Huangzhou, China – Liu Kai’s Shanghai-based cross-disciplinary studio designed this 600-sq-m multi-brand collection store to be ‘a three-dimensional magazine, a readable store.’ Magmode, a retailer that sells fashion and accessories of various designers, wanted RIGI to develop a unified, visually legible concept by which it could present itself as cohesive and coherent. In this bright, clearly organized space, the designers also explored a model that would represent the country’s retail future.
RIGI defined various functional areas of the store as if they were the different sectors of a print magazine. In line with this concept, the shop’s signature was conceived as the ‘cover’ of the brand, while the most recent seasonal ‘content’ is featured at the entrance to the store. Every display area is considered a different ‘page’ in the publication, presenting varying content throughout the space just as a magazine organizes topics across its pages.