BBG-Brand Fashion Shoes Flagship Store: Redefining Fashion Retail

An Innovative Design by Zhou Wenjun

A fashion shoes flagship store with 18 years of history approached Zhou Wenjun, Design Director of 524 Studio, for an innovative redesign of their 1000m2 store. The goal was to upgrade the store's image, attract customers, and effectively alleviate the impact of online sellers. The result is the BBG-Brand Fashion Shoes Flagship Store, a unique and cutting-edge shopping experience that seamlessly blends architecture, interior design, and product.

The highlight of the redesign is the world's first and unique handrail that gradually grows up from the ground, creating a visually striking and innovative feature. Zhou Wenjun and his team sculpted a soft and flowing handrail using seamless brushed stainless steel in 3D print models and manual sculpture techniques. This handrail, made entirely of stainless steel, is a testament to the store's commitment to pushing boundaries and embracing innovation.

Another notable design element is the installation of a flowing smooth mirror on the opposite side of the stairs. This clever addition creates an optical illusion, making the stairs and handrail appear wider in people's eyes. The use of similar techniques extends to other soft-looking facilities, such as the pillars, the façade, the vases, and the checkout counters, creating a cohesive and visually stunning shopping environment.

The BBG-Brand Fashion Shoes Flagship Store also features steel sculptures of shoes that seem to jump up and kick into the wall, adding a playful and dynamic touch to the space. Real shoes were used to create models that are suspended from the ceiling, further enhancing the store's unique atmosphere. All the steel sculptures, except for their mirror parts, have brushed matte finishes, avoiding mass reflection and fingerprints. This juxtaposition of soft and hard elements creates a visually captivating experience for customers.

The redesign of the BBG-Brand Fashion Shoes Flagship Store goes beyond the physical space. Zhou Wenjun and his team also worked on the store's brand logo and visual identity system, fusing the Chinese name into its English initials BBG and using the images of four shoes as strokes of characters. This unique logo highlights the store's commitment to innovation and sets it apart from its competitors.

The BBG-Brand Fashion Shoes Flagship Store, completed in 2015 in China, has received recognition for its outstanding design. It was awarded the Bronze A' Design Award in 2016 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award is bestowed upon designs that exhibit strong technical and creative skills, contribute to quality of life improvements, and make the world a better place.

The BBG-Brand Fashion Shoes Flagship Store is a testament to the power of innovative design in the retail industry. By seamlessly integrating architecture, interior design, and product, Zhou Wenjun and his team have created a shopping experience that not only attracts customers but also sets a new standard for fashion retail.