To create a spatial identity for Blooming lingerie stores, the primary objective was to contextualize the activity of selling lingerie in the local Hejaz culture.
In contrast to the western culture, lingerie is associated with privacy and protection rather than physical enhancement and expression of the body. To translate this concept into a physical space the design celebrates the philosophy of ‘Contained Sensuality’.
The concept takes its inspiration from the traditional ‘Veil’, where the idea is to create a layered visual experience by filtering the scope of vision through translucent fabric screens. This idea provides an opportunity to create privacy and allows the customers to shop with freedom.