Noiseless London

ABOUT

SHI3 is a young fashion jewellery sub brand of CTF, one of the largest jewellers in Asia. This project covers naming, interior design, retail display, packaging design, staff uniform and training.

There is a saying that fashion items only last for two weeks (fourteen days), this was the reason behind the naming of “SHI3” – which means thirteen in Mandarin – “always one day ahead and never expires” . We took this idea as our concept that reshaped jewellery retail experience, as we applied the retail setting of a cake shop to a jewellery store.

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