Within a century-old Shikumen townhouse in Shanghai, Frette unveils its first global new-retail concept store. Conceived as “a home beyond home,” the project blends Italian elegance with the warmth of Haipai culture. Rooted in three design perspectives—reviving brand heritage, celebrating artisanal craftsmanship, and pioneering contemporary lifestyle trends, the design translates Frette’s century‑long textile lineage into a sensory spatial journey, evoking a refined Italian residence experience in an urban retail setting.
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Gold 🏆 Winner
International Interior Design Awards 2025
The Frette House
Retail Interior
Firm
STILL YOUNG
Designer
Vivi Li
Design Team
Valen Wang, Sean Liu, Ethan Li, Jake Zhang, Chance Chen, Tom Gong, Jeff Wang
Location
Shanghai China
Country
China
Photographer/Copyright
STILL YOUNG & ADS74
Through a narrative of “folding” and “revealing,” the space unfolds into seven experiential zones, each evoking a domestic scene. Translucent silk curtains define the boundaries, subtly mediating between intimacy and openness, naturally weaving a fluid, home-like circulation. To the entrance’s left side, a brand history gallery with vintage posters sets the prologue to the spatial journey. At the center, a sculptural wooden staircase, paired with circular pendant lights inspired by Frette’s signature chain motif, forms a visual focal point where time, craftsmanship, and memory converge.
In the “living room” setting, floor‑to‑ceiling windows bring in sunlight and the greenery of the former French Concession. Cream and wood tones intertwine to create a calm, warm ambience, while generously scaled furnishings lend a sense of ease. A curved sofa and rug establish a gentle visual rhythm, with translucent silk curtains subtly delineating the boundary of this area. In the “bedroom,” naturally layered linens create the ease of everyday living, infusing the space with warmth and tactile comfort. The “bathroom” and “dressing room” continue this home narrative, their open layout allowing textiles, garments, and space to integrate seamlessly, creating an orderly and balanced aesthetic.
The customization area embodies the brand’s identity. Walnut shelving and low cabinetry trace fluid contours, lending the space a warm, gentle tactility. An archive of fabrics, embroidery samples, and color swatches are displayed, inviting visitors to touch, select, and combine—creating their own personalized home solutions. The reception area upholds the brand’s tray service tradition, bringing a refined sense of ritual to the experience. Here, a tactile exploration introduces the rich textures created through nine distinctive textile techniques.
At the end of the journey, a vintage loom installation stands alongside a daybed, forming a quiet corner for pause and conversation. This exhibition area distills the brand’s century-old textile heritage into a tangible showcase of craftsmanship. Through spatial language, the project redefines the contemporary notion of “Private Luxury”—not simply as a retail environment, but as a vessel of brand values, a lifestyle unfolding a gentle narrative.