Experience-driven retail design by FARNEAR DESIGN for A.H. Beard, redefining mattress showrooms with a focus on curated spaces and immersive experiences.
Contents
Embracing the Essence of Sleep: A New Retail Paradigm
Steeped in a century of Australian craftsmanship, A.H. Beard has consistently prioritized quality sleep. This commitment extends beyond mere product creation; it’s an art form. FARNEAR DESIGN, led by Justin Jia Huainan, has translated this ethos into a compelling retail experience for the brand’s flagship store in China. Departing from conventional showroom layouts, the design introduces a curated, “exhibition-style” approach, blurring the lines between retail, art, and cultural immersion. This innovative retail design trend creates a dynamic, engaging environment where customers can truly connect with the brand’s values of natural materials, healthy sleep, and luxurious comfort.
A Journey of the Senses: Curated Spaces for Immersive Experiences
The store’s design masterfully guides visitors through a sensory journey. From the sweeping curve of the entrance, where large glass panels dissolve the boundary between inside and out, to the carefully placed natural elements beneath the grand stone wall, every detail contributes to a sense of arrival and tranquility. Symmetrical, semi-circular partitions create a sense of ritual and anticipation, drawing visitors deeper into the space. The interplay of light, color, and gradient forms directs the eye to the showcased bedding, inviting exploration and interaction, key elements of this innovative retail design trend.
Materiality and Form: A Symphony of Textures and Light
Within the elongated space, curved partitions create intimate “micro-environments” for each product display, fostering a sense of discovery and focused attention. These small zones, designed for flexible showcasing of new collections, allow the brand to continuously evolve its presentations and cater to a diverse clientele. The innovative retail design trend extends to material choices, with wool felt and gradient blue silk partitions echoing the handcrafted quality of A.H. Beard mattresses. Illuminated walls mimic the mattress form itself, showcasing the natural fibers and inviting touch, further enhancing the atmosphere of tranquility and luxurious sleep.
Connecting with the Cosmos: Nature, Art, and Cultural Resonance
The ceiling, punctuated by strategically placed spotlights mimicking a starry night sky, connects the space to the vastness of the natural world. This integration of nature, art, and cultural references fosters an emotional connection with the brand’s core values, crucial to this innovative retail design trend. The hospitality area, nestled at the end of the visitor’s journey, offers a moment of respite and a continuation of the sensory experience, complete with a vintage wooden cabinet housing a coffee machine, adding another layer of warmth and sophistication.
Redefining Retail: A Holistic Brand Experience
FARNEAR DESIGN’s founder, Justin Jia Huainan, describes this innovative retail design trend not as a superficial exercise in style, but a fundamental shift in how retail spaces function. He emphasizes the importance of aligning design with the brand’s core values, creating environments that are both novel and authentic. The A.H. Beard flagship store embodies this philosophy, offering a holistic brand experience that transcends mere product display, fostering a deep emotional resonance with customers.
Project Information:
Project type: Showroom
Architect: Justin Jia Huainan, FARNEAR DESIGN
Project Year: Not specified
Country: China
Main Materials: Marble, nano fingerprint-resistant stainless steel, imported wallpaper with UV printing, ceramic tiles, gradient art paint, soft film ceiling, custom lighting installations
Photographer: ingallery
