STARTER’s Beijing store embodies a fusion of American streetwear and Chinese lifestyle, emphasizing a warehouse party aesthetic in its retail interior design.
Contents
Project Background
STARTER, a pioneering streetwear brand with a 52-year history, represents not just a label but a hub for those who embrace American street culture. This culture goes beyond mere symbols and elements, embodying an open spirit, inclusivity, and the pursuit of unadulterated fun. Located in Beijing, the STARTER Hopson Hui store, designed by DAS Lab, takes “warehouse party” as its central theme. This approach aligns with the brand’s streetwise identity and explores the concept of “collision” as a catalyst for growth and excitement, offering urban youth an engaging lifestyle experience.
Design Concept and Objectives
DAS Lab aimed to create a retail space that reflected STARTER’s street culture origins and resonated with its target audience. The design draws inspiration from the DIY spirit often found in street and warehouse settings. It celebrates the rebellious and independent nature of street culture, seeking to provide a comfortable and authentic space for self-expression.
Spatial Planning and Layout
The store is divided into six functional zones: a shoe display area, a clothing display area, a brand culture wall, a cashier area, a fitting area, and a warehouse. This division creates a flow that guides customers through the store, allowing them to experience the various facets of the STARTER brand. The “warehouse framework” display system breaks away from conventional retail layouts, opting for a more spontaneous and dynamic approach.
Exterior Design and Aesthetics
The design incorporates raw materials like reclaimed wood, aluminum square tubes, and steel wires to create lighting fixtures, display stands, and seating. This approach adds an authentic, industrial aesthetic that aligns with the warehouse party concept. The shoe display area features contrasting materials like matte stainless steel and travertine, highlighted by linear LED strips, enhancing the visual appeal of the products.
Technical Details and Sustainability
The design prioritizes flexibility and adaptability. Adjustable shelves and clothing rods allow for easy reconfiguration of the display areas. The use of sustainable materials like reclaimed wood demonstrates a commitment to environmentally conscious design practices.
Social and Cultural Impact
The STARTER store serves as a cultural hub for young people, providing a space where they can connect with the brand and explore the multifaceted aspects of street culture. The store fosters a sense of community and self-expression, catering to a generation that values authenticity and individuality.
Economic Considerations
The design’s focus on visual appeal and brand storytelling aims to enhance the customer experience and drive sales. The flexible display system allows for efficient product showcasing and facilitates a dynamic retail environment.
Construction and Management
The construction process involved careful consideration of material selection and detailing to ensure the realization of the warehouse party aesthetic. The project management team worked closely with DAS Lab to ensure a smooth and efficient construction process.
Post-Completion Evaluation and Feedback
The STARTER store has been well-received by customers, who appreciate its unique design and authentic representation of street culture. The store has become a popular destination for young people in Beijing, contributing to the brand’s visibility and market presence.
Conclusion
DAS Lab successfully translated STARTER’s brand essence and street culture heritage into a compelling retail environment. The design’s fusion of American street culture and Chinese lifestyle resonates with the target audience, creating a space that is both visually engaging and culturally relevant. The STARTER Beijing Hopson Hui store stands as a testament to the power of design to create immersive brand experiences that foster community and self-expression.
Project Information:
Project Type: Retail Store
Architects: DAS Lab
Area: 120 sqm
Project Year: 2024
Project Location: China
Photographer: Wang Minjie
