Steered by lead designer Zuoqian Wang, ROOI Design & Research upgraded KIKS Sanlitun Store
「X」is a union of metaphors: it is a universal symbol representing the「unknown」and a key bond for declaring brand alliances. In Sanlitun, a fashion landmark of Beijing, ROOI Design & Research upgraded KIKS X store.
The project is a multi-brand store integrating commercial functions for brand events and retail activities. The challenge was to integrate retail, fashion brand product launches and short-term rentals into the design conception. To achieve this, we designed a modular system which is an inclusive and open platform to meet diverse market demands. The flexible spatial layout consists of modules in different scales, which can be quickly arranged or moved out of the store to adapt to the requirements of various brands. Inclusiveness and adaptability are the key points of design.
It is not a transparent shop display. Artistic design and appropriate shielding of the indoor commercial space can evoke people's curiosity and attract them to explore the store. Many shopping scenarios or occasions are created for product display. All component designs are coherent and properly express themselves, each of which indicates the best value for premium.
"It is undoubtedly more important to highlight the characteristics of KIKS store. No matter what style of cooperation brand is, or how the store is redesigned, both of them need to be integrated into the gravitational field of KIKS store. For consumers, the process of falling into the track of KIKS store is just like making a centripetal movement that is driven by curiosity."
The spatial design is characterized by a flexible layout. For example, when the show window is in a closed state, people would discover that the space is not completely opened and there is a barrier set at the eye level. And only part of the space can be seen from each angle. This approach can evoke curiosity and attract passers-by to explore the store along curved lines. The other option is to open up the wall modules that can be flexibly moved, to turn the show window into a stage fully exposed to the audience. Modules can also be scattered and positioned in space as needed. This allows commodities to be displayed on different tiers of the showcase, hence bringing people an immersive shopping experience.
Wall and shoe cabinet modules can be freely combined to achieve the prominent effect of footwear or comprehensive commodity display. Additionally, the shoe brackets can be retracted inside the wall when needed for increasing the display space. The central circular track is a guidance for display arrangement. And the variability of display combinations gives vitality to the store. Like all objects in nature, the forms are varied and clear. Their inner structure is unambiguous, allowing us to see it clearly and feel the harmony. The central emerald green marble showcase accentuates the sense of theatre. In the cashier counter, storage room and fitting room, dark gray brushed stainless steel is used to soften the visual sense and highlight the sales area. In addition, the revolving wall modules are not only subordinate to the display system of the space, but also a flexible shading system that can adopt different opening methods for different seasons and weathers. It reduces the heat from the west sun by controlling the amount of sunlight passing through the store and protect the products on display form the ultraviolet light.
The design meets the different needs of multiple brands. In terms of aesthetics, the overall design is inspired by traditional Chinese abstract painting. Because of the modular layout, the space can form a picture rolling out and showing a changeable landscape. The color applied on the surface of the weather-resistant steel plate represents the energy flowing on the surface of the sun, evoking the feeling of warmth and enthusiasm. The black galaxy-featured granite floor containing various small flecks in the background is as beautiful as a miniature of the galaxy. Standing on it, you seem to find yourself in the vast universe with numerous stars and feel a fine balance between motion and stillness.
The dark rammed earth-textured wall represents exploring unknown planets. These abstract expressions also bring infinite imagination and are not tied to a particular comprehension. The main color palette of the space consists of red, yellow, green and grey hues, which derives from the aesthetic philosophy of traditional imperial palaces in Beijing and adds more charm to the design.
A series of spaces made up of changeable modules make the light and shadow vary continuously throughout the year, so that visitors can still feel the flow of time and the change of seasons in the metropolitan world. The spatial design is an art of performance. Modules are dancing under the sunshine, showing a lively rhythm and form.
The essential components in the display area are arranged in sequence. Suspended Clothes racks, partition walls, shoe cabinets and other components can be lifted, moved on track, displaced freely and disassembled. This huge plasticity meets the diversified needs of customers.
The store can initiate better interaction and connection with the commercial environment around Sanlitun. The curved and circular elements of the design generate a strong contrast to the rectilinear-style neighbors. At the same time, it remains a pragmatic commercial space. The circular plan was challenging traditional space utilization. But we turned it into our advantage. The circular passage makes people feel more commodities approaching them when they are walking forwards. And the display of goods seems to be extended to the distance infinitely.
The goal of the design is to use modular concepts to help multi-brand retailer optimize its commercial space and economize investment budgets without losing individuality. This is an open venue for a wide range of brands promotion. Regardless of mature brands or start-ups, they will all find opportunity in this showroom and share their latest products in unique and flexible ways to escalate consumers’ perceptions.
Design Firm: ROOI Design & Research
Design Team: Zuoqian Wang, Jiaji Shen, Dan He
Construction Team: Yanlu Interior Decoration (Shanghai) Co., Ltd.
Photographer: Weiqi Jin
Video: Shiming Xiao
Copywriter: Yashu Bai