© Hills House

Home grown lifestyle brands are sharply on the rise in China, and having learned a trick or two from foreign counterparts, their tactics to woo customers have become equally sophisticated. A retail space arguably remains one of the best ways to communicate one’s brand values, and that’s exactly what T·P Products has done. The emerging womenswear fashion brand has audaciously taken matters to the next level, opening a flagship store in an unlikely neighbourhood of Beijing. So-called Dashanzi 798 is in fact  a large complex of former military factory buildings alongside the highway to the airport that has become a hothouse of modern art, featuring an abundance of cool galleries and businesses related to the creative industry.

It’s here where T·P Products has secured a spot, and obviously the location strongly aims to signal the brand’s quirky position, brushing shoulders with creative talent, rather than with high street peers. The retail space measures 350 sqm. (3,767 sq.ft.) across three floors of an old warehouse whose interior has been completely stripped and built up again by Chinese architecture and design practice Hills House. Upon entering the premises by way of a protruding doorway, shoppers find themselves in a reception hall of sorts that’s defined by a concrete staircase embedded in a grain field that extends to the back of the store. This overt alignment with nature is extended throughout the store, lending the architecture a softer edge. Upstairs, the interior flaunts a sophisticated interplay of lines and planes, captured by palette of concrete, wood and steel.

All furnishings of the T·P Products store are custom-made and allow a versatile configuration of the retail space. The second floor is also equipped with a bar and seating alongside three large windows, indicating it’ll also be used as an events space. As said, the decorative grain element is present here as well, and extends alongside the second staircase which leads up to the rooftop terrace where it evolves into a house structure, the very logo of the architecture and design practice involved, and also allows in floods of daylight. The rooftop is seamless extension of the lower floors’ aesthetic, featuring similar boxy furnishings, but ones that are able to wither the elements. The new T·P Products flagship store carries the brand’s full range of women’s apparel. Location: T·P Products, Zhong Yi Lu D06-2 (Dashanzi 798).

© Hills House