Far Eastern Group’s new A13 department store, located in the heart of Taipei’s Xinyi district, is positioned as Taiwan’s first “smart shopping mall. A homegrown brand, Far Eastern Group commands a high level of respect in the local market. Tapping into this local reputation, the design team sought to incorporate many Taiwanese elements into the interior architecture, creating an expression of the past, present and future of the city. The development of this project began in a deep analysis of strategic market research completed side-by-side with the client. Gensler’s research of market strategy revealed that an integrated solution of branding, digital interactive content and a crisp clean interior aesthetic with localized elements would resonate most strongly with the local intended market. A warm, wooden central escalator atrium infused with digital wayfinding is the key vertical connector across the 16 floors of this tower department store. Clearly visible throughout the mall, this atrium is a reminder of all the retail opportunities available in A13. The digital wayfinding on the columns flanking the atrium animate the space, creating a dynamic, forever shifting experience, a vision of the future of Taiwan. A main highlight of A13 is the restaurant level. A nostalgic look into the past of Taiwan traditional food streets. Bringing the outdoors inside results in a unique experience that pulls the consumer out of the futuristic aesthetic of the rest of the mall. A combination of digital interactive experience and hospitality-oriented design motifs provide customers with elements of discovery and visual sensory overload. Video content is carefully designed to be coordinated with all the spaces, working to enhance all areas of A13. Visitors to A13 recognize the familiar flower and plant motifs that brighten and illuminate the many retail floors. An important consideration for the design team was to make this mall feel like an area of respite in such a busy zone of the city, incorporating many areas of rest and calm into the design. Integrated seating areas for discussion and waiting zones make this massive mall a place that visitors can spend a whole day. All these elements combined elevate the retail experience into something that is unique and different for the Taipei shopping environment. Since opening, Far Eastern Group’s A13 department store has become a premier weekend and leisure destination, a true landmark for the city.