Given that product display is seen as the center of gravity of any commercial space, we propose a multipurpose, interactive, and interesting display structure as our first entry point.

Innovation: Super Seed is a plant-based skincare brand priding itself on its cutting-edge technologies and competitive research assets. We therefore tried to associate its new store space with “technology,” “laboratory,” and “extraction of seeds,” establishing for it a rigorous, definitive image.

In this project, we turned our attention back to product display, the essence of a commercial space. Envisioning a retail method different from packed shelving units, we installed 168 movable, semitransparent acrylic boxes as the main display carriers.

To ensure the lifting system was secure and visually smooth, after multiple sample tests, we chose a blend of steel ropes and stranded wires instead of steel casings as the system’s hanging components and 20 mm/s as its moving speed.

Creativity: They are programmed to move vertically under two modes: the static mode, in which the boxes are lifted or lowered to one of three height options; and the dynamic mode, in which one of seven action paths is selected. The display system can therefore satisfy diverse exhibition needs while allowing more interaction between consumers and products. It challenges the divorce between fixtures and furnishings in traditional spaces by softening the borderlines between itself and the walls, floor, ceiling, and lighting. This novel installation redefines the formal expression of the functionality of shelves, producing a unique spatial experience.

Functionality: Next to the product display area are five “labs” where consumers may closely observe the products. Different forms of metal counters and showcases accentuate a calm and an orderly atmosphere.

In terms of materials, we used large areas of luminous acrylic and sheet metals to obtain a high-tech, futuristic design. Meanwhile, we incorporated different ways of exhibiting plants. Along with a moderate amount of wood and fabrics, we added a romantic touch to this generally utilitarian space.

Sustainability: F.O.G. has a deep thought regarding the sustainability of retail spaces and tried to achieve the sustainability of projects through creating a high degree of spatial flexibility. For emerging brand space, especially in China, the use of a brand for a store is not limited to regular product sales. The space also serves as a venue for various activities and brand promotion. Meanwhile, there are uncertainties in product display requirements due to the period of rapid iteration and continuous innovation, brands need to update the display of products from time to time. Therefore, we need the space is flexible, Therefore, we hope that this space is flexible, which can accompany brand growth and be changed according to brand iteration. We believe, the brand will be more sustainable due to the high flexibility and variability of the space.