HIDEMI Flagship
Location: Shanghai, China
Area: 300 sqm
Status: Complete
The store is located in Shanghai’s Wutong District, consisting of a street-facing showroom, an internal small garden, and an adjacent bungalow.
If ‘hi de mi’ is like a melody or a poem, fragments of it have now landed at the corner of Yanqing Road in Shanghai, tucked into the new space constructed by ONOAA STUDIO. The owner describes this place as HIDEMI’s home, having lived nearby and waited two years to lease this spot. After two years, this seed has finally grown into its form.
This space, which emerged in spring, has all its stories and inspirations centered around HIDEMI’s “half.” The semi-circular arc becomes the main theme of the space, with the stone main structure and wooden fixtures resembling slightly curled sheets of music. In every darkening evening after the rain, it gently settles between the interwoven green and light brown textures of travertine, on the coarse beige walls, on the edge of the black eaves where occasional raindrops fall, and into the gradually filling garden lawn.
We want it to be “empty,” leaving room for growth. We also want it to be lush, like a garden courtyard, a speck of dust, a ray of sunlight, a breath of fresh air. Feel the seasonal details, the flow of day and night. We hope it has its rhythm, allowing the hurried steps to pause, experiencing the extended melody of time together with the atrium and green space.
ONOAA describes HIDEMI’s brand state as urban, but not without some descriptive qualifiers—it is an urban sense that is not exhaustively refined, with a certain amount of raw roughness, pursuing the warm and unrestrained calm freedom of every city afternoon. According to the owner, this is the home she envisioned for HIDEMI, a place that accommodates all these descriptions, making this originally intangible melody now tangible. Using travertine, raw wood veneer, and stainless steel, we balance the brand’s character, allowing the space and materials to act as the backdrop for the clothing, jointly presenting the brand’s spatial temperament. Let all senses flow here.
