Gentle light clouds and curves of weightlessness

Client: Anothersole
Year: 2020
Branding & Art Direction: Hjgher
Interior: Hjgher

Anothersole is a female leather shoe brand that has been described as the most comfortable shoe that a woman deserves. In designing their store at Great World City, our concept was to create a lightness of being in the store, to bring allure to the idea of walking on clouds.

To bring an illusion of weightlessness, the look and feel had to be minimal, clean and bright. As lighting is key in a retail shop, a range of selected lighting was used throughout. Holding the central focus lies a large triptych of light boxes above set focus of a warm bright glow throughout the shop and carefully chosen cove lights brought a further warmth to the perimeter. Spot lights were set upon every shoe counter against the walls and on the knee height display of shoes which doubled as seating with a soft grey fabric. The hidden cove lighting below the display reinforces the idea of weightlessness.

The intention was to have only curves throughout the entire shop without any edges at all, again to simulate the organic softness of clouds. The symmetry of the side curved walls and edges, was to blur the boundaries of the space. The mirrors were cut to remove all edges and blended into the walls. Even with the decision to only use white thoughtout the space was intentional to give the fleeting feeling of comfort. A yellow carpet was then decided upon like the glowing rays of the sun to reflect against the playfulness of the clouds in this space.

In order to allow for a mixed presentation of all shoes, the wall display panels and ledges are magnetic and designed to be removable for easy relocation for multiple presentations in the future. This well research use of magnetic ledges not only allows for flexible configuration of product display, but also for further use of posters and other collaterals to be stuck on with magnets onto the magnetic walls. A further intention was to remove all and any interference with the shoe on display and allow for the cleanest of presentations.

The large back wall of shoes actually hide the the back of house which on either side lay at point of sales counter through to the back and on the other side the TV monitors, which were meant to complete our intended fulfilling look of masterful symmetry.



Hjgher is a creative consultancy.

We are in the business of solving problems through creativity.

We specialise in building progressive brands with our expertise in Brand Strategy, Interior Design and Art Direction.

We take pride in pure, simple and meaningful work, awarded by Dezeen, D&AD, ADC, One Show, AIGA, World Architecture Festival, President*s Design Award, MUSE and more.

Hjgher Studio
75 Jalan Kelabu Asap
Singapore 278268

Telephone: +65 6300 8568

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