Shenyang, China – It almost goes without saying that retail has become only one facet of retail spaces. As a survival reflex, so many brand and companies are opting to incorporate auxiliary areas – event, exhibition and food-and-drink are just a few – to win over consumers that swear by same-day shipping and free-returns services. And if not? Their future is precarious.
The makers behind multi-brand retailer TGY carefully considered their strategy before enlisting Ramoprimo to design a 600-sq-m store in the Chinese city of Shenyang. Naturally seeking to give their business a solid foundation, they decided to diversify and brand the shop as a ‘meeting place’ for fashion-lovers – the spot wields an impressive list of functional titles: curated retail environment, flexible event area, temporary exhibition gallery, beauty centre, photo-shoot location, café and flower shop. The design concept, to embrace these needs, was for a dynamic store based on the idea of movement.