The new concept store of the full-house furniture customization brand SUOFEIYA is situated at one of the most popular shopping-malls in the CBD of Guangzhou.

Currently, most furniture retail stores in China display products in various sample rooms which normally requires a large scale of showroom space, which is infeasible for this project within an area of 200 sqm. However, the design team found that the core competitive advantage of a furniture customization brand does not merely lie in individual products, but more importantly in a comprehensive service system that integrates products design, manufacturing, home delivery and installation.

So the key is to innovatively convey the brand's service advantages, and to create impressing customer experience in the limited space. As opposed to the conventional practice of introducing services by salespersons, the designers tried to let installations to tell the stories.

To that end, they made use of the large column at the center area of the original space that faces the entrance, and created a rotating circular stage around it. Featuring installation design approach and dramatic expressions, the stage consists of three sections that respectively present the steps in the service process, with the first section presenting an exaggerated scene where too many articles in the limited living space yet redesign and redecoration is far from easy, so as to strike a chord with customers as they stepping into the store.