Inside SND’s ceremonial boutique in China’s Chongqing

SND boutique
SND’s new boutique in China’s Chongqing
(Image credit: press)

A church-like terrazzo stone structure slices through the centre of this new store by Various Associates for women's fashion boutique SND. Located in the city of Chongqing in southwestern China, the narrow 288 sq m store is split into two contrasting environments.

Entered through a glass shopfront dressed with a tightly edited selection of garments hung on spotlit rails, the store is painted in a subtle shade of sandstone pink that brings a little warmth to the otherwise minimalist environment. The space is dominated by a central structure, which the architects refer to as the ‘milestone', describing its interior as a ‘hidden world'. At arrival customers are invited to walk a pathway that loops around the milestone, or enter its sloped walls through one of its mirror-framed openings. A grey terrazzo pay point protruding from one doorway hints at what lies within.

Inside, the architects sought to create a desaturated ceremonial space using symmetry, mirrors and a monotone palette of contrasting grey textures. Jewellery is displayed in a long straight showcase along its centre, while luxury haute couture brands are arranged on rails around the perimeter. 

A curved reception desk made from volcanic stone stands at the heart of the structure, dividing the display area from the seating area and changing rooms beyond – one of which is intriguingly clad in a tactile grey fur. 

When exiting through the tall triangular opening back into the empty beige corridor spaces that loop around the structure, customers are confronted with a wall of windows that offer a panoramic view across the city skyline.

The new store, the architects say, marks the start of a new era for SND as the boutique strives to become more internationally representative. ‘From the architectural dimension, the store is designed to be a medium where customers can explore the relation between body and space,' said Various Associates. ‘It serves as an embodiment of SND's brand belief, which is to strike a balance between keeping the brand personality and catching on the fashion trends'.

SND boutique detail

(Image credit: press)

SND boutique

(Image credit: press)

SND boutique detail

(Image credit: press)

SND boutique

(Image credit: press)

SND boutique

(Image credit: press)

INFORMATION

For more information, visit the SND website

ADDRESS

1F, C area
Shinkong Place
87 Hongjin Avenue
Yubei district
Chongqing, China
 

VIEW GOOGLE MAPS

Ali Morris is a UK-based editor, writer and creative consultant specialising in design, interiors and architecture. In her 16 years as a design writer, Ali has travelled the world, crafting articles about creative projects, products, places and people for titles such as Dezeen, Wallpaper* and Kinfolk.

Read more
the toteme store in China by herzog & de meuron
Bold, geometric minimalism rules at Toteme’s new store by Herzog & de Meuron in China
Printemps New York
Printemps' New York outpost blooms with possibility – and enchanting design
Fendi boutique gallery
Sweeping arches and tropical greenery, Fendi's Miami flagship store nods to its Roman roots
Alaïa
A hidden restaurant is at the heart of Alaïa’s breathtaking new Paris store
Best fashion stores New York: inside of Comme des Garçons Chelsea with clothes arranged on rail with gold backdrop
A guide to the best fashion stores New York has to offer
Bottega Veneta Galleria Best Milan Fashion Stores
A guide to the best fashion stores Milan has to offer
Latest in Fashion & Beauty
perfume bottle archive Cristalleries de Nancy
This perfume bottle archive was nearly lost. Now, it offers a rare whiff of fragrance history
thom browne palm beach store
In Thom Browne’s newest store, prep meets Palm Beach
Johanna Parv A/W 2025 Young London Designer Uprising
Johanna Parv’s ‘engineered formalwear’ is made for the woman on the move
Azzedine Alaïa and Carla Sozzani, 2016
Carla Sozzani on a life in art and fashion: ‘I wanted to change how magazines were made’
Prada Slipper Mens S/S 2025 runway show
These fringed Prada slippers capture a lived-in elegance
Graphic S/S 2025 fashion trend
For S/S 2025, streamlined silhouettes with a graphic edge
Latest in Feature
the toteme store in China by herzog & de meuron
Bold, geometric minimalism rules at Toteme’s new store by Herzog & de Meuron in China
lo scoglio byron bay review
Wallpaper* checks in at Lo Scoglio: an Australian vacation rental with regenerative principles
zaha hadid architects future projects
The upcoming Zaha Hadid Architects projects set to transform the horizon
black and white image of kitchen
‘La Cocina’: the kitchen is a chaotic melting pot of contemporary culture in Alonso Ruizpalacios’ new film
lean lui guide to hong kong
A local’s guide to Hong Kong, by photographer Lean Lui
people at watch show
What can we expect from Watches and Wonders 2025?