Shanghai – When an established furniture retailer in China decided to create a spin-off store to appeal to a younger clientele, they turned to Greek-born, Shanghai-based architect Kostas Chatzigiannis for its spatial execution. The Shouter – a multi-brand furniture and home decoration store in Shanghai – is baited for China’s super consumers: to be specific, its 400 million-plus millennials.
The retailer understood that appealing to the aesthetic senses of the luxury-minded generation meant the shop needed to embody and reflect the age group’s ‘unique context of living,’ according to Chatzigiannis. Of course, this seduction strategy has been used across sectors and is very well-practiced in fashion retail, but Chatzigiannis’ work supports the case for its application in the Chinese furniture-and-décor market.
The Shouter is conceptualized to be and designed to look like an outlier among its competitors. ‘The interior design tries to establish a play between the ruggedness of its materiality and the sleek aesthetic of the objects within,’ explains Chatzigiannis. Many of the objects he refers to are offered in limited editions – the content and the unconventional setting work in unison to pander to millennials’ penchant for exclusivity. LED light structures function to frame premium pieces.