web work ZS — Jincheng

ZS / Flagship Store

Retail Design Brand Storytelling Concept Development Spatial Storytelling Design Strategy Cross-Functional Collaboration Material Strategy

Challenge

ZS is a minimalist fashion label focused entirely on white T-shirts. They commissioned Domani to create their first flagship and define a ground-zero spatial identity — one that wouldn’t just house their product, but translate their values of purity, precision, and restraint into physical experience.
Approach

Working under the Design Director, I developed a product-led spatial concept. My aim was to design the spatial experience as a direct extension of the product’s essence:

I designed a ceiling-mounted rail system to hang T-shirts at eye level, making each shirt the first touchpoint of the brand’s spatial identity. This setup formed a 360° circular path, encouraging guests to move around the products, touch them, feel their texture and detail.

I kept materials intentionally minimal. Light became the structure, and silence became the voice. The space didn’t speak louder than the product — it amplified it through restraint.
Outcome

ZS’s store quickly gained cultural traction, becoming a social media landmark that reinforced its minimalist ethos. The project demonstrated how spatial discipline could serve as a branding tool. A year later, Louis Vuitton selected the same location for a high-profile pop-up, confirming the flagship’s symbolic and cultural resonance.
Credits

Client: ZS Lab
Design Studio: Domani Architectural Concepts
Design Director: Ann Yu
Concept Design & Client Communication:
Ann Yu, Jincheng Zhangliu
Project Implementation & Fabrication Coordination:
Jincheng Zhangliu, Shujie Wang
Construction Drawings: Shujie Wang
Photographer: Vincent Ng

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