Global flagship store X11 / BloomDesign


Global flagship store X11 / BloomDesign

facade.  Image © Haha Lu© Haha Lu© Haha Lu© Haha Lu+ 32

facade.  Image © Haha Lu
facade. Image © Haha Lu

Text description provided by the architects. It is China’s largest toy collectible store with the most diverse product categories. The key to the design was to create spatial experiences and styles that meet the preferences of young consumers. After discussion, the customer and the design team agreed to bring differentiated and unique experiences to the store. The store is a two-storey space, located on the ground floor and in the basement of a building and occupies a total area of ​​over 2,000 m². She collects toys of all categories all over the world. The design team hoped customers would be shocked at its diversity and “breadth” beyond the physical level.

© Haha Lu
© Haha Lu
© Haha Lu
© Haha Lu

5 storey blind coffered facade. The design team renovated the 5-story facade of the building where the flagship store is located. Taking advantage of the large scale, the designers created a brand new 5 storey facade which consists of many “blind boxes”. The facade also functions as a neat and tidy wall of LED lighting to reinforce the store’s visual identity on the street, helping to attract passers-by to explore the interior. When the lights are on at night, each light box forms distinct pixel patterns, expressing the brand’s attitude well.

© Haha Lu
© Haha Lu
© Haha Lu
© Haha Lu

“X Ark” – rebirth after the end of the world. To create a space for storytelling and experience, the design team chose “X Ark” as the theme and adopted spatial narratives to tell a story that when the universe collapsed, a scene of ” rebirth after the end of the world “was in fact rebuilt. “X Ark” is a haven for beauty, a spiritual ark for Generation Z, a dream destination for young people, and a forward-looking, diverse and ideal ACGN world built on an apocalyptic wasteland.

© Haha Lu
© Haha Lu

Cyberpunk and wasteland aesthetic. In order to break the independence of the two floors of the space and maximize the integrated brand experience, the slabs on the ground floor were removed to connect it to the basement, in order to extend the space towards down and make it more gorgeous. After the demolition and stripping treatments, the existing reinforced concrete beams and columns are exposed and preserved, thus restoring the original structures. After the reconstruction, the silver matte stainless steel and exposed gray cement, complemented by lighting and media device with a sense of technology, reveals a strong cyberpunk style and looks cooler, more trendy and futuristic.

© Haha Lu
© Haha Lu
© Haha Lu
© Haha Lu
© Haha Lu
© Haha Lu

Full height shelf with a sense of volume. The 6-meter-high shelf visually integrates the two floors of the space and becomes an instagrammable stage and art installation in the store. It appears to rise from the ground and extend upwards, creating a dramatic, futuristic, sci-fi, and mysterious visual effect. Additionally, the clear glass deck blurs the physical boundaries of the two-story space, sparking the interest of guests to explore it.

© Haha Lu
© Haha Lu
© Haha Lu
© Haha Lu

Exclusive “X Time Tunnel”. The long and distinctive “X Time Tunnel” is endowed with a sense of technology and seems bound to the future. Consumers can explore different scenes through the tunnel doors, as if indulging in an endless display of comics and animation.

© Haha Lu
© Haha Lu
© Haha Lu
© Haha Lu


About Johanna Gooding

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