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July’s Flower store by Alberto Caiola, Shanghai
 – China



Part of an emerging new wave of contemporary florists, July’s Flower juxtaposes Shanghai’s innate and edgy counterculture with the time-honored traditions of horticulture and floral design. 

 It is not just the interior of July’s Flowers that seeks to disrupt the relationship between conventional and contemporary, but also its facade. In stark contrast with its traditional residential environs, a polished metallic finish draws attention, shifting according to the angle at which it’s viewed. At the same time, indoor mirrors seemingly push themselves out of the building, bouncing both natural and artificial light, all serving to create an enticing and inviting storefront. Breaking barriers of tradition, expectations, and perception, July’s Flowers defines Shanghai in bloom.





 Compiled in Editorial Board of Retailiran





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