Some Thoughts employed an industrial, utilitarian theme to create a straightforward shopping experience for the Bananain Shenzhen MixC Concept Store.
Key features
For Chinese undergarment brand Bananain’s Shenzhen MixC Concept Store, design studio Some Thoughts sought to do away with spatial frivolities in lieu of a more functional space and aesthetic. Borrowing from industrial environments, clothing displays resemble elements of production processes. A storage system suspended from the store’s ceiling holds extra inventory in metal boxes on a rail system. The mechanism is not merely aesthetic, but is mechanically viable to help manage and display extra inventory and mimics the production process or distribution in a factory. In line with the utilitarian industrial concept, metal is the primary material used throughout. Gravel, glue and water are also used in reference to natural elements. The store's greyscale palette is expressed with dark floors, grey walls and white ceilings with copper railings.
Frame’s take
Building in experiences in retail spaces isn’t always necessary for creating a memorable shopping trip for customers. They should only be used when they truly provide some sort of added value to the overall experience, and it's is crucial to understand what you are selling and to whom you are targeting. In the case of Bananain’s Shenzen MixC Concept Store, Some Thoughts demonstrates its understanding that people come to the store to buy wardrobe basics and undergarment essentials. A fairly straightforward mission, the bells and whistles associated with experiential retail aren’t mandatory here. The store’s layout and simple display of items enable an uncomplicated shopping experience, and the use of utilitarian and industrial motifs speaks to this directly.