The Cocoon Boutique is located inside the Global Harbor Mall, in one of Shanghai’s top shopping areas, where tourists and residents crowd into stores at all hours of the day. The brand’s very name gave Area-17 the creative hint to design the concept: a cocoon is a casing protecting the pupa before it becomes a butterfly.

Area-17 rethought the store design of Milano&Design, one of the brands of the Chateau d’Ax Group. The 350 square-meters showroom in Shanghai was designed to recreate the warmth and comfort of a classy, homelike environment. 

While rethinking Satchi ‘s retail image, Area-17 also designed a temporary store for the brand. The location and the type of store demanded for a different approach, which could guarantee a strong and instantly noticeable identity in order to capture passersby’s attention.

When asked for redesigning the retail image of the Italian accessories brand Satchi, Area-17 opted for an atmosphere of masculine and sober elegance, with a contemporary flair.

Area-17 proudly supported Jacob Cohen’s expansion, designing the new flagship store in one of the world’s favorite jet-set destinations: Monte Carlo, in the French Riviera.

Area-17 designed Secret Pon-Pon boutique in Kuwait City, embodying the brand’s spirit in the plan: young and lighthearted on one hand, feminine and confident on the other. Chic champagne and off-white interiors are spiced up by pink accents, while the sparkle of golden details adds a glamorous touch to the atmosphere.

Area-17 developed the concept for Cavalleria Toscana’s flagship stores. Cavalleria Toscana is an historic Italian brand, made up of two souls: horse-riding apparel and everyday sportswear. The first two stores will open in Seoul, in the Shinsegae Main and Gangnam buildings.

In 2013, Harrod’s launched the Denim Gallery, an in-store menswear department dedicated to denim. Area-17 entered the legendary London shopping temple to design Jacob Cohen’s boutique within the gallery.

For the first time, Area-17 oversaw the project management for Officine Panerai’s pavilion at Watches&Wonders, the Asia Haute Horlogerie Exhibition held at the Hong Kong Convention and Exhibition Centre.