Photography: Wen Studio

Chinese fashion brand Zuczug has opened a new store in Shanghai’s Jing’an neighbourhood, and the centrepiece is a colossal fibreglass staircase that frames the whole space.

AIM Architecture designed the three-floor retail store, taking the idea for its stairs from the winding paths of the area’s nearby parks. They also prompted the studio to bring some traditional ‘outdoor’ materials inside, with flooring reminiscent of asphalt, concrete-tiled stairs with steel handrails, and shelves that resemble the merry-go-rounds found in children’s playgrounds.

It creates an industrial atmosphere, emphasised by copious amounts of metal shelving, rails and strip lighting. The staircase introduces some colour to the space, with its unexpectedly burnt orange interior.

Downstairs, guests can order a coffee before browsing PARK’s range of accessories, vinyl, and clothes. There’s extra seating out front, where more rustic wooden chairs and benches are dotted around a circular planter, encouraging shoppers to linger longer in the store.

Chinese fashion brand Zuczug has opened a new store in Shanghai's Jing'an neighbourhood, and the centrepiece is a colossal fibreglass staircase that frames the whole space.
Photography: Wen Studio
Chinese fashion brand Zuczug has opened a new store in Shanghai's Jing'an neighbourhood, and the centrepiece is a colossal fibreglass staircase that frames the whole space.
Photography: Wen Studio
PARK vinyl records and accessories is in the building's lower level
Photography: Wen Studio
A metal carousel in the middle of the store deliberately recalls the kind found in children's playgrounds across the globe
Photography: Wen Studio
Even the paintwork is reminiscent of a playground, with red blocking used to echo the shape of a skate ramp
Photography: Wen Studio

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