THIS MULTIPURPOSE MEGA-STORE IN SHANGHAI TAKES EXPERIENTIAL RETAIL TO THE EXTREME
2022.02.16
Targeted at Gen Z consumers, fashion flagship Bosie Space incorporates everything from retail and a café to a pet hotel.
Key features
A large-scale response to the shift toward experiential retail design, the 2,000-sq-m space offers a holistic consumer journey co-created by ‘unisex’ fashion brand Bosie and Leaping Creative. For the design, the collaborators envisioned a fictional narrative in which an intelligent extraterrestrial species Bosie descends upon Shanghai and finds a home in the store. All of the flagship’s features encourage longer stay time: a café and snack bar satiate peckish guests, while a pet hotel and playground cater to owners who need a sitter while they shop. Myriad interactive installations, like a photobooth, facial-recognition activation and smart vending machine, create an extra layer of spatial engagement.
Bosie’s 40-m-long façade is clad in frosted stainless steel that reflects the sidewalk back to pedestrians. Multimedia installations inspired by the Space Age frame the entry to the interior ‘spaceship’. On the ground floor, the use of steel continues, broken up by pastel and neutral finishes. Merchandising architecture was envisioned as ‘space-exploration equipment’, including conveyor belts, a turbo engine and more. An escalator and spiral step connect the store’s two floors – ascending to the second, visitors are met by a massive video wall comprising 92 screens. Accentuated by a huge goose sculpture – Bosie’s mascot – the feature communicates the brand story and leads to a high-tech ‘lab’ area.
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▪ Source: FRAME | https://www.frameweb.com/article/this-multipurpose-mega-store-in-shanghai-takes-experiential-retail-to-the-extreme
▪ Author: Lauren Grace Morris
▪ Image Credit: ©YUUUUNSTUDIO / ©Leaping Creative
