The concept of "Chinese aesthetics" has been constantly updated as new consumption brands and consumers emerge. To give a more comprehensive brand image to users, brands' interpretation of Chinese culture has progressed from product packaging design to traditional culture revival and Chinese romance experience. In such a context, offline retail offers an opportunity to implement an innovative way for these developments.
Florasis's first global flagship store, Hidden Garden, is situated near West Lake in Hangzhou. Leaping Creative conceived an immersive experiential scenario by utilizing their signature design approach, and imagined the interactive installations and display props in addition to the space. Working closely with several departments within Florasis and drawing on the brand's DNA rooted in Chinese culture, the design team innovatively blended Chinese aesthetics into a new retail space.
Leaping Creative intended to strike a balance between minimalism and sophistication to create a new retail space that conveys Chinese aesthetics while still appealing to young consumers. Meanwhile, the design team incorporated an immersive scenario into the interior, to create a distinctive offline store for Florasis.
The design team referred to the layout of traditional Chinese gardens, where a private courtyard is located in the inner area and a more open courtyard set in the outer area. By adapting this concept to the existing spatial structure and functional requirements of the store, the designers created a dynamic, interactive retail space on the lower floor, and a more tranquil space on the upper floor, which offers private experience and customized services. The two spaces are connected by a graceful spiral staircase.