Eason Zhu is the founder of Fununit Design & More, a multidisciplinary design studio based in Hangzhou. In this interview with FRAME, he discusses the rise of hyperlocal design in the hospitality and retail sectors, how he’s integrating this approach into his work, and how his experiences outside of China have fed his increased appreciation for the ‘local’.

Hospitality providers are utilizing a hyperlocal design approach to create more authentic experiences for guests. Could you speak on this trend?

EASON ZHU: The concept of hyperlocal design involves deeply integrating projects into the local culture, making them a natural part of the community rather than an abrasive outsider. The future of branding is hyperlocal, and it is a design trend that is relevant regardless of place. It serves as a strong point of connection concerning various factors such as the venue, narrative, materiality and so on. For example, major brands like Starbucks employ hyperlocal design tactics to adapt to different regions, seeking to deliver a multicultural experience to customers. Before creating a space with a strong sense of experience, there should be an upfront effort to strategize and position it within the given context. Ultimately, the space will naturally evolve and form based on various factors.

Eason Zhu.

How does it play a role in your work?

The hyperlocal design approach played particular importance in the design of the Shanan Hotel. I remember the first time I walked deep into the bamboo forests in Anji, China, a few years ago marvelling at the beauty and serenity of the mountainous location. The old houses and cottages that once stood have now become a destination for guests from afar. With the hotel's conception, we needed to deliver those same feelings that I experienced to guests. In the early stages of design, we conducted thorough research and site surveys in Anji, with hyperlocalization mainly reflected in material choices and interior design. The hotel's architecture is settled on the mountain in a rich and diverse climate with lush bamboo and trees, and a panoramic view of the distant mountains, leaving as much space as possible to integrate and emphasize the surroundings. Local materials like stone, bamboo and old wood are also incorporated into the project, combined with the emotional expression of the interior design, we aim to create a space that seems to have grown out of the local soil.

Cover and above: A hyperlocal approach drove the design of the Shanan Hotel in Anji, China. Fununit Design & More sought to integrate and emphasize the surrounding landscape through material choices like stones, bamboo and old wood.

This trend isn’t limited to hospitality but has also proven a relevant asset in retail design. How can a connection to the local help craft a holistic retail experience? 

Currently, an increasing number of fast food-type commercial space designs are replicated and dropped into malls and streets across different cities. Though this ensures that brands deliver a universal experience, a localized design approach can achieve progress towards fostering better relationships between brands and customers. This is, however, less straightforward in a retail context where it is instead about continuously connecting with the consumers throughout the purchasing experience. Studying the space's context and the behaviours of its inhabitants will undoubtedly allow fast-paced commercial retail projects to enhance their experiential quality and resonance.

Why do you think this force of hyperlocal design resonates with brands and users across the retail and hospitality sectors?

Hyperlocal design allows brands to explore local culture, history and characteristics to create a unique experience, thus establishing a distinctive brand image in consumers' minds. By integrating local cultural elements, brands can better connect emotionally with local consumers, enhancing the perception of their identity and thus increasing customer loyalty. Contemporary consumers increasingly seek unique and personalized (shopping) experiences. Hyperlocal design provides this kind of distinct experience, meeting users' desire for novelty and individuality.

LED screens displaying the 24-hour transformation of clouds in the sky, synched with real-time, are central to the design of the Skypeople Shanghai Store, inviting visitors to enjoy nature in an urban setting.

You received your design education abroad. How do you think this plays into your affinity for the ‘local’?

Reflecting on my time studying and working in London, under a Western education model, I learned the absolute importance of local research in a project, which is always the first step in any project initiation. While gradually learning and understanding Western architecture and contemporary art, I realized that Chinese culture is still the most crucial tool for a Chinese designer. Therefore, upon returning to China, while working within the framework of Western construction and contemporary art expression, I began to reintegrate Eastern thinking and material research.

For jewellery brand Mozart’s retail space in the Ooeli complex in Hangzhou, Fununit Design & More prioritized the use of tactile elements to balance the hardness of the jewellery’s metal and gems.

What other major trends are currently most salient in the spatial design world?

Design trends can also manifest because of business strategy. For instance, utilizing AI as an auxiliary tool can be quickly integrated into the design team's initial operational phase, continually feeding it to uncover more unknown possibilities. Alternatively, it could be the change in young people's lifestyles, transitioning from merely appreciating art spaces to interacting with them, or even becoming part of the re-creation process or the artwork itself.