Galaxy Command HQ of ACG: A Unique Brick-and-Mortar Experience for ACG Fans

Introducing E-Muse's Flagship Store

E-Muse's online store has been a go-to destination for ACG enthusiasts, but they wanted to explore new ways of engaging with their customers and reaching a wider audience. With this in mind, they partnered with Rich Honour International Designs Co., Ltd to create a physical space that would bring the world of ACG to life.

The designers took a narrative design approach, embracing contextual marketing to craft an imaginative environment for ACG lovers to explore. The store is divided into five distinct zones, each offering a different experience for customers.

The journey begins in the lobby, where a feature exhibition sets the stage for the ACG universe. From there, customers move to the reception area, where they can receive personalized customer service. The Armament Centre showcases accessories from various characters, while the Muse Room serves as a transitional space, allowing visitors to change their outfits and alter their personal identities within the ACG world. Finally, the outside area is a multi-reflective tunnel city, creating an atmosphere of multiple universes where time and stories overlap.

The design of Galaxy Command HQ of ACG incorporates manga graphics and reflective materials to create an unpredictable and immersive environment. The use of solid colors adds visual tension, creating a sense of confrontation with other universes. This design not only enhances the shopping experience but also emphasizes the social attributes of the store as an ACG retail shop.

Located on the first floor of a shopping mall in Taipei, Taiwan, Galaxy Command HQ of ACG spans a total area of 232 m2. It offers ACG fans a physical space to connect with their favorite IP providers and discover new products.

The project, which took place from October 2020 to May 2021, involved extensive research on ACG culture and the desires of ACG enthusiasts. The designers aimed to create a space where imaginations could become real, celebrating the unique personas of ACG fans.

The narrative design method presented its challenges, requiring consensus with the owner on contextual marketing. Understanding the target audience's age range, gender, and internet behavior was crucial in creating an experience that would have a positive meaning and no longer be seen as a devalued subculture. Through these efforts, the designers were able to achieve E-Muse's brand goals and provide ACG fans with an unforgettable retail experience.

Galaxy Command HQ of ACG has been recognized for its creativity and ingenuity, receiving the Bronze A' Design Award in the Interior Space, Retail, and Exhibition Design category in 2022. This prestigious award honors designs that incorporate best practices in art, science, design, and technology, contributing to improvements in quality of life and making the world a better place.