We’ve created an elevated, ownable retail experience for Bestseller Fashion Group’s SELECTED brand in China, launched in a series of stores in Beijing and beyond.
Appealing to the fashion-forward, tech-savvy and hardworking consumer, ‘Future You’ is a premium store concept that delivers a space to connect, a space for change, a space that’s ready to dress the future you. It raises SELECTED’s profile as the destination for on-trend, quality workwear, as well as building an aspirational lifestyle around the brand.
The progressive store design seamlessly integrates technology for a dynamic, hyper-connected experience to impress China’s digital natives. This includes projections, kinetic signage and a live social media feed behind the cash desk, all bringing an exciting sense of change and ‘newness’. An innovative ‘magic mirror’ within the fitting rooms area, allows customers to swipe through products to find their perfect outfit, which once chosen can then be shared via WeChat.
Integrated throughout the store on the perimeter rails are pocket-sized screens, called ‘Debriefs’ which showcase bite-sized snippets of product information, education on materials and fashion inspiration, answering to the consumers thirst for knowledge and transparency.
The design language for the store was to create the feeling of ‘one space’, a concept designed for people, not for genders, a fluid space, creating flow between categories and reflecting the fact that Chinese couples often shop together. A single product rail flows through the whole store, symbolically unifying the space.
Around the store, a series of bold shapes are landed as VM platforms for product and as service touch points, delivering a bold simplicity and creating standout. The ‘lifestyle edit’ and ‘step-ahead’ features enable curation and inspiration. SELECTED’s fitting rooms are another one of the bold ‘landed’ shapes and now form a key architectural feature as well as a social space, as is the cash desk.