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Konzepp, Hong Kong 

A new generation concept store is hatched in Hong Kong. 

Yvonne Xu has this story.

Konzepp, Hong Kong 


September 7th, 2011

A mono-brand shop is all very well, but to truly sample the best from the pack nothing beats the curated, multi-brand experience of a concept store – or, as Geoff Tsui and Willie Chan of 33WILL would have it, the Konzepp store.

Located on Tung Street in Sheung Wan, Hong Kong, Konzepp is hard to miss – this Tsui and Chan have ensured with their yolk-yellow shopfront.


“I designed an abstract arch over the entrance which uses parametric design to push and pull the co-ordinates of the original polygon so that from the same piece of what-would-be a rectangular facade, we have an outside-of-the-box appeal. I wanted the arch to become a bridge from the outside to a world of fresh design products and intriguing discoveries,” says Tsui.


The idea of Konzepp is that it would transcend being a mere point-of-sale and function as an incubator of design.

 “It’s a platform to curate new designer products and help young new brands kick-start; a springboard to promote and position them in the market, ” says Tsui.



Within the space, among geometric planes and cross steel bars is a DJ console installed for in-house parties, including the monthly DJ-led event Organic Soul.


At the heart of the shop sits a communal table.

 “We encourage collaborative work. People can come and work at our work table, have a cup of tea, chat with different people… exciting things will pop up!”

Fun results of this initiative includes a crossover collection of undergarments with Moustache, a local custom tailoring and ready-to-wear label – not to mention Konzepp actually has its own beehive, which harvests HK Honey to sell in its shop!

33 Will

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