HUMAN UNBORED

Human Unbored Lets Surrealism Take Flight The entire project site is divided into two distinct architectural zones: the "Trend Exhibition Inner Space," housed in the existing old industrial buildings of Eastern Suburb Memory, and the "Three Trees Trend Pop-up Platform," a newly constructed architectural volume. This is a link between the old and new zones of a factory, and also a link between old industry and cutting-edge art. Given the constraints of the old industrial buildings, the retail layout and circulation connections between the two zones posed significant challenges. From concept drafting to full completion, the project took seven months, creating a new landmark for trend-focused apparel retail in Eastern Suburb Memory for the trend-conscious consumer group.

Three Trees Trend Pop-up Platform

Blending interior and exterior to create a transparent art space

The east facade of the building faces the main street and the plaza. The existing trees were preserved and incorporated into the building's interior, extending naturally through a partially opened second-floor terrace, creating a smooth transition and a greater sense of spatial extension. From interior to terrace, from tree trunks on the first floor to the canopy on the second, inside and outside, spirit and matter—all extend along the veins of the space, openly displaying the interior to the outside with a strong overall sense of transparency. This also provides light and views for the interior space, enriching the layering of the east facade. The design avoids excessive hard restrictions on the terrace, leaving flexibility for the space's future sustainable development. Art installations in the future will also have ample exposure here.

Preserving industrial elements to create a modern commercial facade

The entrance was designed based on the original architectural form, simplifying and refining the outer skin, using "lines" of different materials to present the structure and sense of order of the space station's exterior. On the basis of a logically clear design language, electronic screens are used to break this order and regularity through visuals. The ever-changing visuals on the electronic screens inject fresh vitality into the space. At the same time, an imaginative field is created, using imagery and visuals to engage in a silent dialogue with customers, fully sparking people's interest in entering the store to explore. Along the street, steel structures and large areas of transparent glass are deliberately used. The glass can be fully opened through a folding mechanism, showcasing the interior commercial atmosphere to the public and bringing ample natural daylight into the building. At the same time, due to the constraints of the old industrial building, the design team created richly layered interfaces in the interior space to better connect the old and new zones.

Two angled staircase entrances face the plaza and main street of Eastern Suburb Memory respectively, to better channel foot traffic to the "Trend Exhibition Inner Space" on the second floor of the old industrial building. Meanwhile, red brick—a visual element reminiscent of the Eastern Suburb Memory industrial park—was preserved and used for the staircase finish, giving the staircase a stronger sense of volume and making the facade visually richer and more exploratory, thereby creating a siphon effect on foot traffic. A seating area is set under the parallel cantilevered steel eaves along the street, releasing a sense of goodwill and friendliness toward the city and the street.

Trend Exhibition Inner Space

Flight inspiration sparks creative space

The design starts from the brand origin of "HUMAN UNBORED" and draws inspiration from the great moment when humans created flying machines and left the earth's atmosphere for the first time, aiming to create a space full of imagination and creativity. Through this design, the hope is to "let the space take off" and let customers' imaginations take off with it. The Trend Exhibition Inner Space is guided by the dynamics of "exploration" and "docking" related to flight venues. To make fuller use of the old industrial building's space, an inward tiered approach is adopted, using cantilevered structures to build a second-floor space around the perimeter. This forms a suspended platform at the visual center of the inner space. On this suspended platform, a "docking platform" resembling a flight venue is created, providing consumers with an area to "dock" and take in the full view of the inner space. The condensed design language is translated into symbolic forms within the space. The decorative language "H" on the "docking platform" happens to align perfectly with the "H" in the brand name's initial. It is placed at the center, and the floor uses carpet similar in color to the brand's blue, paired with a metal logo, tightly tying into the surreal theme of a flight venue. A large amount of mirror material is used on the ceiling of the inner space to create mutual reflections, producing a visual effect that seems to escape gravity. This design not only makes the space appear more open and free but also stimulates customers' creativity and adventurous spirit. On both sides, irregularly shaped LEDs are used to build cockpit monitors. Through subsequent visual changes, the internal sense of surprise is continuously enriched, fully demonstrating the space's surreal sensory experience.

Surrealist exploratory store design

A wide variety of merchandise means there must be sufficiently diverse display methods and the most efficient use of space possible to showcase products more comprehensively. The insertion of the platform structure creates two levels of circulation channels for browsing and selection. Making full use of the wall on one side of the channel as a multi-brand product display area allows for better focus on product display within the spatial layering, highlighting product characteristics. The central console serves as a display island, enabling themed roaming and shopping within the HUB space. Against the backdrop of metal components and cement-textured walls, the softness of the fabrics becomes more pronounced. The center of the store, meanwhile, frees up more relaxed space and high-quality display, achieving traffic diversion and presenting different product textures. In the HUB space, the design is committed to integrating "spatial characteristics" with "brand attributes," creating a store impression that offers a surreal, exploratory experience where customers can slowly browse and be surprised every time.

HUMAN UNBORED | Docking at Chengdu StationThe successful completion of this project not only provides Chengdu's trend community with a brand-new trend art space but also promotes the development of Chengdu's trend culture and creative industry.