There are many buildings with ground level being for rent while upper level still being used for their residents. The resemblance between all of them is the discourse about developing towards inside which have been mentioned before. In 2012 only, there was 21% of retails in United State being closed and other was opened here and there, at least we know that the city is still working well as it is changing its cells and blood. This replacement bears on it many different reasons, people might not be able to maintain their business or simply found better place because they have done an excellent job. This replacing circle is not negative aspect that we have to find a way against it but behind that is a thought of its genius loci as we said, a building contains in it space and place which are tangible and intangible thing. A loci will keep some certain places their importance and make their owner keep them by choice even though they have better option to move, this solid will locate a street in people’s mind by some particularly “never changed” places that they call the image and legacy. In the past when the business was passing through generation to generation this work of solid was much easier, but nowadays if we take a look into those cities we are living in then we will feel more difficult than ever to face this. The competition between different companies, brands are going much harder and harder every day, that would make people more difficult to make a choice by staying and leaving. For a clothing store, the first consideration unarguably would be price and quality, but since the atmosphere is customer’s first impression, it could help raise their perception about quality and keep a firm convincing about what they are going to see.

The existing situation of this place is no more special than other premises but the design did give a sort of memorable landscape into its small scale of interior. Looking for an interesting idea to apply to this children’s clothing store, a play ground was used as imagination for it rather than a “four walls and floor with decoration” store. Since the children like gliding and having their small own world, this place is divided into many smaller portions than it is used to be and be lifted up and down to create a dynamic atmosphere that actually doubles or even triples its real floor area. This active cell in turn will be a semi playing field in children’s system of playgrounds which they would love to return because it is fun.

About Paulsmith, this is a famous brand of clothing in UK has been started by the designer Paulsmith and now possessing 15 shops and concessions in UK and over 200 stores worldwide. Speaking of that we can see clearly how the globalization is happening, sooner or later we will be familiar with the idea of “world city” where you can find your home town almost anywhere. When this dynamic fluid of culture passes through the voids of city, it generates the diversity and fulfils vacancy of economy. Inspiring from this dynamic process, this small piece of “landscape” was created as one dynamic point of the whole dynamic chain. The strong connection between different shops of this brand in the whole wide world is that strip of colors, using as the invisible modal that remain identifiable and controlled system.

Title: Junior Paul
Catalogue: Academic project - Architectural design
Institution: Hanoi Architectural University (HAU, Hanoi, Vietnam)
Evaluation: 9/10 (by professors)
Function: Retail
Project area: 152 m2
Project year: 2011