PROLOGUE TO STEEL

Youngor, a 45-year-old Chinese menswear brand, partnered with Karvone Design in 2023 to transform its fashion experience hall in Ganzhou, China. The innovative space integrates local cultural elements including intangible cultural heritage bamboo weaving, ancient city walls, and textile factory motifs, reimagining them through contemporary design to enhance youthful appeal and create novel consumer experiences.

While the original multi-brand space model had achieved mature standardization, our design strategy focused on identifying unifying core elements that harmonize diverse brand identities – preserving their distinct characteristics while establishing visual cohesion. We reinterpreted standardized spatial systems by embedding urban cultural codes, employing youth-oriented design languages to transform the venue into a fashion landmark infused with the city’s memories. This project represents an evolution in cultural expression, where historical symbols are revitalized through modern spatial narratives that resonate with new generations.

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