In today’s Chinese fashion industry, traditional wholesale and single-channel retail models are gradually being replaced by experiential and integrated consumer environments. Responding to this shift, Open Format developed a new brand experience framework for Tianmen Yishang. Built on the three pillars of "craft heritage, cultural symbiosis, and trend aesthetics," and driven by the vision of "advancing contemporary fashion through millennia of weaving artistry," the framework reimagines how the brand connects with its audience. Within this framework, the retail space transcends its commercial function to become a vessel for cultural storytelling.

Tianmen's identity has been shaped by weaving and craftsmanship since the Shijiahe Civilization. Tianmen Yishang’s brand space draws from this cultural lineage, integrating the materiality and symbolism of archaeological heritage into the retail setting through contemporary design.

The space opens with a clean, modern façade. Interlaced metal rods form an architectural texture that metaphorically represents the warp and weft of woven fabric, signaling the theme: "Ancient Jingling, Woven by Technology." Inside, the logic of weaving unfolds through layered scenarios. An open and flexible layout allows the fitting and display areas to blend seamlessly. As customers move between zones, they engage not only with the material and design of the products but also naturally enter into curated moments of cultural narrative.

The interior adopts a beige-toned palette where materials themselves become storytellers. White jade marble is subtly incorporated, echoing the refined texture of ancient jade. The warmth and substance of terracotta bricks are translated into designed surfaces, bringing natural tactility and warmth into the space. As tangible, sensory elements, these materials evoke memories of the Shijiahe Civilization within a modern context. Ascending the staircase, stone-pattern tiles and low-relief details appear as atmospheric accents, reinterpreting historical layers. On the second floor, a checkered glass ceiling filters soft, diffused light, creating a dialogue between rooted heritage and a forward-looking gaze. Space carries profound cultural meaning without sacrificing the lightness and elegance of contemporary fashion.

In its display approach, Tianmen Yishang breaks from conventional retail logic, avoiding dense product stacking in favor of deliberate emptiness, rhythmic pacing, and layered installations. This transforms the act of browsing into an exhibition-like journey. Ceramic vessel installations resemble archaeological fragments—or contemporary sculptures re-contextualized with aesthetic intent. A cultural wall composed of assembled metal slices evokes the narrative atmosphere of an archaeological site.

New materials like lustrous nylon are juxtaposed with traditional intangible cultural heritage such as indigo dyeing. The futuristic sheen of industrial fabric and the deep, handmade richness of natural dye coexist in the same space—a visual conversation between past and present that clearly communicates the brand's ethos: "Millennia of craft, reborn today." Here, the retail space blurs its boundaries: it is both a place of consumption and a container for cultural experience.

Tianmen Yishang’s brand space does not stop at being a retail destination. Through its woven spatial logic, its material storytelling that carries memory, and its metaphor-rich display language, it showcases the depth of Tianmen’s textile heritage—turning the retail environment into a resonating chamber for local culture.