The brief was to turn Lee Yuen Housewares’ stockroom into a customer experience-driven showroom designed to give clients — buyers for the likes of Williams Sonoma and Whittard of Chelsea — a hands-on and thorough understanding of the company’s product range. We always start any project by asking ourselves how we can improve the performance of the business. In this case, the original space evoked a back-of-house stockroom more than a showroom. Products were crowded onto generic shelving without any merchandising principles or visual hierarchy, and there was no consideration for how buyers would be able to engage with the space and the products. Due to the nature of the product development business, the client's catalogue is forever expanding and they were running out of space. The project involved auditing and reorganising more than 5000 products in order to maximise the usage of the existing warehouse space. We adopted a method of visual merchandising to display feature products and incorporated an indexed storage system with pull-out drawers for the entire catalogue. We redesigned the space to provide buyers with an immersive understanding of the company’s product range, with the chance to break out and enjoy a drink along the way. Kwun Tong can often be seen as an inconvenient outpost for buyers, so part of the objective was to make the showroom something to look forward to. We developed a series of custom joinery and fabrication items that were designed, prototyped and overseen by our delivery team. These included everything from the gallery catwalk to the merchandising units, the lobby trellis and the ceramic-clad kitchen island. We also created a test space next to the kitchen to allow the client to test merchandising strategies during meetings, and drinks and food (made using the products) can be served at the same time.