We have been strategic partners with Balabala since 2009, developing the company’s brand identity and creating new store concepts. In this latest iteration, the Suzhou store design has been refreshed for the Millennial parent.

China is approaching a boom in Millennial parents, most of whom are tech savvy and highly educated, driving the luxury consumption wave in China. The “Together we grow” retail concept was designed to give the store a more grown-up look and feel, communicating the brand’s trend-setting credentials and encouraging young shoppers to experiment with their style.

The brand palette is used throughout the space in unexpected ways, playful environmental logo applications and brand shapes embedded throughout the store architecture, wayfinding and navigation. Oversized plinths, unique light features, and expressive tonal brand patterns inject fun and colour to delight and entertain the young shoppers.

The store is designed around lifestyle scenarios such as outdoors, party, daily life, campus; inspiring customers with outfits with unexpected patterns, materials and colours.

The first store in the series is located in Suzhou - which opened on 8th May 2025 - and the design concept will be gradually rolled out to thousands of stores in the brand's global regions such as China, the Middle East and South East Asia.