Global workplace solutions company Steelcase has expanded its presence in China with the opening of a new 1,200-square-metre showroom in Hangzhou. Designed in partnership with M Moser, the project rethinks the showroom model by combining workspace, hospitality and display in an immersive environment that evolves with changing work practices.

“The new space builds stronger client connections and a strategic presence, while advancing innovative work practices locally and regionally,” says the team at Steelcase (Zikoo Furniture).

Replacing an earlier facility that no longer reflected the brand’s ambitions, the new space is conceived as a “living showroom.” It supports multiple functions, including day-to-day work for employees, client interactions and hosting events. A multidisciplinary team from M Moser worked across workplace strategy, design, engineering and delivery to realise the project.

The layout is designed to transition from open and active zones to quieter areas, creating a flow that reflects the rhythm of work. At the front of house, reception, a breakout space and a display area form a social heart that encourages interaction. A bespoke feature wall, co-created by Steelcase and M Moser, reinforces the brand’s identity while offering a sense of ownership.

Inspiration from Hangzhou’s cultural and natural landscape is embedded throughout the interior. Design references to ripples and mountains, along with the use of locally sourced materials, give the showroom a strong connection to its setting.

Close coordination between design and engineering teams allowed for the integration of modular display systems and flexible lighting, enabling the space to be easily reconfigured for different needs. On-site designers worked alongside contractors to manage the project’s complexity and ensure precision in equipment and lighting placement.

The new Hangzhou showroom positions Steelcase as a strategic hub in Asia Pacific. It is designed to adapt over time, supporting both everyday use and long-term growth, while providing clients with a real-world experience of the company’s products and workplace vision.

M Moser Associates
mmoser.com