It was in 2014 that I encountered with Mr. Zhang Yin, the founder of the "WU ", when I transformed his contemporary MOMA residential space. In 2019, we, now, have become good friends and then business partners from merely two sides in the deal. More interestingly, what we have been doing is to make our respective consumer groups pay for the design. WU definition [WU], the name has implications in four characters of different tones of WU in Chinese -- wū (means habitat), wú (means limitless), wǔ (means five senses), wù (means objects), which represent the brand's exploration in the origin of all things and its infiltration in four dimensions of lifestyles to build diversified high-quality life. All of these mesh with our designing thinking. Future•Wū is habitat The project is located on the 1st floor of the street side, in Sanlitun Tongying Center of Beijing. We believe that the "WU" 2.0 brand space has unique connotation. Only with a combination of its presentation form, the development of the story line, the popular elements and the elapsed time, can it fully erupt its potential. Cramming design produces little effect to impress the current consumer group. We are of the view that, experiences should certainly be involved into the marketing and creativity in the commercial module. Design integrates men's dress etiquette into the space and outfits by revolving around the natural and minimalist style, blending the mood of "Yuppie" and the "Dandy fashionable gentleman". In the space, we used the natural characteristics of the whetstone material for display. The raw stone is a preservation of traditional memory, and at the same time, the metal materials we choose reminds people of the totally different sense of hi-tech. We hope that consumers, after walking through the whole space, will break the traditional and monotonous display mode and use the scene to enhance the interaction, and then associates with the future technology while enjoying the traditional memory. Such consumption space will be more in line with the aesthetic standards of the new generation instead of being quickly outdated in the future. Wú is limitless We would like to present a "time tunnel" across the future by erasing the boundaries of the product's definition, utilizing the geometric patterns and lines coupled with the rational cold-tone light source and the false or true artistic scene created by mirror reflection in the space and the custom-made arched light belt. Located on the 1st floor of the mall, the store, on the street side, has two front and rear entrances and exits, which just connect the "time tunnel" and extend the interior space. Besides, a designed dancing lion with a sense of science and technology is endowed with the concept of three capsule cabins (fitting room) shuttling through the tunnel. Coco Chanel once said: "Fashion is architecture: it is a matter of proportions." In this regard, we adopt the form of module to make each function zone mesh with each other instead of being isolated in the proportion setting of the rest area, the front desk area, the fitting room and the clothing display area. In the design, we produce an arc operation room which combines the front desk area with downplaying function and the rest zone. This is the center of the entire flow space. On back side of the entire space, it satisfies consumer’s purchasing and service experience without influencing the whole dynamism. The top light slot is designed to correspond to the position of the product. The track halogen light is fixed to the ceiling, leaving the focus on the clothes. By adjusting its angle, the light and shadow dance in rhyme. The saturation of the light and the interlacing of the mirror surface give the space a sense of tension, while showing the best quality of the clothes The three space-capsule-style fitting rooms at the center of the space gathers the most moving lines. Consumers can get the clothes they want and go directly into the cabin for "upgrade and transformation". For customers’ convenience, a circle of storage bins for mobile phones and belongings is also set in an ergonomic position on the bulkhead. Besides, circular windows at different positions on the top of the capsule can ensure the air circulation and the real experience of the consumers. Wǔ is sense We always believe that consumers are the most important elements. The thing that can impress consumers and stimulate them to experience the brand by purchasing the item is the material which can trigger their tactile and visual perception in the space, recall memory and emotions. In designing the brand of Wu , we sort and applied five business logic: 1. Learn more about Party A: the genius loci' displayed in the commercial space design actually means the methods of operation. That is to say, the commercial space design comes into being only when the operation is needed. The consumer traffic can create brand value, and the space orientation (the intersection of moving lines, stops, nodes of purchase process) can stimulate consumption excitement. 2. Backward design: good commercial design follows a backward process from the profit model and future product content to the display space, so that it can give consumers the cognitive psychology suggesting positive transactions in such a scene model. 3. Create value: the emotional appeal of commercial purchase is becoming one of the standards for consumers to measure a brand and a space. Compared with the pure material demand, the value label behind the product wins more attention. In the new applied space scene, consumers are no longer willing to pay only for the use value of the goods themselves, but attach more importance to the emotional premium brought by space. 4. IP implantation: the underlying business logic of consumption is the identification of value symbol and clarity provided for the target consumer groups. A complete commercial design, with space as one part, is integrated into the brand's SI system to complete the product promotion plus consumption orientation. 5. Futuristic space: This is also a new attempt of CUN DESGIN (a design team), which is actually more like a scene device. It can be understood as a practical model for our future business research. The spatial form is to complete the exterior design, and then explore the possibility of buying habits and feelings of "new" consumers. Business•Wù is object What sort of space is presented by "Wu"? Why are these people willing to come here? How is the men's wear brand here? If the completion of the project can arouse curiosity, then I think the purpose of design has been achieved. In fact, from the business logic to the product itself, what the business brand creates is a universal atmosphere that everyone can feel and accept. I think it is a more experimental and future-oriented business form.