A lifestyle retail space for the Jaff jewellery brand’s flagship Harbin store is on the ground floor of a heritage renaissance style architecture building built in 1921.
The objective is to give the Jaff brand an updated concept within the historical presence of the original building.
The inspiration & concept for the main room is an orangery, which is a traditional indoor garden room, reinterpreted with a parasol lit ceiling, polished plaster walls, mirrored classical orangery window frames, marble fixtures with warm accents of gold and natural wood. Product displays are unconventional using vertical wall displays with QR codes and interactive computer screens. Large central tables display Jaff’s product ranges in a contemporary way suited for their younger target market.
The bridal rotunda is an explosion of roses represented on rose relief wall tiles. The room is like bring inside a sweet wedding cake. Product is highlighted in wall showcases with vignettes of love stories.
Jaff being a visionary brand, has introduced a ‘Cakes & Roses’ café connected to the jewellery store for it’s clients to enjoy a romantic tea together in a contemporary environment of pink mirror, marble and modern furniture.
The G6E store image project will be applied to implementation and the roll out in physical stores in the future. The unique DNA of LINING need to attract the target customers. The store environment and fixtures need to communicate the differences of performance and Sport Life products.
The client is planning to open 5000+ stores in China. The store size is about 100~200m2 each, selling products all “Made in China”, including: Beverage, Wine & Food, Apparel, Shoes & Accessories, Household goods, Household electrical appliances and Electronic Products. . Only 500 brands, ranked top 3 of the subdivided industries, are AIGO International Alliance members. 50 brands are selected for the boutiques.
Concept 1: Home Sketch Store
‘Where the only things that are real are our products’ .
50 brands 2 products each; displayed in an environment of a home but only the products presented are real and the store is a sketch of a home.
This neutral back ground allows the products and brands to stand out in what would otherwise be a busy environment.
Products are highlighted on simple cubes, shelving units and boxes on walls but are embellished with printed designs that look like a hand sketched drawing.
It is a charming and engaging experience that has fantasy and is relaxed.
The furniture and artwork are all standardised for easy production, printing, installation and roll out.
Concept 2: Stripe Store
‘The red thread’ that ties all the brands together.
50 brands 2 products each; displayed in an library environment.
The bold shelving units display the products and brands in a clear logical way that relate to their use or product.
Each colour represents a category:
e.g. RED=electronics; YELLOW=house hold goods; BLUE=apparel; ORANGE=accessories; GREEN=shoes; PINK=special.
Products are highlighted within the cabinets and there is room for information (interactive) to inform the consumer on the benefits, price and functions of the products in the units and opposite walls.
The shelves are flexible for easy display and all the furniture are standardised for easy production, installation and roll out.
Customer Service areas: Back Pick Up desk and Central Information kiosks for assistance and ordering.