Project name : 3 Flagship store Location : World Wide Center, Central, Hong Kong Total Floor area : 1000 sqft Completion year : 2010 3 flagship store Era of Fibre Optics Fibre optics has been pushed to the front in the telecom industry this era, but fibre optics is always flexible and intangible. In order to modify this phenomenon and push it a next step forward, making this technology visualize became the main theme and the mission of this 3 flagship store in Hong Kong. The complex usage of white and grey enhance the depth of the space as well as creates an infinite perspective in the space with only 1000 square feet. On the other hand, the strips of well mixed white and grey create a speed tunnel, customers immediately feel the sense of speed once they have set their feet into the shop, the concept of speed are also shown on the partition between the VIP sections. In the middle of the shop, the “fibre optics bushes” display panel boost the theme idea extremely tangible to the whole design concept; With a long row of fibre optics bushes lead the way through out the space, plus a huge custom made 3 logo LED chandelier, the shop is craved in bold relief. The open space encourage customers to enjoy the adventure of exploring the latest digital products in the fibre bushes; And with the technology support, customers can get more chance to experience the digital products, it has expanded a true interactive.