Retail design agency Dalziel & Pow has created an elevated retail experience for Bestseller Fashion Group China’s “Selected” brand.
The new premium Future You store concept is to be launched initially in a series of stores in Beijing, delivering a space “ready to connect, change, and dress the future consumer”. The design is an attempt to raise Selected’s profile as the destination for on-trend, quality workwear, as well as building an aspirational lifestyle model around the brand.
Integrating a dynamic, hyper-connected experience to impress China’s digital natives, the store includes projections, kinetic signage and a live social media feed behind the cash desk to evoke a sense of change and “newness”. A “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.
The design language for the store was developed to create a feeling of “one space”, a concept designed for people and 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.
Selected’s fitting rooms form a key architectural feature as well as a social space, as is the cash desk. There are also separate shop-in-shop areas for Chinos and Denim, enhanced by miniature screens detailing fit and fabric qualities.