The space works to build an emotional brand connection, steering clear of stereotypical retail clichés.
Not Just a Shop is a lifestyle concept store renowned in Shenzen, China for its eclectic assortment of fashion, home and lifestyle products, collected from around the world. And so, when the owners – both well-travelled and design-conscious – decided on a new space for their next retail outlet, they decided to tread an unconventional design path. Their idea was to create an authentic brand and in-store experience for visitors and buyers, in turn promoting stronger brand recall.
To bring their interior vision to fruition, the duo engaged Yatofu Creatives, a Helsinki-based creative studio working across product and spatial design. Not only does the store’s aesthetic reflect the brand’s core values and philosophy, but there is also an artistic slant that shines through in its interior design. The 64-square metre retail space references a lot of monumental architecture and abstract sculptural forms.
Interestingly, the design challenges the density typically seen in many departmental stores. While there is a sense of consistency within the larger context, the interiors present a visible contrast to the polished and uber-finished interiors of the neighbouring stores. “Due to their nature, department stores are usually organised with a strong sense of logic, which can often become very cold and clinical. We wanted to disrupt this sense of artificial perfection by evoking emotions and memories through an artistic and sculptural approach,” adds Angela Lin, Yatofu Creatives.
The design also sought local inspiration, specifically designer Jini Chu’s research project on makeshift concrete bases and barriers and the beauty of their necessity. The display fixtures appear both artistic and with a strong sense of proportion, but also with lots of functionality built in.
To foster a sense of emotional connectivity, the designers chose to address physicality and tactility in the store’s surface treatments. They’ve covered the surfaces of the sculptural forms with a rock-like stucco material. Neutral earth tones dominate the store’s colour scheme, accentuating the rough appearance of these forms.
With a disruptive design approach, this lifestyle store makes for a unique case study in retail design.
See more unconventional retail projects in our archives. And get weekly inspiration via our newsletter, join our mailing list.
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
Suitable for applications ranging from schools and retail outlets to computer rooms and X-ray suites, Palettone comes in two varieties and a choice of more than fifty colours.
Sub-Zero and Wolf’s prestigious Kitchen Design Contest (KDC) has celebrated the very best in kitchen innovation and aesthetics for three decades now. Recognising premier kitchen design professionals from around the globe, the KDC facilitates innovation, style and functionality that pushes boundaries.
Savage Design’s approach to understanding the relationship between design concepts and user experience, particularly with metalwork, transcends traditional boundaries, blending timeless craftsmanship with digital innovation to create enduring elegance in objects, furnishings, and door furniture.
Marylou Cafaro’s first trendjournal sparked a powerful, decades-long movement in joinery designs and finishes which eventually saw Australian design develop its independence and characteristic style. Now, polytec offers all-new insights into the future of Australian design.
Leading the charge for sustainable design, X+O and Nudie Jeans are both making a statement in Brisbane and doing it with creativity and innovation.
MECCA’s Customer Support Centre stays put, but Studio Tate’s interior design has added totally new layers of colour and energy to the space.
The internet never sleeps! Here's the stuff you might have missed
By adding Muuto to its roster as Singapore’s only retailer, XTRA not only celebrates the enduring appeal of Scandinavian design – it heralds a whole new perspective on its universally appealing legacy.
The AIA Alta Wellness Haven offers the complete package for health and wellbeing away from the busy city life in Hong Kong and does it through a stellar interior design.
Dallas Rogers, Head of Urban Discipline at the School of Architecture, Design and Planning, University of Sydney, comments on the history of map-making in our cities.
In the pursuit of an uplifting synergy between the inner world and the surrounding environment, internationally acclaimed Interior Architect and Designer Lorena Gaxiola transform the vibration of the auspicious number ‘8’ into mesmerising artistry alongside the Feltex design team, brought to you by GH Commercial.