The sensibilities of China’s middle class continue to evolve at the speed of light, and in tandem with the dynamics of this demographic’s unbridled consumption, coveted trophies are continuously introduced to the market. Founded in 2011 in the hi-tech boom town of Shenzhen, JMGO is a company specialised in nifty home audiovisual projection equipment. The company has catered to the market with a broad range of range of products for little over a decade through its online store and a nationwide network of stores, and it’s in the latter domain that it has raised its profile with a brand new flagship store in Shanghai. The first of its kind for JMGO, the retail space is cleverly positioned alongside Madang Lu, a busy shopping artery in the city’s fashionable Xintiandi area. Called JMGO SPACE ONE, it occupies a unit of 220 sqm. (2,368 sq.ft.) spread across two levels. The interior design, created by architecture practice AIM Architecture, is fully aligned with the brand’s hi-tech image and line of projectors.
In fact, the chosen aesthetic sees the store as a projection canvas. Consequently, the entrance is designed as an aperture, a focal point intentionally shrunk to be inviting without letting too much light into the interior and compromising the quality of the walls for projections. The ground floor sees six silver pods showcasing possible use of JMGO products in various settings—a bedroom, dining room, living room, office, fitness and game room. The centre of the store features an elongated table laden with merchandise and sits below a mirrored ceiling that optically adds volume to the setting. Further boosting the ‘canvas’ concept is the setting on the upper floor which sees a large uncluttered space with rounded corners which blur the boundaries between walls and ceilings. The ceiling is made up of a backlit grid with embedded tracks that allows display panels to be positioned in endless configurations across the space.
JMGO SPACE ONE
228 Madang Lu (Xintiandi)
200003 Shanghai
Publishers Note
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