{"id":588203,"date":"2026-01-13T11:29:21","date_gmt":"2026-01-13T03:29:21","guid":{"rendered":"https:\/\/mooool.com\/ju-xiang-fashion-brand-concept-store-by-moon-architects.html"},"modified":"2026-01-13T11:31:07","modified_gmt":"2026-01-13T03:31:07","slug":"ju-xiang-fashion-brand-concept-store-by-moon-architects","status":"publish","type":"post","link":"https:\/\/mooool.com\/en\/ju-xiang-fashion-brand-concept-store-by-moon-architects.html","title":{"rendered":"Ju Xiang Fashion Brand Concept Store by MOON Architects"},"content":{"rendered":"

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\n Thanks MOON Architects for authorizing the publication of the project on mooool, Text description provided by MOON Architects. <\/span><\/span><\/strong><\/p>\n

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\u6728\u6708\u5efa\u7b51\u8bbe\u8ba1\u4e8b\u52a1\u6240<\/a><\/strong>\uff1a\u4e3a\u300c\u5177\u8c61\u300d\u670d\u88c5\u5b8c\u6210\u4e86\u6982\u5ff5\u5e97\u7684\u6574\u4f53\u8bbe\u8ba1\u3002\u6211\u4eec\u4ece\u300c\u5177\u8c61\u300d\u7684\u54c1\u724c\u7406\u5ff5\u51fa\u53d1\uff0c\u5c06\u5176\u670d\u52a1\u4e8e\u5f53\u4ee3\u4e1c\u65b9\u5973\u6027\u7684\u6838\u5fc3\u8bc9\u6c42\u2014\u2014\u878d\u5408\u611f\u6027\u60c5\u611f\u4e0e\u7406\u6027\u601d\u8003\u7684\u53e0\u642d\u7f8e\u5b66\uff0c\u4ee5\u53ca\u8425\u9020\u8d34\u5fc3\u4e14\u5bcc\u6709\u4eba\u6587\u6c14\u606f\u7684\u670d\u88c5\u7a7a\u95f4\uff0c\u4f5c\u4e3a\u8bbe\u8ba1\u5c55\u5f00\u7684\u6839\u672c\u3002<\/p>\n

MOON Architects<\/a><\/strong>: Moon Architects has completed the holistic design for the concept store of “JUXIANG” Clothing. Taking the brand philosophy of “JUXIANG” as our starting point, we grounded our design in addressing its core mission: to serve contemporary Eastern women by integrating the layered aesthetics of emotional sensibility and rational thought, and to create a thoughtful, culturally rich clothing space.<\/p>\n

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“JUXIANG” (Concreteness) is a fundamental concept opposed to “abstraction.” It refers to objects or ideas distilled from individual, tangible experiences\u2014possessing clear, perceptible forms and definite references. In the overall spatial design, we adapted the wisdom of “scenes shifting with every step” from traditional Chinese courtyard layouts, aligning it with the brand’s narrative logic. Through the division and combination of halls, courtyards, and covered walkways, we crafted a gentle yet multi-layered circulation path within the limited store area, transforming it into a perceptible, tangible, and detailed spatial “JUXIANG” full of vitality.<\/p>\n

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\u8fd9\u4e0d\u4ec5\u5c06”\u6e29\u60c5\u7740\u88c5\uff0c\u4ece\u5bb9\u51fa\u884c”\u7684\u8bd7\u610f\u751f\u6d3b\u7247\u6bb5\u5177\u8c61\u4e3a\u53ef\u611f\u77e5\u7684\u573a\u666f\uff0c\u4e5f\u4f7f\u987e\u5ba2\u5728\u6c89\u6d78\u6f2b\u6b65\u4e2d\uff0c\u81ea\u7136\u800c\u7136\u5730\u4e0e\u6bcf\u4e00\u4ef6\u670d\u9970\u76f8\u9047\u5e76\u5efa\u7acb\u6d41\u52a8\u7684\u4e92\u52a8\u5173\u7cfb\u3002\u7a7a\u95f4\u5728\u4f20\u9012\u4e1c\u65b9\u5973\u6027\u4ece\u5bb9\u4e4b\u7f8e\u4e0e\u54c1\u724c\u6e29\u5ea6\u7684\u540c\u65f6\uff0c\u4e5f\u4e8e\u5b81\u9759\u6c1b\u56f4\u4e2d\u6ecb\u517b\u7740\u957f\u6548\u8fd0\u8425\u7684\u751f\u547d\u529b\uff0c\u8ba9\u5546\u4e1a\u4ef7\u503c\u4f34\u968f\u7f8e\u597d\u4f53\u9a8c\u6084\u7136\u6c89\u6dc0\u3002<\/p>\n

In today’s era, where our daily lives are increasingly occupied by abstract digital flows, the pursuit of “JUXIANG” is, at its essence, a striving for certainty, meaningfulness, and human warmth amidst the rapid, technology-driven changes. It is about remembering to touch the real within the virtual, focusing on the specific individual within the grand, and returning to simple experiences within complexity.<\/p>\n

This approach not only materializes the poetic life fragment of “dressing with warmth, stepping out with ease” into perceptible scenes but also allows customers, while immersed in their stroll, to naturally encounter each garment and establish a fluid, interactive relationship with them. While conveying the composed beauty of Eastern women and the brand’s warmth, the space also nurtures the vitality for sustainable operation within its tranquil atmosphere, allowing commercial value to settle gently alongside beautiful experiences.<\/p>\n

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\u8bd7\u610f\u751f\u6d3b\u7684\u300c\u5177\u8c61\u300d\u5316\u8868\u8fbe<\/strong><\/p>\n

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\u672c\u6848\u4ee5\u201c\u5bb6\u201d\u4e3a\u6838\u5fc3\u7406\u5ff5\uff0c\u8fd0\u7528\u7816\u3001\u77f3\u3001\u6728\u7b49\u5929\u7136\u6750\u8d28\u4e0e\u5927\u5730\u8272\u7cfb\uff0c\u94fa\u9648\u51fa\u6e29\u6696\u62d9\u6734\u7684\u7a7a\u95f4\u5e95\u8272\uff0c\u76ce\u7136\u7eff\u610f\u70b9\u7f00\u5176\u95f4\uff0c\u8425\u9020\u4e00\u4e2a\u62e5\u62b1\u81ea\u7136\u3001\u5145\u6ee1\u968f\u6027\u677e\u5f1b\u611f\u7684\u6c1b\u56f4\u3002\u8bbe\u8ba1\u901a\u8fc7\u5bf9\u8bd7\u610f\u751f\u6d3b\u7247\u6bb5\u7684\u5177\u8c61\u5316\u8868\u8fbe\uff0c\u5c55\u73b0\u4e30\u5bcc\u7684\u8d28\u611f\u548c\u7ec6\u817b\u7684\u5c42\u6b21\uff0c\u4f20\u9012\u54c1\u724c\u7684\u6e29\u5ea6\u4e0e\u54f2\u5b66\u3002<\/p>\n

The ‘JUXIANG’ Expression of Poetic Living<\/p>\n

In the traditional Chinese concept of “home,” the “house” and the “courtyard” form a core spiritual space imbued with philosophy, emotion, and social significance. It perfectly embodies the Chinese worldview of “harmony between humanity and nature” and the introspective, cohesive ideal of family life.<\/p>\n

This project takes “home” as its central concept. Using natural materials such as brick, stone, and wood, along with an earthy color palette, it establishes a warm and unpretentious spatial foundation. Lush greenery is interspersed throughout, creating an atmosphere that embraces nature and radiates a sense of casual relaxation. The design materializes fragments of poetic living, showcasing rich textures and subtle layers to convey the brand’s warmth and philosophy.<\/p>\n

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Through an interpretation of the concepts of “house” and “courtyard,” a freely flowing and organic spatial form is shaped. The deliberate blurring of boundaries between indoors and outdoors, the introduction of natural elements, and the crafting of an exploratory journey collectively define the pervasive sense of ease within the entire space.<\/p>\n

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Spatial Structure: The Organic Integration of House, Courtyard, and Path<\/p>\n

The entire space is organized around three geometrically distinct “houses”: the entrance square house serves as the display area, the central gable-roof house functions as the changing zone, and the mono-pitched house at the far end accommodates the consultation space.<\/p>\n

These units are not simply arranged side-by-side but are positioned in a staggered layout, naturally forming a meandering circulation path. This path intentionally elongates the consumer journey while enhancing the sense of exploration through a visual strategy of “layered revelation without obstruction.”<\/p>\n

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The courtyard acts as a medium connecting sky, earth, and people. It is a place to experience the changing seasons, the cycle of day and night, wind, frost, rain, and snow. The planted flora, arranged stones, and crafted water features represent an effort to introduce the essence of natural landscapes into daily life. In the JUXIANG clothing store design, the courtyard is naturally defined by the three surrounding house structures: the “outer courtyard,” semi-enclosed by greenery, creates a sense of nature being drawn inward; the fully enclosed “inner courtyard,” integrated with a seating area, fosters an atmosphere of tranquility.<\/p>\n

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The ceiling design is employed to delineate the distinct spatial qualities of “interior” versus “exterior courtyard” areas.<\/p>\n

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\u529f\u80fd\u4e0e\u573a\u666f\u7684\u6df1\u5ea6\u878d\u5408<\/strong><\/p>\n

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Deep Integration of Function and Scenes<\/p>\n

The square house serves as the display area, where “openings” in its walls function as product display windows, preserving the integrity of the entrance fa\u00e7ade while incorporating the functionality of shopfront displays.<\/p>\n

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The outer courtyard, formed in the interstitial space between two house structures, leads to a cash wrap area constructed of red brick at its far end. Continuous wall-mounted garment rails naturally guide customers toward the inner courtyard, completing the first spatial transition.<\/p>\n

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\u53cc\u5761\u5c4b\u8bd5\u8863\u533a\u5c4b\u9876\u7684\u201c\u7f1d\u9699\u201d\u52a0\u5f3a\u4e86\u524d\u540e\u573a\u7684\u89c6\u89c9\u8054\u7cfb\uff0c\u540c\u65f6\u63d0\u5347\u5b9e\u7528\u6027\u5e76\u4e30\u5bcc\u7a7a\u95f4\u5c42\u6b21\u3002<\/p>\n

In the gable-roof house (changing area), a roof “slit” enhances visual connectivity between the front and rear zones, while improving practicality and enriching spatial layering.<\/p>\n

 <\/p>\n

\u25bd\u53cc\u5761\u5c4b\u66f4\u8863\u533a\u4e0e\u5355\u5761\u5c4b\u8bca\u65ad\u533a\u5173\u7cfb<\/p>\n

\"\"<\/a><\/p>\n

 <\/p>\n

\u5185\u9662\u5728\u5eca\u4e0e\u9662\u8fb9\u754c\uff0c\u5229\u7528\u53f0\u9636\u9ad8\u5dee\u8bbe\u7f6e\u4e24\u7ec4\u60ac\u6311\u5361\u5ea7\uff0c\u5206\u522b\u670d\u52a1\u4e0d\u540c\u533a\u57df\uff0c\u5f62\u6210\u529f\u80fd\u4e0e\u5f62\u5f0f\u7684\u4e92\u52a8\uff0c\u4e3a\u9759\u8c27\u5185\u9662\u6ce8\u5165\u6d3b\u529b\u3002<\/p>\n

At the boundary between the covered walkway and the inner courtyard, two sets of cantilevered banquettes are integrated into the stepped level change, each serving a distinct area. <\/span> This creates an interaction between function and form, infusing the tranquil inner courtyard with vitality.<\/span><\/p>\n

 <\/p>\n

\u25bd\u5185\u9662\u8bd5\u8863\u533a\u4e0e\u8bca\u65ad\u533a\u5ea7\u6905\u5206\u9694<\/p>\n

\"\"<\/a><\/p>\n

 <\/p>\n

\u5355\u5761\u5c4b\u8bca\u65ad\u533a\u662f\u54c1\u724c\u65b0\u7f6e\u5165\u7684\u670d\u52a1\u529f\u80fd\uff0c\u4e3b\u8981\u4e3a\u5ba2\u4eba\u505a\u670d\u9970\u642d\u914d\u7684\u5efa\u8bae\u63a8\u8350\uff0c\u7f6e\u4e8e\u6d41\u7ebf\u672b\u7aef\u4ee5\u5b9e\u73b0\u4e0e\u96f6\u552e\u533a\u7a7a\u95f4\u5206\u9694\uff0c\u91c7\u7528\u5f00\u653e\u5c4b\u67b6\u4e0e\u5e03\u827a\u7ec4\u7ec7\uff0c\u8425\u9020\u8f7b\u677e\u6c1b\u56f4\uff0c\u6210\u4e3a\u540e\u573a\u89c6\u89c9\u7126\u70b9\u3002<\/p>\n

The shed-roof house (consultation zone) introduces the brand’s new service function, primarily offering personalized garment pairing recommendations to clients. <\/span> Positioned at the terminus of the circulation path to achieve spatial separation from the retail area, it utilizes an open timber frame structure combined with fabric elements to cultivate a relaxed ambiance, establishing itself as the visual focal point of the rear zone.<\/span><\/p>\n

 <\/p>\n

\u25bd\u5355\u5761\u5c4b\u8bca\u65ad\u533a<\/p>\n

\"\"<\/a><\/p>\n

\u25bd\u5355\u5761\u5c4b\u8bca\u65ad\u533a\u8bd5\u8863\u95f4<\/p>\n

\"\"<\/a><\/p>\n

 <\/p>\n

\u6728\u6708\u5efa\u7b51\u8bbe\u8ba1\u4e8b\u52a1\u6240\uff08MOON Architects\uff09\u4e3a\u300c\u5177\u8c61\u300d\u670d\u88c5\u5e97\u6253\u9020\u7684\u54c1\u724c\u6982\u5ff5\u5e97\uff0c\u7cbe\u51c6\u547c\u5e94\u5f53\u4eca\u65f6\u4ee3\u54c1\u724c\u7cbe\u795e\u5185\u6838\uff0c\u4e5f\u4e3a\u672a\u6765\u7684\u6f14\u8fdb\u9884\u7559\u4e86\u751f\u957f\u7684\u53ef\u80fd\u3002\u987e\u5ba2\u5728\u6b64\u5904\u7684\u6e38\u901b\u4e0e\u505c\u7559\uff0c\u611f\u53d7\u4e0e\u89e6\u6478\uff0c\u4eb2\u8eab\u4f53\u9a8c\u7684\u6b63\u662f\u54c1\u724c\u6240\u5021\u5bfc\u7684\u751f\u6d3b\u54f2\u5b66\u3002\u8fd9\u6b63\u4f53\u73b0\u4e86\u6728\u6708\u5efa\u7b51\u6240\u79c9\u6301\u7684\u8bbe\u8ba1\u8fdc\u89c1\uff1a\u5728\u79ef\u7d2f\u6c89\u6dc0\u300c\u5177\u8c61\u300d\u54c1\u724c\u7684\u957f\u671f\u53d9\u4e8b\u7684\u540c\u65f6\uff0c\u6784\u5efa\u51fa\u4e00\u5957\u80fd\u4f34\u968f\u54c1\u724c\u6218\u7565\u6301\u7eed\u6210\u957f\u3001\u4ece\u5bb9\u9762\u5411\u672a\u6765\u7684\u4ef7\u503c\u751f\u6001\u3002<\/p>\n

Moon Architects has crafted the brand concept store for “JUXIANG” Clothing, a space that not only precisely resonates with the brand’s core spirit in the contemporary era but also allows room for future evolution. Here, customers wander and linger, feel and touch, personally experiencing the very philosophy of living that the brand advocates. This embodies the design foresight upheld by Moon Architects: while accumulating and solidifying the long-term narrative of the “JUXIANG” brand, we have constructed an ecosystem of value capable of growing alongside the brand’s strategy, calmly facing the future.<\/p>\n

 <\/p>\n

\"\"<\/a> \"\"<\/a><\/p>\n

 <\/p>\n

 <\/p>\n

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\n\u9879\u76ee\u5730\u70b9\uff1a\u4e2d\u56fd\u00b7\u676d\u5dde
\n\u7a7a\u95f4\u8bbe\u8ba1\uff1a\u6728\u6708\u5efa\u7b51\u8bbe\u8ba1\u4e8b\u52a1\u6240
\n\u54c1\u724c\u65b9\uff1a\u5177\u8c61
\n\u8bbe\u8ba1\u56e2\u961f\uff1a\u6bdb\u9896\uff0c\u5f20\u4e66\u822a\uff0c\u9648\u6a31\uff0c\u8d3e\u4f1f\uff0c\u97a0\u827a\uff0c\u738b\u946b\u6e90
\n\u9879\u76ee\u9762\u79ef\uff1a180\u5e73\u65b9\u7c73
\n\u8bbe\u8ba1\u65f6\u95f4\uff1a2025\u5e748\u6708\u81f39\u6708
\n\u5efa\u9020\u65f6\u95f4\uff1a2025\u5e749\u6708\u81f310\u6708
\n\u6444\u5f71\u5e08\uff1a\u8d75\u8d5b
\n\u64b0\u6587\uff1a\u5b63\u5c11\u5a77<\/p>\n

Project Name: Ju Xiang Fashion Brand Concept Store
\nLocation: Hangzhou, China
\nInterior Design: MOON Architects
\nBrand: Ju Xiang
\nDesign Team: Mao Ying, Zhang Shuhang, Chen Ying, Jia Wei, Ju Yi, Wang Xinyuan
\nFloor Area: 180 sqm
\nDesign Period: August \u2013 September 2025
\nConstruction Period: September \u2013 October 2025
\nPhotographer: Zhao Sai
\nCopywriter: Ji Shaoting<\/p>\n

 <\/p>\n

\n

\u201c<\/span> <\/span><\/strong><\/span><\/span>\u8425\u9020\u8d34\u5fc3\u4e14\u5bcc\u6709\u4eba\u6587\u6c14\u606f\u7684\u670d\u88c5\u7a7a\u95f4\u3002<\/span>\u201d<\/span><\/strong><\/p>\n

\u5ba1\u7a3f\u7f16\u8f91\uff1aMaggie<\/span><\/p>\n

\u66f4\u591a Read more about\uff1a\u6728\u6708\u5efa\u7b51\u8bbe\u8ba1<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u672c\u6587\u7531 \u6728\u6708\u5efa\u7b51\u8bbe\u8ba1\u4e8b\u52a1\u6240 \u6388\u6743mooool\u53d1\u8868\uff0c\u6b22\u8fce\u8f6c\u53d1\uff0c\u7981\u6b62\u4ee5mooool\u7f16\u8f91\u7248\u672c\u8f6c\u8f7d\u3002 Thanks MOON Architects for authorizing the publication of the project on mooool, Text description provided by MOON Architects.   \u6728\u6708\u5efa\u7b51\u8bbe\u8ba1\u4e8b\u52a1\u6240\uff1a\u4e3a\u300c\u5177\u8c61\u300d\u670d\u88c5\u5b8c\u6210\u4e86\u6982\u5ff5\u5e97\u7684\u6574\u4f53\u8bbe\u8ba1\u3002\u6211\u4eec\u4ece\u300c\u5177\u8c61\u300d\u7684\u54c1\u724c\u7406\u5ff5\u51fa\u53d1\uff0c\u5c06\u5176\u670d\u52a1\u4e8e\u5f53\u4ee3\u4e1c\u65b9\u5973\u6027\u7684\u6838\u5fc3\u8bc9\u6c42\u2014\u2014\u878d\u5408\u611f\u6027\u60c5\u611f\u4e0e\u7406\u6027\u601d\u8003\u7684\u53e0\u642d\u7f8e\u5b66\uff0c\u4ee5\u53ca\u8425\u9020\u8d34\u5fc3\u4e14\u5bcc\u6709\u4eba\u6587\u6c14\u606f\u7684\u670d\u88c5\u7a7a\u95f4\uff0c\u4f5c\u4e3a\u8bbe\u8ba1\u5c55\u5f00\u7684\u6839\u672c\u3002 MOON Architects: Moon Architects has completed the holistic design for the concept store of “JUXIANG” Clothing. Taking the brand philosophy of “JUXIANG” as our starting point, we grounded our design in addressing…<\/p>\n","protected":false},"author":16310,"featured_media":587688,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[533,532,523],"tags":[],"photographer":[],"space":[554,23784],"position":[561],"developer":[],"designer":[23593],"_links":{"self":[{"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/posts\/588203"}],"collection":[{"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/users\/16310"}],"replies":[{"embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/comments?post=588203"}],"version-history":[{"count":1,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/posts\/588203\/revisions"}],"predecessor-version":[{"id":588204,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/posts\/588203\/revisions\/588204"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/media\/587688"}],"wp:attachment":[{"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/media?parent=588203"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/categories?post=588203"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/tags?post=588203"},{"taxonomy":"photographer","embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/photographer?post=588203"},{"taxonomy":"space","embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/space?post=588203"},{"taxonomy":"position","embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/position?post=588203"},{"taxonomy":"developer","embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/developer?post=588203"},{"taxonomy":"designer","embeddable":true,"href":"https:\/\/mooool.com\/en\/wp-json\/wp\/v2\/designer?post=588203"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}