The Shoe Box, flagship store for chic Pedder Red shoes, was designed to captivate the brand’s image through interior architecture.

The design concept revolves around a bold insertion: the stained-oak wooden box that stands vertically through the two-story store. This box within a box provides a strong visual identity for the retail brand. The stained-oak box is adorned with woven wooden details, which draw inspiration from a shoe’s stitching. Various punched openings in the box surface reveal a bright red world inside.

The wooden box functions as the main storage area for the shoe store, something that is often tucked away behind hidden spaces. The placement of the storage area as an essential core of the design celebrates an extremely active and significant feature of the mundane retail business: storage. The red interior storage sanctum is the heart of the store, negotiating between the shopper and the sales staff from shoe to shoe.

In front of the wooden box is a carefully composed facade of brass-framed glass, recessed to allow some relief on the narrow Wellington Street. The scale of the store window engages passersby on a human scale and the revealing glass front contrasts the monolithic wooden box inside, inviting shoppers inside for that perfect pair of shoes.


Pedder Group

Neri & Hu Design and Research Office
63-14 Xingguo Road, Xuhui District
Shanghai, China, 200031
Tel: +86 21 6445 2560
Fax: +86 21 6445 6830

Personnel in architect's firm who should receive special credit:
Interior designer: Neri & Hu Design and Research Office

APT Engineering Consultant Ltd.
Room 702, 7/F, CLI Building, 313 Hennessey Rd,
Wanchai, Hong Kong
Tel: +852 3105 2278
Fax: +852 3105 2279

General contractor:
Legend Interior Ltd.
8 Floor, One Hysan Avenue,
Causeway Bay, Hong Kong
Tel: +852 28329677
Fax: +852 2838 4457

Steve Mok
China: +86 137 7179 0046
USA:  +1 562 6336102

CAD system, project management, or other software used:
Autocad 2004



Structural system:
APT Engineering Consultant Ltd.

Exterior cladding:

Steel: Steel frame with blackened Brass cladding

Glass: Single Glazing ask Pauline for manufacturer (By Legend)

Entrances: Glass with Brass frame

Wood doors: Customized Oak

Pulls: Custom made

Paints and stains:
Raised flooring: Oak wood flooring