La Rosabelle, Beijing, China


Completed, 2012


Beijing, China


750 square feet

Interior Design

Inspired by Hollywood actresses’ powder rooms, La Rosabelle features dressing room mirrors lined with marquee lights and dramatic black and white floor patterns. The golden age of stars is evoked through classic art deco details such as the geometric floor tiling, the metallic signage and border outlining the wall panels, as well as plush seats with quilted upholstery. The atmosphere lends itself to pampering and gives one a sense of the privacy and comfort found in a dressing room for an actress preparing for a film shoot. A pink accent complements the black and gold motif throughout the store, the warm rose color providing a visual cue for the female lingerie displayed. La Rosabelle is the second line of Wacoal, one of Japan’s biggest apparel brands. Crème worked with the Japanese branding company CIA to develop the brand and design concepts for La Rosabelle prototype store development as well as the prototype design guideline package. La Rosabelle launched stores in Beijing and is currently expanding 300 stores in major cities all over China.