A UNIQUE CONCEPT BUILT ON VISUALIZATION
CHINA RETAIL TOUR
We have already seen time and time again that nothing stops Chinese retail designers in their quest to create new experiences. A retail tour in China always exposes us to concepts that are totally new in their approach, be it through the customer journey, the technology involved, the storytelling, etc.
A REINVENTED SPA CONCEPT
In January 2019 in Danyang, the Hip-pop Design Team studio wanted to reinvent the spa experience. In this 2,000 m2 space, we find ourselves transposed into an imaginary universe. Contrary to the codes of the traditional spa, we do not find a luminous and warm atmosphere, using noble materials.
PSYCHOTHERAPY AS INSPIRATION
The creators were inspired by Freudian concepts to achieve a waking dream state. The studio uses projections, reflective or glass walls to create optical illusions. The aim is not only to relax the body but also the soul.
TECHNOLOGY AT THE SERVICE OF ILLUSION
It is these illusions that will allow customers to escape from their daily lives. In contrast to conventional treatment institutes, this spa is plunged into darkness. It is only the projections and lighting that bring light and control to the experience.
Wood is also very present and brings warmth to this phygital experience.
The concept in video:
The in-store experience has become a focal point that allows stores to differentiate themselves and bring a plus to their customers. For this spa, it’s an opportunity to bring a unique and fresh perspective on relaxation.
For the retailer, the challenge is to demonstrate that the store is not obsolete in the face of the rise of e-commerce. Whether it is through the creation of a community, entertainment, a show, a discovery, the store must prove that it has more to offer than the comfort of online shopping. It can also be a great means of expression and communication, as here with the ZAK IK concept:
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