Volume 6 of FRAME’s recent release reflects on the importance of creating tangible touchpoints between the brand and the consumer in order to realize relevant retail experiences. Two of CLOU’s retail interior design projects have been selected by editor Ana Martins for Power Shop 6, a compendium described as ‘Retail Design Now’.

CLOU’s Jiuxi Wedding Exhibition is included in the books’ chapter on ‘This is not just a consumer good – retail spaces as a gallery.’

FRAME says: There’s no escaping the bridal gowns in CLOU architects’ concept (nor should there be) but neon lights and black anodized steel create an almost surgical atmosphere that alerts customers to the brand’s modern approach to wedding planning.

Jewellery Box Chaowai is part of the books’ chapter on ‘The medium is the message – retail space as a storytelling device.’

CLOU architects says: ‘We looked at art-deco department store interiors like the Bullocks Wilshire Perfume Hall in Los Angeles for inspiration. We picked two of the time’s characteristic materials – natural stone and stainless steel – which helped us create a modernized sense of opulence which would not be thought of as vintage. Materials were carefully chosen to best show off each kind of precious stone.’