Shaoxing, China – Customers in China are buying into premium menswear. They might be late to the party but bespoke tailoring is becoming more accessible and affordable to ‘the man on the street’ and the social experience of purchasing a custom-made suit is almost as important as the garment itself. Greater Dog Architects looks to combine the modern retail concept with a celebration of the traditional manufacturing process with its latest store for Leding Menswear.
Entering from a staircase enveloped by a blue, glass box, customers transition from the modern world outside into a pure-white, glistening interior. Tools and machines are used throughout the space to promote the hands-on aspects of the tailoring process – a core concept of the store’s visual narrative. A 2:1-scale illustration of the male body is represented on the deep-blue façade, creating a deeper and more human-focused connection between form and product.