THE POWDER-COATED AND LUXURIOUS RETAIL DESIGN
SHANGHAI RETAIL TOUR
Competition in the jewellery sector is increasingly intense in Shanghai. While the sector has always been well positioned in terms of customer service, its players now feel that they need to push the customer experience further. In the Pudong district, since January 2020, the GRACE GENERATION FINE JEWELRY jewelry store has been banking on a very attractive retail design, both trendy and luxurious, added to the selection of the next Shanghai Retail Tour with MMM missions.
A RETRO AND COLOURFUL RETAIL DESIGN
For this store, located in a shopping centre, the company called upon the Tianhua Yizhu agency. Specialized in rather upmarket commercial spaces, the agency was able to convey this atmosphere in this 30 sqm shop.
A STRONG IDENTITY EVEN FROM THE OUTSIDE
By working on the exterior, designers have skillfully created glimpses of the interior that draw customers in. The 2 spaces complement each other and allow the store to stand out in the rather constraining environment of a shopping mall.
THEATRE CODES
Located in the Huarun Times Square centre, renovated at the end of 2019 by the famous Japanese firm NENDO, the store has adopted the theatre codes used by the shopping centre. Arches, draperies, velvet armchairs, mirrors, luminous globes and brass lines showcase the products on display.
Renovated shopping centre Huarun Times Square
THE CUSTOMER’S JOURNEY IS FLUID AND INTUITIVE
The designers chose to rework the rectangular surface of the store. By creating an S-shaped customer path, they sought to transform the circulation and create distinct spaces. There are areas to look at the windows, to try on jewellery or to rest.
THE SPACE IS MODULAR
Taking into account the variety of customers at the point of sale, they made it modular. By using sail blinds, employees can transform the space by making it private.
This retail design, both intimate and luxurious, has succeeded in its challenge. In a mall playing on white, the colours of the store are eye-catching. Its art deco design creates an almost cosy atmosphere, contrary to many high-end jewellers, making the store unique.
On another level, New York jeweller AME JEWELLERY has also played the retail design card to create a unique in-store experience.
CLICK ON THE IMAGE TO DISCOVER THIS UNUSUAL JEWELLERY CONCEPT
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