MUJOSH Concept Store in Guangzhou by DAS Lab.

Shanghai-based studio DAS Lab has designed a concept store for eyewear brand MUJOSH in Guangzhou, China, centred on the idea of being a dynamic extension of stillness.

“Stillness” is an invisible internal movement of an object. The invisibility urges people to focus on the sophisticated structure of the object. All objects are moving at an invisible speed, which led us to the adventure of creating a space about “stillness”, DAS Lab explains.

To convey this with a little attention-catching drama, DAS Lab turned an installation concept into the store itself, interpreting the core values of style and ingenuity that define the MUJOSH brand. The designers created a stainless steel structure in an attempt to simulate a frozen snapshot of the inertia, tension, gravity, trajectory and even scratches generated during mechanical motion.

“A clock’s “moving gear” in stillness marked the memory point of a space, which inspired us when conceiving the space,” says DAS Lab.

MUJOSH products and elements of the steel installation are intertwined, with glasses displayed on built-in shelves, both telling the brand story and provoking the possibilities of retail development. White terrazzo walls and floor reel the space back into a more recognizable realm of retail.

By creating such an unusual and engaging interior, DAS Lab aimed to blur and detract from the overt purpose of selling. Focusing on conceptual execution links back to the MUJOSH ethos, whereby glasses and more broadly, aesthetics and design, are reflections of one’s personality.

See more projects by DAS Lab on Yellowtrace here.

[Images courtesy of DAS Lab.]