Experiential retail and hospitality design may be a global trend for a while now, but nowhere else has it reached the evocative level as in China. Menswear brand Wu has expanded its retail network with a fourth boutique in Beijing, and this time a location was picked at Sanlitun, one of the city’s most fashionable shopping zones. Situated at Topwin Centre, a large mall and hotel complex, the store occupies a 150 sqm. (1,615 sq.ft.) ground floor unit, featuring an interior design by Chinese design and real estate practice Cun Design. Interestingly, the rectangular space has front and back entrances, making it an evolving corridor or passageway as you advance through the premises. Suspended and backlit slabs of rock line both walls, featuring sleek shelving and clothing racks. In stark contrast, the entire store comprises smooth white surfaces, captured by sci-fi inspired furnishings, fixtures and lighting. The store design is anchored by a semi-circular sales counter on one side, and three fitting room pods on the opposite side. Situated on an elevated platform, the pods come with a recessed round storage space for cellphone and personal belongings, and round windows on ensure ventilation and vivid feeling of capsule. The Wu store carries the brand’s full range of men’s apparel and accessories collection.
Wu
Topwin Centre, 1 Nan Sanlitun Lu (Sanlitun)
100027 Beijing
Telephone: +86 10 56030246
Publishers Note
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