The recently completed GeeJealous Beauty Salon in Shenzhen’s MIXC FORSEE shopping mall offers its professional clientele nail services and beauty products to put their unique personality on display. anySCALE’s multifunctional design concept reflects the cheeky and lavish qualities of the brand, drawing inspiration from mythological female figures.
When Pandora opened the box, many evils were released unto the world, but hope remained, and this magic can be found inside the Geejealous Beauty Salon. Curved surfaces and soft textures imbue the space with a feminine character and ethereal feeling. Gradient curtains, from see sheer to white, resemble silk falling from the sky. These flowing curtains adorn the surrounding walls and serve as soft partitions, wrapping around two private rooms. A hidden sliding door and mirrored surfaces, contributing to the visual expansion of the space, complete the illusion of a magic box full of treasures. These flexible design features not only contribute to the mystique of the space, but also enable it to be quite versatile, housing reception, retail, nail care, spa, and display areas in a 75 square meter store.
The primary dark coral color featured prominently in the logo wall and store embodies the visual expression of biting into a sweet and sour grapefruit, evoking a feeling of yearning or jealousy towards something beautiful. Gee... jealous? And the logo itself, with its smooth, sweeping lines and classical aesthetic, defines the visual identity of the space and is an important communication of the brand, emphasizing the nails and lashes at its core.
In realizing the GeeJealous design concept, anySCALE was able to skillfully integrate brand visual symbols throughout the salon, creating a plush, variable space that piques the customer’s curiosity.
古希腊语中，“潘朵拉”寓意：拥有一切天赋的女人。神话里的潘朵拉打开魔盒，智慧女神留给人类最美好的“希望”在盒子里， 我们的空间故事就从这里开始……
店铺位于深圳前海万象城，周边客群以白领和高知人群为主。她们在生活中扮演多重角色的同时，自我意识也在不断觉醒，追求个性化、多样化和自主化的消费体验。
品牌以美甲为核心，延展出与美相关的业务。小小的指甲已经成为个性展示的终端战场，身份、性格甚至当下心情都会影响对指甲造型和色彩的选择。GeeJealous如同放出希望的潘朵拉盒，将美好送给来到店里的每一位独特的客人。
基于这样的背景和概念，以柔软的绸缎从天空缓缓落下的过程为灵感，店铺空间整体用西柚色到白色的渐变纱帘，沿着四周的墙壁缓缓下降，包裹住中间如同钻石般质感的两个私密包间。同时利用布帘的灵活性做空间的软质分割，镜面反射将75平米的精致店面在视觉上扩张足足一倍，同时满足了客户提出的十大类功能的整合。
小小空间实现多功能多变的可能性，这是这个项目想要探讨的空间课题。商业空间并不以建成当下为终结，相反，这才是空间真正形成的开始。灵活可推拉的暗门、随风飘动的渐变纱帘、让人产生错觉的镜面，实际使用过程中，人的每一个主动行为都会赋予布局和功能的直接反馈，使空间产生新的面貌并化身为魔盒。
VI作为品牌视觉符号的重要传达，也与空间密不可分。视觉主色调——西柚色的选择源于品尝水果时一瞬间的酸甜、略带刺激感的味蕾体验的视觉化表达，巧妙地契合了品牌名称中因对美的向往追求而产生“嫉妒”的顽皮感。品牌主营的美甲、美睫这些与人体边缘相关的弧度则成为VI标识、主视觉形象的主要元素，进而形成了一系列品牌符号和有呼吸感的从品牌到空间的完整表达。
GeeJealous，你，嫉妒了么？
