Time Metamorphosis

After SHURAN Wellness Space, E Studio has completed the entire design concept of Shuran -- Shuran Skincare. Shuran Skincare will be located in the same block with the Wellness Space. The idea of time extension is to contemplate the organic integration and differentiation of two different forms of business such as massage and beauty under the same brand.

Concept & Visual Identity

We have reintegrated the Shuran brand and upgraded it into a comfortable living space that focuses on people’s comprehensive needs - called “Shuran”. Based on different functions we have divided Shuran into two sections:

Shuran Wellness “time cave” and Shuran Skincare “time metamorphosis”.

“Time Cave” is defined as a space where time stands still and stops to release physical and mental pressure. “Time metamorphosis” refers to the reverse of time, implying that the state of the skin and body can undergo metamorphosis.

Transformed in Time

For the brand’s new logo, we have extracted the “U” in the name, making it appear in the brand and space as a highly concentrated visual sign. The image of double “U” means that the new “U” bursts out and transforms from the past “U”. The logo’s multiple “U” curves and a fading light create a sense of professionalism, fashion and healing beauty for the brand.

Interior & Space

The facade window is composed of freehand arcs that allow pedestrians to have a sneak peek of the mysterious aurora of delightful aesthetics.

Entrance: A Gap in Time

Moving Through the Gaps of Time

In order to maximize the number of beauty rooms and simplify the movement flow, the space connects all rooms through a tunnel. The mysterious aurora appears at the end of the far-reaching tunnel with its gradual lights and colors, softly pulling people away from the reality as if they walked through time.

Lights of the tunnel walls create a time scale through stretched “U” shape, just like a metamorphosis of time traveling.

Cocoon / Metamorphosis

We define the beauty room as “the cocoon of time” for rejuvenating skin.

The fading light creates the metamorphosis relationship with “U”. Intelligent light system controlled via chromatographic panel allows adjusting space lighting for different beauty procedures. Every cocoon is different depending on the experience, and Shuran wants customers to define their own cocoon.

Parallel Worlds

The mirror in the nook forms a makeup room, making it two parallel spaces with the mutual dialogue where one can undergo metamorphosis.

The makeup room is designed as a quiet semi-open space. The tower shaped walls form a symmetrical nook that makes people become the focus of the space. The passage is gradually widened in order to bring a feeling of change while moving forward.

This new business attempt requires unification of branding for different types of services that have common ground. Using the concept of “time” for all spaces, we have created a unified yet distinguishable branding for all of them.

Client
Shuran

Location
Shenzhen, China

Area
210 m²

Completion Date
2021.03

Design Firm
E Studio

Lead Designer
Fan, Junjian
Zhou, Xuanzhuo

Design Team
Zhong, Jinghong
Wen, Lei

Brand Design
Wu, Qiwen

Photographer
Zhang, Chao