Boneless Concept Store

Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision

Boneless Concept Store

Supercloud Studio

INTERIOR DESIGN
Xunjun Xu, Li Shao, Ruilong Wang

CONSTRUCTION
Guangzhou Baotian Decoration Engineering Co., Ltd.

ARCHITECTS
Supercloud Studio

VISUALIZATION RENDERING
Li Shao

LIGHTING DESIGN
Pang Lei, Jiahao Zheng

CLIENT
Boneless

PHOTOGRAPHS
Guangzhou Elephant Vision

AREA
102 m²

YEAR
2023

LOCATION
Guang Zhou, China

CATEGORY
Commercial Architecture, Interior Design

HELLO, DONGSHANKOU

BONELESS, also known as BLS, was established in 2018 in Guangzhou by a group of independent designers, with a focus on the street culture.

Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision

Apart from the literal meaning, BONELESS also refers to a skateboard trick where you grab the middle of the board with your hand, plant one foot on the ground to pop the board up, and then land back on the ground with both feet on the board.

This trick, representing the attitude of free will, is interspersed in the brand value and its design.

Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision

After opening a concept store in Shanghai's TX Huaihai at the beginning of 2022, BONELESS and the SuperCloud Studio have once again collaborated to create a new exclusive conceptual space in the bustling Guangzhou fashion landmark of Dongshankou.

In a city like Guangzhou known for its inclusivity, BONELESS' offline space also embraces the public in an open manner.

The brand's DNA is driving toward the future with a more open and sustainable approach.

Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision

INITIAL B

In 2023, BONELESS has adopted a brand new VI system, with the "B" letterhead condensed as the brand recognition element, conveying a more direct and straightforward attitude.

The Dongshankou store in Guangzhou is in a bustling area, and a huge "B" letterhead appears in an undeniable scale, exposed in various forms in the interior space.

The connection between the brand logo and the geographical space establishes the unique energy field of BONELESS in Dongshankou.

Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision

SUSPEND SEQUENCE

At the Dongshankou store, the brand value of BONELESS is reflected in the construction of materials and volumes.

The uniformly illuminated ceiling dissolves the sense of gravity in the lower environment, and the wooden suspension area creates a suspended sense of space.

The metal rods and wooden blocks on the wall combine to build a staggered props system.

Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision

The screen and variable visuals behind the cash register counter background balance the abstractness of the site and establish another dimension of the brand output scene.

The new offline retail space is a place for constantly exploring imagination. Its openness and various possibilities of practice are important means to cope with the accelerated consumption cycle.

In the BONELESS Dongshan Kou store, we emphasize the recognition of the logo "B" and the integration of scenes and props.

Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision

With a more direct way of construction, we continue to show the brand's evolution and driving force.

Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision


Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision


Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision
Boneless Concept Store
© Guangzhou Elephant Vision


Boneless Concept Store
Elevation


Plan


Boneless Concept Store
Node Details
Boneless Concept Store
Rendering
Boneless Concept Store
Rendering