June 09, 2022 - By Promostyl

(SO)What: an immersive, multi-sensory travel

Faced with new players in the sector and changing consumer habits, brands must adapt to the new codes of retail. Many brands are therefore transforming a simple shopping experience into a real immersive journey combining sales and exhibition space.

(SO)What is a concept store located in Chengdu, a city famous for its operas. This committed multi-brand has the slogan "Don't know, Don't care", which represents the independence and the freer character of today's woman, affirming that each woman can find her own style of clothing.

To achieve this, the architectural firm Various Associates created storytelling for the shop based on the theme of an opera stage mixed with the avant-garde world of the concept. The fitting rooms are located on either side of the shop to illustrate the artists' dressing rooms. The space is open with large windows overlooking the street, making a spectacle of itself to all passers-by like the opera stage.

For an optimal customer experience, the concept store offers an extraordinary shopping experience that is both immersive and multi-sensory. Giant screens are suspended and rotate with visuals that change according to the mood of the collections, representing the stage set. This modularity allows customers to experience a sense of infinity in the shop. Clothes hang from illuminated stainless steel rods, swinging as customers pass by them. The music is also selected to make the atmosphere even more fantastic.

The aim is to reduce the need to renew decorations and to be able to modulate the interior of the shop infinitely. The place regularly hosts events such as conferences, fashion shows, and product launches.