Murmurmoon is a fashion boutique shop based in Shanghai, focusing on young and distinctive brands. Its aesthetic is gentle yet assured — contemporary in rhythm, with a quiet sense of freedom beyond definition.
The project is located in Qiantan Li, a newly developed area in Shanghai. The store occupies the ground floor with three street-facing façades and excellent visibility. By retaining the existing floor and ceiling, we aimed to create a space that reflects the brand’s tone through furnishings and display installations.
In defining the project, we captured the brand’s core attitude — youthful, vibrant, and warmly confident. We took the idea of a tropical, luxurious breeze as the central design motif, allowing the space to flow, wrap, and shimmer like air touched by light.
Blue and pale pink were chosen as the main tones. We envisioned a scene where a flamingo glides across a lake. Its reflection swaying on the water, balancing romance and vastness, with every horizon blooming beneath a free sky.
For the façade, we used feather graphic elements cascading gently from top to bottom. They veil the unused second floor while refining the building’s proportions. Through the gaps between the feathers, the first-floor display and atmosphere subtly reveal themselves to the street.
In plan, the space is divided by a large structure core into two sections, posing a significant design challenge. We introduced curves to guide the view and connect the two areas through flowing lines. The curves act as a spatial link, and a gentle reminder that space does not end where it seems, nor does perception.
Inside, the display system is composed of varied curved surfaces, where garments and objects unfold like waves in motion. The romantic character of the brand continues through the details, creating dialogue, resonance, and quiet harmony within the space.
The project finds its balance between lightness and weight. Between commercial logic and emotional expression, we sought the brand’s most natural voice — creating a space not only to be seen, but to be felt.
