Concept for the american fashion brand 


Born in the US, Theory is a fashion contemporary brand for women to feel confident, smart and stylish. Theory developed his brand globally, reaching Europe and Asia, opening more than 20 store just in China.

For the new Theory store in Beijing, located in WF Central Mall, Vudafieri-Saverino Partners develops a new concept characterized by an essential but comfortable elegance and a strong “New York City loft” spirit. 


The facade takes inspiration from New York iconic structures, the transparency of old apartments windows, the industrial and cosmopolitan atmosphere of the MTA subway stations, with their exposed black beams and white surfaces. The result is a natural, yet eye-catching presence in the shopping mall, thanks also to the dynamic screens showcasing Theory advertisement.


With its 106sqm of selling area, the store is divided into two spaces: the entrance attracts customers displaying the new collections; the second room hosts the J-Brand corner, displaying denim products, and the VIP seating area for formal suits.

The interior proposes a soft and warm materials, combined with an accent of color or a combination of tones that matches the spirit of the brand. The oak wood parquet and natural finishing brass panels create a more feminine mood, without losing the industrial feeling with black and white corian displays, and the metal racks with concrete base.


The store is enriched by geometric lighting coves, giving dynamic perspective to the shopping jurney.


Vudafieri-Saverino Partners, Tiziano Vudafieri and Claudio Saverino


Stefano Piontini, Simona Quadri, Sara Colombo, Alessandro Zuccolo, Ivana Zhong, Luke Lin


Courtesy of Theory