For its store at Super Brand Mall, ICICLE called on the Belgian architect Bernard Dubois. This project takes up and develops the codes explored by the brand in China and in Paris. It gives pride of place to massive materials from the earth: ceramics cylinders, limestone floors and limestone powder plastering create a continuity of colour throughout the space. The forms developed by architecture meet Chinese and European traditions. They explore architectural similarities, recurrence in the hierarchical organisation of horizontal and vertical elements. The project is part of a sustainable approach in the sense of longevity. Like ICICLE’s clothing, it is intended to be a counterpoint to contemporary overconsumption, immediacy, and disposability. The aim is to be sustainable, both through the quality of its materials and the simplicity of its design.