CLIENT Chow Tai Fook China
YEAR 2016
TEAM Christopher Lee, Aless Kwong, Bill Chan, Nathan Leung
One of the largest jewellers in Asia, Chow Tai Fook has launched a fashion jewellery brand, targeted at millennials called SHI3.

The project scope of work included naming, interior design, retail display, packaging design, staff uniform, and training.
There is a saying that fashion items only last for two weeks (14 days), this was the concept behind “SHI3” – which means thirteen in Mandarin Chinese – “always a day ahead thus never expires”.

We used this concept to reshape the jewellery retail experience, applying a cake shop setting to a jewellery store.
There is an open plan area where jewelleries are displayed vertically like posters. Customers are able to take them out and try them on. In the first six months of opening, sales doubled. In 2018, a further five stores were opened in Northern China.