In an era of screens, anything brick-and-mortar will need to be peak in aesthetic and experience to be worth pursuing.
Few know this nugget of 21st-century wisdom as well as stylist, influencer and former actress Hilary Tsui, as demonstrated in her latest venture, HER.
The concept store couldn’t be more apt in location: set in the middle of Fashion Walk, heart of Hong Kong's shopping mecca, Causeway Bay, HER invites the stylish pack to a shopping and dining destination in one location.
Designed by Valencia, Spain-based design studio CLAP, the store features a contemporary aesthetic with a subtle space-inspired motif.
“After several workshops with Hilary Tsui, we came up with three key points that reflected the essence of HER: femininity, purity and strength,” say CLAP founders and designers Angela Montagud and Jordi Iranzo, in a statement. “From these we imagined HER as a sinuous landscape, with impressive mountains and pure materials, as a new space yet to be discovered – like planet Mars.”
This leitmotif is apparent throughout the space, when carefully observed – in the terracotta-coloured tiles, the “white lotus leaves” display stands, the vacuum-sealed packaging created for every purchase.
The tiled multi-level surfaces can be used to showcase merchandise – a selection of sneakers and activewear by the likes of Nike, Puma and Adidas, as well as jewellery and accessories – and also to seat customers who might want a break from all the shopping, recovering over an iced coffee and a sweet treat supplied by the Hong Kong cookie company Cookie Department.
One zone of the store is designated for all the activewear, sneakers and café customers, while a more subdued ‘boutique’ zone features the jewellery, accessories, and merchandise by independent brands, including Anais Jourden, Pushbutton, Chance. The store also features its own brand of lip balm and hand cream.
In the way only today’s top influencers can, Tsui – together with CLAP – have created an offline space fit in every way for the online feed, all in the process of bringing together her passions for fashion and food.