Soufeiya Workshop Concept Store

Designed by: Leaping Creative
For client: SUOFEIYA Floor area: 200.00 M² Year of completion: 2018
Submitted for: Single-Brand Store of the Year

Suofeiya7
© Zaohui HUANG, 20Animagis

About the Project

The new concept store of the full-house furniture customization brand SUOFEIYA is situated at one of the most popular shopping-malls in the CBD of Guangzhou.

Currently, most furniture retail stores in China display products in various sample rooms which normally requires a large scale of showroom space, which is infeasible for this project within an area of 200 sqm. However, the design team found that the core competitive advantage of a furniture customization brand does not merely lie in individual products, but more importantly in a comprehensive service system that integrates products design, manufacturing, home delivery and installation.

So the key is to innovatively convey the brand's service advantages, and to create impressing customer experience in the limited space. As opposed to the conventional practice of introducing services by salespersons, the designers tried to let installations to tell the stories.

To that end, they made use of the large column at the center area of the original space that faces the entrance, and created a rotating circular stage around it. Featuring installation design approach and dramatic expressions, the stage consists of three sections that respectively present the steps in the service process, with the first section presenting an exaggerated scene where too many articles in the limited living space yet redesign and redecoration is far from easy, so as to strike a chord with customers as they stepping into the store.

What’s unique about it

a. The brief is to build a new concept store for the furniture customization brand that aims to explore a new mode of experience in the ever-maturing industry in China. The target consumers are the young generation who start to purchase and decorate their own living space and those who tend to seek good consumer experience. Coordinating store concept, visual identity, collateral materials, floor planning, installations, and marketing strategy, the design team came up with the theme of “WORKSHOP” based on its core idea of "experiencing first-hand, participating together and inspiring mutually".

b. The designers added "Panel Library" area and "Sharing and Learning" section in the space to spark inspirations through communication and interaction.

c. Three special storytelling sample rooms were designed based on common scenes of urban life. While the intersection angle of the three showrooms forms a triangular area, which features a blue corner with bubbles, pleasant fragrance and audio effects, making it a bonus space. Its arc-shaped wall and the round window echo the circular center stage outside it.

d. The store window display refers to the door-opening motion. The cabinet door panels in the front keep moving to reveal the video screens randomly. The videos keep playing the life scenes of different family types in turn. Therefore, the designers hope to convey the connection between quality lifestyle and the products both provided by the brand.

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© Zaohui HUANG, 20Animagis

An Innovative Concept Store to explore a new mode of experience in the ever-maturing industry in China.

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© Zaohui HUANG, 20Animagis

As opposed to the conventional practice of introducing services by salespersons, the designers tried to let installations in the space to tell the stories.

Suofeiya3B
© Zaohui HUANG, 20Animagis

As opposed to the conventional practice of introducing services by salespersons, the designers tried to let installations in the space to tell the stories.

Suofeiya1
© Zaohui HUANG, 20Animagis

The first section of the rotating stage presenting an exaggerated scene where too many articles in the limited living space yet redesign and redecoration is far from easy.

Suofeiya4
© Zaohui HUANG, 20Animagis

A "Sharing and Learning" section in the space to make the store an "inspiration station" that spark inspirations through communication.

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© Zaohui HUANG, 20Animagis

When pushing the handles of cabinet drawers on the stage, cards with storage tips would come out.

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© Zaohui HUANG, 20Animagis

Storytelling sample rooms that were designed based on common scenes of urban life, including a walk-in closet for girls who are enthusiastic about shopping.

Suofeiya8
© Zaohui HUANG, 20Animagis

A triangular area that features a blue corner with bubbles, pleasant fragrance and audio effects, making it a bonus space.

Suofeiya9
© Zaohui HUANG, 20Animagis

The store window display installation refers to the door-opening motion. The cabinet door panels in the front keep moving back and forth to reveal the video screens randomly.

Credits:
LEAPING CREATIVE

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