Diamonds,hard and shine, have always been indispensable props when people swear in love.Every diamond jewellery will become a mark in the long-term relationship ofeach couple. Diamonds are mined from the deep valley, through layers ofpolishing works, finally exudes luster. It is hard, but it is the softestsymbol of love.



门面效果 store facade


Theproject is located in an open store in Eslite bookstore, Suzhou, with a depthof 6m and a width of 9.4m,with a total area of about 60㎡. The existing ceiling is dark black with equipment pipes. Jewelryis a purposeful consumption, in the traditional closed high-end store design,the customers mainly do window shopping instead of going into the store for theexperience and try-it-on. We want todrive more non-target groups into the store to experience jewelry productsthrough the design, and to generate a desire to shop. Make jewelry a necessityin everyday life.


Design background

传统珠宝展陈方式较为独立和单一,仅靠黑色绒面玻璃展示柜进行排列组合,空间单调平庸,缺乏吸引力。作为品牌形象店,如何在60 平的空间中回应众多的需求,并打造互动展陈空间成了设计的要点。

Traditionaljewelry store is dull with its exhibition, only rely on different arrangementsof black suede glass display cabinets, the space is monotony mediocrity and unattractive.As a new flagship store for the brand, how to respond to a large number of needsin a 60sqm space and create an interactive exhibition space has become the mainaim of the design.


How isthe gem obtained, only the person who has entered the mine knows. It is clearthat the gem is often hidden in a scary, clandestine, mysterious place, and theprocess and meaning of acquiring the gem seems to go beyond the value of thejewelry itself with more stories. Most people only focus on jewelry, and peoplewith good taste, looking for the story behind jewelry. Gemstones are usuallywrapped in ordinary stone, and treasure hunters pay attention only to thestones in the cave, but ignore the beauty of the cave.



概念草图 Withconcept sketch


Theorbital flow in the cave is the link between gems and jewelry, wealth anddarkness, and a special generator in space. Therefore, the design through acontinuous form to connect the entire space of various functions and logic:jewelry exhibition, brand display, customer negotiations and other functions.

概念图解 concept diagram




The generator is a complete streamlined device,which derives a system of functions from height change and thickness change.Generator through the support of thin columns, in the corresponding position toarrange display cabinets, work surfaces and other store functions.Dark graybackground, silver diamond ties flying in the space, customers are naturallyattracted by the bond, into the exhibition space, appreciate the beautifuljewelry design works. The link is naturally formed at different heights to becomearches, smooth display cabinets, comfortablecustomer service areas, and the spiral tower crowns.

前台展览区front display area

前台展览区front display area


In Eslitebookstore, most of the stores are white and wooden decorated, their spaces arerelatively homogeneous, lack of attention. The color and shape of this case aregreatly different from other stores, and combined with its industry afterre-elaborating the new spatial effect. The whole space is wrapped in dark graystone, a silver bond flying in the air, like a dark black jewelry box exudes acolorful diamond ring, which is a formal metaphor for the project theme.

墙面展柜Display box


Darkgray stone creates a dark background like a diamond mine, and the ornamentaldisplay cabinet glows like a diamond on the wall. The dark grey stone walls aremade of 450x450mm stone pieces, adapting to the entire spatial scale andproviding conditions for the display of jewelry. The base modules of differentregions are misaligned and snap, simulating the effect of the diamond mine.Some modules are turned into hidden drawers for storage. The original columnsare also wrapped in hard stone, forming a multimedia exhibition wall. (Withwall picture)

墙面展柜Display box

纽带展柜 Displaybox in the flowing ribbon


Theflowing ribbon becomes the main body of the jewelry exhibition, bringing theexhibition space through twisting and height changes, soothe the compactnessand climax. The entire bond streamlined shape, wrapped in scaly stainless steelpanels, reflects a dazzling glow from every angle. The two light strips meanderalong the bond, indicating the beginning and turn of the space.

(Withties details photos)


From thewest side of the storefronts, the silver ties arched to attract people into theexhibition space with a welcoming gesture. The rising link of the gyration isthe creation of another photo taking point in the Eslite bookstore.



Enteringthe exhibition space, customers will feel wrapped in the link of floodlight,along the link, on the left is where couple and shopping guide talk to exchangetheir views on the unique design of the diamond ring, and on the right is thelatest jewelry design products of the season.

交流洽谈区exchange area

交易接待区exchange area

打卡点 turning tower


Continuealong the bond, will come to the climax of the entire exhibition, the bondspiraled up, forming a beacon of love throughout the space, As with the designconcept of ONE SWEAR jewelry, mediocrity will eventually be replaced by beauty.

店内空间 perspective view

展品墙 displaywall


Art isfull of passion and dreams, and life is full of edges and corners, we hope thatour design is also a co-existence of contradictions, the spirit and the quietat the same time in this small store, collision, attract the eyes of everycustomer.


Project information







Project Name: Oneswear Jewellery DesignStore (Suzhou)

Project Type: Interior

Project Location: 114, Eslite bookstore, 8 Yuelongstreet, Wuzhong district, Suzhou, Jiangsu province, China

Design team: Parallect Design, Shanghaihengtai architectural design consulting co., LTD

Design Team: Nan.Yang, Shijie.Zhang, Di.Huang,Yitong.Wang, Chen.Zhang

Photo: Jieqi.Yao, Yixiang.Wang