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Retail Space of Zhima Health at the Universal Beijing Resort // Le Brand Strategy
CategoriesSustainable News

Retail Space of Zhima Health at the Universal Beijing Resort // Le Brand Strategy

By Zarkon Group,

Text description provided by the architects.

After a night-owl drink, you feel instantly refreshed, start walking in the air all the way up to the ceiling along the twists and turns of the spiral stairs and in front of your eyes is unfolding a world that sees no end…
While you chill out, you see four Chinese characters that read “Zhima Health” in front of a counter.

© Le Brand Strategy

© Le Brand Strategy

That’s when you let out a sigh of relief, realizing what happened was nothing but hallucination.

As a leader in the transformation and upgrade of time-honored brands, Zhima Health, a brand owned by the renowned TCM firm Tongrentang, draws the wisdom of the interior designer Wang Yong from Beijing Wuxiang Space Architecture Design Studio to put two stores-zero store in Daxing District and No.1 store in Shuangjing area-in place, highlighting a lifestyle trend that values both punk and health preservation among the young generation.

© Le Brand Strategy

© Le Brand Strategy

Along with the grand opening of the Universal Beijing Resort, a new retail store “Beijing Youli” under the support of Beijing State-owned Assets Supervision and Administration Commission also made its debut as the first suggested stop for the park visitors after they get off from the subway station. As a shop-in-shop, a disruptive new retail experience area for Zhima Health was designed by Wang Yong for an independent space of 30 square meters in the store.

© Le Brand Strategy

© Le Brand Strategy

1.Design Challenges of Re-upgradeTwo Tasks for the DesignerIn response to the call of “carrying on the essence while pursuing innovations” of time-honored brands proposed by Beijing State-owned Assets Supervision and Administration Commission, Beijing Youli emerged as a multi-brand store that gathers a portfolio of traditional brands that represent the humanitarian spirit of a city.

© Le Brand Strategy

© Le Brand Strategy

Its opening at Universal Beijing Resort has pooled nearly 30 local or national time-honored brands as well as other recognized ones, which, spurred by China Chic and together with other fashion brands, have formed a synergy as the new limelight at the new landmark.
With the experience of two existing stores, Zhima Health has taken consumption experience to the next level-on top of functionality and social networking, the space is expected to also offer an ever more critical emotional value for consumers, which is what Wang Yong must address as the first challenge.
The second challenge comes from the space itself-a 6.5m×4m box area of less than 30 square meters.

© Le Brand Strategy

© Le Brand Strategy

Given its relatively compact size compared to the other two stores, Wang Yong has to figure out how to minimize the “small” feeling of the confined space through the addition of a “fourth” dimension based on a 3D design concept.2.Design ConceptThe Uniqueness of the SpaceWhat Wang Yong had in mind was to target a certain customer group for Zhima Health with a brand new architectural style, which should conform with the culture of Universal Beijing Resort, cater to the diversified consumption preferences of the young generation, comply with the brand genes of Zhima Health and fit in the limited space.As a result, Wang Yong and his team decided to incorporate inspirations from Inception, multi-dimension, fashion and traditional brand genes into the design to deliver a space which is on the one hand fashionable and sci-fi and on the other light and friendly.As Zhima Health features the display and selling of light drinks in the quasi-concept store, Wang Yong, considering its finite space with a raised ceiling, worked out a light and 3D product arrangement plan and circulation design, resulting in a new retail space with a devotion to a sense of infiniteness and preservation of functionality.3.pace PresentationA 30㎡Metaverse Taking advantage of the high ceiling, Wang Yong deployed numerous towering wood arches, which were designed to intersect on the ceiling and then extend all the way down to the bottom of the rammed earth walls where product shelves were mounted.Four pairs of life-size wood spiral stairs echo each other overhead, threading through arches from a height and dominating the shop-in-shop.

© Le Brand Strategy

© Le Brand Strategy

The entire space, thanks to the arches and stair structures, resembles an unfolded accordion which is waking up the folded time and space.
On both horizontal and vertical dimensions, the use of mirrors enhances visual spaciousness. A whole glass on the ceiling and one side of the wall, together with the stretching structures that present a distortion in time and space, seems to have eliminated the boundary of the space and distorted time in a dazzling way.

© Le Brand Strategy

© Le Brand Strategy

With light projecting from underneath the ground and structured light belts on the arches, a metaverse of new retail space is throwing its arms wide open to all customers.4.New ValueBrand Genes That Combine Tradition and InnovationAs all century-old brands denote a particular trend or fashion in a certain era, the rise of China Chic is more of the rebirth of culture and value than cultural revival.

© Le Brand Strategy

© Le Brand Strategy

In particular, the irreplicable culture and spirit in the brand genes have enabled the reinvigoration of time-honored brands. From Goji Berry Coffee to Night Owl Drink, Zhima Health has achieved continued success, celebrating the everchanging time and the aspiring young generation and asserting its say as a new brand under a time-honored one in the modern era.

© Le Brand Strategy

© Le Brand Strategy

For any young person who is looking for a trendy and healthy night owl drink, Zhima Health is poised to provide a most authentic solution.
Building on Tongrentang’s brand recognition over the past few centuries, Zhima Health, through the concept zero store covering an area of nearly 20,000 square meters and the new retail social space of merely 30 square meters, is extending its antenna with innovation and courage ingrained in the brand to reach the future market.

© Le Brand Strategy

© Le Brand Strategy

To meet the demands of the new market and new consumption groups, it is brewing a new interpretation for the genes of its parent brand through space, for which Wang Yong has led the interior design–In hopes that the retail space at Universal Beijing Resort can strike a chord with the young customers, heralding a brighter future for Zhima Health albeit a small beginning through the combination of tradition and innovation.Project DetailsProject Location: Beijing, ChinaCustomer: Beijing Tongrentang Health Pharmaceutical CompanyTime of Design: September, 2021Interior Design: Beijing Wuxiang Space Architecture Design StudioWeb：www.wuux.netBuilding Type: CommercialLead Designer: Wang YongDesign Team: Wang Yong, Yu Yue, Jia Zhiyong, Zhu Chenxu, Tan Wei, Zhang Guiying, Beijing Wuxiang Space Architecture Design StudioPhotography: Zheng YanProject Planning: Le Brand Strategy AgencyCopywriting Agency: NARJEELING.

© Le Brand Strategy

© Le Brand Strategy

Retail Space of Zhima Health at the Universal Beijing Resort Gallery


© Le Brand Strategy


Reference

Universal Design Studio models Biotherm’s Monaco concept store on a lab
CategoriesInterior Design

Universal Design Studio models Biotherm’s Monaco concept store on a lab

By Zarkon Group,

The visual language of scientific laboratories informed the look of this blue-lit concept store in Monaco, which London firm Universal Design Studio has devised for skincare brand Biotherm.

Set inside Monaco’s historic Oceanographic Institute, Blue Beauty Lab is where buyers and other industry insiders can come to expand their knowledge of the science underpinning Biotherm‘s skincare line.

Biotherm concept store in Monaco has blue interiors with science lab-inspired details
Visitors enter the Blue Beauty Lab via a circular doorway

Although the 30-square-metre concept store showcases a selection of the brand’s products, none of them are for sale. Instead, visitors can fully immerse themselves in the experience of being in the “lab”.

“Brands are increasingly looking to physical presence for means above and beyond selling products,” explained Satoshi Isono, creative director at Universal Design Studio.

“They’re harnessing spaces to storytell their core brand messaging in unique ways and ultimately connect with customers in a more impactful way.”

Biotherm concept store in Monaco has blue interiors with science lab-inspired details
The first section of the store is set up like a science lab

As the outer walls of Blue Beauty Lab back onto water tanks harbouring various aquatic creatures, Universal Design Studio had to keep architectural interventions to a minimum. As a result, the store’s floor plan is fairly simple.

To enter, visitors walk through a circular doorway and a short mirrored tunnel. The interior is washed in sea-blue light and split into two parts.

Biotherm concept store in Monaco has blue interiors with science lab-inspired details
Steel worktops and petri dishes add to the lab-like feel of the space

The first is an area reminiscent of a research lab that gives an insight into the production process of Life Plankton – an extract containing 35 different nutrients that Biotherm incorporates throughout some of its moisturisers, serums and skin peels.

Stainless steel counters and glass shelving units run down the sides of the space, dotted with science paraphernalia like microscopes, petri dishes, test tubes and measuring flasks.

A small workshop forms the second part of the store, centred by a round table. Directly above is a large ring light emitting a bright white glow that enhances the lab-like feel of the space.

Interactive visuals produced by multimedia design studios Superbien and AC3 Studio are projected on the surrounding walls.

Biotherm concept store in Monaco has blue interiors with science lab-inspired details
Measuring flasks and test tubes are also displayed on the shelves

The clinical aesthetic of laboratories has also inspired a number of other interiors.

Among them is a bike shop in Copenhagen by local designer Johannes Torpe and a cafe in Tokyo with a white-lacquered steel ceiling grid.

Reference

How Universal Design Can Drive Inclusivity
CategoriesArchitecture

How Universal Design Can Drive Inclusivity

By Zarkon Group,

Celebrate a decade of inspirational design with us! The 10th Annual A+Awards is officially underway, and the Extended Entry Deadline is March 4, 2022. Click here to start your entry today.

Despite all the talks around inclusivity and diversity in all aspects of life, the idea of universal design is still not one that is widespread. The term, first coined by American architect Ronald Mace, and then later popularized by architect Selwyn Goldsmith, explores a branch of design that caters to everyone regardless of their age and abilities. This implies going beyond wheelchair-accessible spaces and addressing the vast spectrum of disabilities that can exist.

The limitations of designed environments first became a topic of discussion after the second World War when we saw a large number of injured veterans. While the advancement in medicine made it possible for them to live longer lives, there wasn’t enough infrastructure that was entirely accessible to them. Veterans in the United States demanded equal rights for themselves, leading to the establishment of the Americans with Disabilities Act in 1990.

Enabling Village by WOHA in Singapore | Photo by Edward Hendricks

But having equal rights was not enough. When it came to spaces and environments, Mace was instrumental in creating the seven principles of Universal Design in 1997. These are equitable use, flexibility in use, simple and innovative use, perceptible information, tolerance for error, low physical effort and size and space for approach. They are meant to serve as guidelines for designers to create more inclusive and accessible environments.

Equitable use implies the provision of the same degree of access, security and safety for all users. The principles also point to flexibility by accommodating a wide range of preferences such as left and right-handed access, provision for different paces of movement and so on. They also state that the design should be intuitive in a way that individuals with different literacy and language skills should be able to navigate the space without any difficulties. The information provided should also be presented in graphic, audible and tactile forms. Each space must have warnings of hazards and errors and preferably have these high-risk elements isolated. Transparency in buildings, recurring seating spaces, anti-skid surfaces, tactile floor guides and handrails with easy grips are just a few other examples of elements that can be included.

Enabling Village by WOHA in Singapore | Photo by Edward Hendricks

According to Indian architect and Universal Design advocate Kavita Murugkar, Universal Design is an almost fundamental value given that it ties in with accessibility and, in turn, an individual’s right to freedom. She said, “Everyone is talking about equality and extending equal rights and opportunities for all individuals, and creating equal possibilities of participation in the society. This is possible only through equal means of access.”

While we have come a long way in our understanding of what design needs to do, there is still a slightly limited perspective of disability while designing. The needs of someone who is an amputee might be very different from someone who is visually impaired. The latter might need many more tactile and audible cues to guide them in spaces whereas an amputee could require some more room to accommodate any aids they might have.

Enabling Village by WOHA in Singapore | Photo by Edward Hendricks

Furthermore, someone with missing arms could require alternative ways to use buttons or even open doors. An individual with Parkinson’s might need spaces that have finishes and interventions that are favorable for those who struggle with balance. And that is just on the physical level. People with autism might require quiet rooms and those with dementia could benefit from surroundings that have fewer identical elements.

A project that has tried to address this is the Enabling Village in Singapore. Designed by WOHA, the community space offers retail, recreational and training services for differently abled individuals. All public spaces and restrooms in the building are wheelchair accessible. The event spaces have induction loops that can transmit audio to people using hearing aids with T-coils and they also provide braille maps of the space if needed. Even elements like ATM machines in the center have braille labels and earphone ports. The project includes a center for innovators to gather and test ideas for assistive technology. It is equipped with a room where these inventors can also test their products in fully soundproof and lightproof spaces. Furthermore, they are also creating job opportunities for the differently abled members of the community.

Friendship Park (Parque de la amistad) by Marcelo Roux, Gaston Cuna, Patricia Roland and Federico Lezama, Montevideo, Uruguay | Photos via issuu.com

Another example of inclusive design is the Friendship Park in Montevideo, Uruguay that is designed by Marcelo Roux, Gaston Cuna, Patricia Roland and Federico Lezama. It is made in a way that children of all ages can enjoy the space regardless of their physical or cognitive abilities. Apart from the easily accessible spatial arrangement, materials like concrete, metal and rubber are used in abundance to provide tactile and aromatic cues to the users. The team has tried to incorporate more curved surfaces to avoid sharp edges; they have also used a variety of colors throughout to make it appear more fun and the spaces easy to recognize and remember.

Murugkar said the awareness about Universal Design is still not as much as it should be, especially considering its importance. She introduced it as an elective in Dr. B. N. College of Architecture in Pune, where she is an Associate Professor. But she believes that we need to get to a point where the subject is integrated into the entire curriculum and not just taught as a specialization. “Universal Design is a utopian idea. You can definitely not have a design that addresses the needs of every single individual on this earth,” she said. “It just aims to make the spectrum of usability of a particular service or product or an environment broader and broader.”

Inclusive design is more of a way of approach than a design methodology that must be implemented right from the conceptual stage and carried through to the smallest element in the final product. While this approach may give rise to innovation, the question remains: is actually possible to cater to every individual and make this philosophy a reality?

Celebrate a decade of inspirational design with us! The 10th Annual A+Awards is officially underway, and the Extended Entry Deadline is March 4, 2022. Click here to start your entry today.

Reference