they trust our profession. The result shows the consumers, the actual space users had very good feedback and increased the business.

What key lesson did you learn in the process of conceiving the project?

We have to believe what we do, dig into who is the actual user in every space then provide their actual need.

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

How do you believe this project represents you or your firm as a whole?

The design concept is the matter, every design is a new breakthrough, to observe, find out the key problem then solve them. The lighting design in this project was involved in the very early design phase, and it become the key design tone.

© Vermilion Zhou Design Group

© Vermilion Zhou Design Group

Team Members

Creative Director|Kuang Ming(Ray) Chou, Interior Design|Garvin Hung, Yue Hu, Reykia Feng, Chang Song Li, Yu Xuan Li, Ming Rui Gao, Lighting Design|Vera Chu, Chia Huang Liao, FF&E Design|Wan Lu Yang, Video|Ming Shi, Ting Ho, Photographer|Yunpu Cai,

Consultants

Nan Paper Art

For more on ‘green massage’ Shanghai Madang Road store, please visit the in-depth project page on Architizer.

‘green massage’ Shanghai Madang Road store Gallery

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