ALL BEINGS 上海首店位于愚园路的西起点，这条路上，城市微更新一场接一场，网红小店一家接一家。作为外来潮牌的上海首店，All BEINGS既需要一个具识别性、吸引力的亮眼形象，以便从居民楼和周边的店铺脱颖而出，宣告品牌对上海市场的野心；又需要融入社区，以开放的姿态连结品牌与消费者，拉近彼此的距离。
Located at the western starting point of Yuyuan Road in Shanghai, the first All BEINGS store in Shanghai is designed by ROOI. The design team uses a rotating wall and suspension rod to create a visual effect of line and surface intersection, density and order, and expand the sense of space while constructing an optical illusion by using rich mirror materials.
In September 2021, the concept store KIKS Beijing made its debut with a sales exhibition of All BEINGS (a local trendy brand) as its first appearance after completing its store upgrade. The store design team ROOI gave the space a blank space that was filled by All BEINGS with its own genes – animal patterns wrapped around the partition panels, and the “KIKS” logo at the entrance was also wrapped with colorful “All BEINGS” labels.
This exhibition and sales opening event fed back to the financial reports of both KIKS and All BEINGS, which also brought ROOI and All BEINGS together. In August 2022, All BEINGS’ first store in Shanghai opened, and its store was also designed by the ROOI team.
The All BEINGS store is located at the western starting point of Yuyuan Road in Shanghai, which is considered by the brand founder to be “the most Shanghai-like place.” On this road, urban micro-renewal projects happen one after another, and internet-famous small shops open one after another. As the first Shanghai store of an outsider trendy brand, All BEINGS needs a distinctive and attractive eye-catching image to stand out from the residential buildings and surrounding shops, proclaiming the brand’s ambition for the Shanghai market. At the same time, it needs to integrate into the community, connect the brand with consumers in an open manner, and draw them closer together. Based on this, the ROOI design team “retreats to advance.”
The final All BEINGS store does not “invade” the road like its “neighbors”, but instead retreats inwards to create a small public space, leaving a corner of “breathing space” for the narrow sidewalk. The four-sided red wall-like structures are extremely visually impactful. They grow from the central column and extend outwards, breaking the original facade order of the building, breaking free from the cracks in the city, proclaiming the brand’s hospitality: it welcomes nearby residents and consumers to rest and gather here, providing shelter from the wind and rain when necessary… This gray space, about 2m wide, can be used as an “exhibition board” for walls, ceilings, and floors, and is wrapped in the brand’s seasonal patterns, becoming an interactive exhibition, a walk-in window, and a photo studio that can “make a picture”, conveying brand culture in a more interactive way and promoting cross-promotion between online and offline “exhibition” audiences.
As a cross-border team composed of architects, space designers and clothing designers, ROOI is more likely to think from the perspective of the “principal” when designing retail spaces, subtly dismantling the brand genes into the space. “Genderless, ageless, no formal constraints, no style limitations”. All BEINGS, as its name suggests, embraces “inclusiveness” and “everyone can” as the core of the brand.
This store, which is only about 80 square meters in size, uses cement gray and white as its main colors, giving the space a growing blank space with neutral colors, encompassing the brand’s “thousand things”. At the same time, red, blue, green and yellow, taken from the VI colors, are embellished in the space, expressing a state of excitement, high spirits, positivity and energy in a more detached and flamboyant way – this is the emotion the brand hopes to bring to Yuyuan Road. The existence of the rotatable partition allows each person entering the All BEINGS store to become the subject of defining the space, adjusting its shape and flow line. This clever idea is consistent with the brand’s emphasis on “everyone can”.
In the era of widespread online shopping, physical stores, as a powerful medium for brand “scenario marketing”, their design is not just about space, but more like a “curation”: using goods as props, lifestyle as a scene, curating purchasing needs and exhibiting brand tonality. What the ROOI team, who is deeply involved in retail space, has built in the All BEINGS store design is the integration of commerce and curation. They hope to create a unique sensory experience through store design, allowing it to flexibly change, be a “retail store” in peak season and a “media house” in off-season, using constantly updated interactive ways and continuous output of brand culture to deeply implant users’ minds.
Project Information:
ALL BEINGS 潮牌店
Commercial Space、Retail Space、潮牌店
上海市长宁区愚园路1429-1楼101室
ROOI 诺亿
80 square meters
Micro-cement、Mirror、Latex paint、Custom steel pipe
SFAP
