As a brand experience agency Leaping Creative was invited by bosie, the “unisex” fashion designers’ brand in china to design their largest flagship store (2000sqm) so far in the city center of Shanghai. Leaping Creative co-created the in-store customer journey with “bosie”, also a narrative script was written, which told the story of how “bosie” as an intelligent specie landed in Shanghai from space travelling. The final outcome was a retro-futurism styled store contained from fashion products to a snacks bar and a café to a pet hotel with various interactive installations for young trendy customers.
Façade
To respond to the strict building regulations in Shanghai, without changing the outline of the original building, Leaping Creative chose to cover the 40m long façade with custom-made frosty reflective stainless-steel sheets in order to reflect the busy street as well as a space-age installation attracting passing-by pedestrians.
Ground floor theme: terrain exploration For the ground floor, inspirations were drawn from space exploration equipment: conveyor belts, turbo engine etc. to create the surrealistic environment. For the ground floor layout, a café with ice cream and snack bar, and a vintage photo booth together with the fashion products were located. Designers opened up the ceiling between two floors along the central axis, the remaining beam used as a bridge to create further traffic on the 2nd floor. Due to the basement restriction, the escalator had to install onto a 1.2m height platform to connect the two floors. Designer transformed the platform with spiral steps to a spaceship base form to encourage customers to further experience.
2nd floor theme: spaceship cabin On the 2nd floor a huge screen wall formed with 92 screens and an iconic “bosie goose” welcome customers from the escalator. The screen wall metaphorically serves as the front window of the space ship, also constantly playing the animation of the brand’s story. For the 2nd floor, designers transformed the interior to a sci-fi style hi tech lab environment not only telling customers that they are inside the spaceship, but also respond to the similar style of fashion products displayed accordingly.
A pet hotel and playground were located by the window of 2nd floor, which can accommodate 2~3 small size cats or dogs daily, customers can also bring their own pets to stay there while shopping.
Leaping Creative designed various interactive installations according to the script, and made a one-to-one correspondence between installation and clothes collections. For an immersive experience, Leaping Creative also designed in-store visual elements including graphic signages, motion graphics and shopping bags, etc. On the 2nd floor for the self-help cashiers background, the designed motion graphic created an impression that as if the customers are inside a speeding spaceship during space travel.