With it's striking iridescent archways the store aims to connect to teenagers looking for a more expressive and colorful approach to cosmetics. And in line with the teens shopping behavior, the store introduces ample room to interact with social media to facilitate online to offline shopping. B+Tube collection of beauty products ranges from skincare, make-up, travel and lifestyle products, all focused around the idea of freedom of expression. The brand wanted to introduce a new and young attitude to the cosmetic retail landscape, aimed at teenagers and asked Storeage to design a store concept that was fitting the brand and would integrate different ways of shopping. The design pays tribute to an old Chines proverb of the mouse that fell into a rice jar. It is the analogy of being fully immersed in all the choices the brand wants to offer teenagers to express themselves. Translating that freedom of expression into design, Storeage chose iridescent perforated steel as the eye-catching material throughout the space. Applying the iridescent to a cathedral like structure in the centre of the space the agency organized the lay-out around 3 basic principles of cosmetics: cleansing, foundation and make-up. Each direction comes with an education center, with tutorials and videos, illustrating how to best apply the different products and in return allowing consumers to shop complementing ones from these videos for alternative expressions or better suited products for their skin. With it's double layer of perforations, walking inside of the cathedral, feels like being immersed in colorful water, another hint at the abundance of choice this brand has to offer. As Lisa Yu, the founder and CEO of B+Tube puts it: “We want to encourage a younger Chinese generation to expression themselves in whatever shape or color they prefer, yet never at the expense of a healthy skin.” Following this thinking the perimeter of the store is rather clean and laboratory like, using brushed metal and white corian. It emphasises the fact B+Tube will not carry any cosmetic or skincare brand without doing it's proper research on the effect of those products on your skin. The store measures 218 sqm, and the center archway takes up roughly 33% of that. The perimeter of the store features a private, in person consultation room and a beauty bar, with the iridescent circles floating above it. Towards the front of the store the travel products are presented. “The product, the information, the experiences, the enjoyment, everything about beauty is rushing you from all, surrounds you and spoils you, continuously. As if you drown in beauty. So even when leaving this store, the consumer will feel inspired to live life full, in whatever way or fashion they fancy." Kang Li, the director of Storeage China adds.