Less brand's motto Life is subtraction and growth is addition, follows the design philosophy of less is more by the master architect Mies Van Der Rohe. The design of the store is based on less’s brand philosophy to create a minimalist space. Through the bending of minimalist planes, the architect creates the structure, the space, and the great tension all together at once; the cement material creates a warm atmosphere.

Zhenfei Wang graduated from Berlage Institute in Rotterdam with an Advanced Master degree of architecture in 2007. They worked in UNStudio(Amsterdam). Before that, they gained their Bachelor degree of Architecture from Tianjin University. He founded HHD_FUN together with Luming Wang in 2008, HHD_FUN is a design and research studio, which consisted of architects, designers, programmers and etc. With interests in bringing knowledge from various fields outside of architecture and applying them into architecture design, they devote themselves into producing some “unexpected” designs which distinguished from the conventional. HHD_FUN are cooperating with people from all walks of life, such as artists, fashion designers, mathematicians and engineers etc. They are exploring the new design possibilities by means of this cross-over cooperation.