Tongrentang - Zhima Health Offline Experience Store by Wong Yong

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DESIGN DETAILS
DESIGN NAME:
Tongrentang - Zhima Health

PRIMARY FUNCTION:
Offline Experience Store

INSPIRATION:
After proposing the transformation, Tongrentang and we began field investigations at home and abroad. From retail to hotel and other formats, we have experienced almost every brand new store. And finally we focused on the trade form of hotel brand. So, the idea of creating an immersive experience space comes out.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Zhima Health concept store provides dietary supplements, nourishing & health food and even health care products that incorporate health tech, enabling customers to enjoy one-stop and immersive shopping experience. Besides, it also doubles as a new and comfortable social space for customers. Following the concepts of high quality, sense of participation and personal shopping experience, the brand-new retail model aims to meet the demands of consumption upgrade and improve the quality of customers’ lives rather than overturn the traditional retail style.

OPERATION / FLOW / INTERACTION:
From retail to hotel and other formats, we have experienced almost every brand new store. And finally we focused on the trade form of hotel brand. So, the idea of creating an immersive experience space comes out. Later, when our team completed the overall design plan, many of the product lines that we are seeing now were developed backward from space design, and Tongrentang's almost perfect endorsement allowed this backward process to be realized.

PROJECT DURATION AND LOCATION:
This project started in May 2019 and finished in December 2019 in Beijing.

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
The designer Wang Yong has applied a large area of contrasting materials as solid wood and brass in the store.

SPECIFICATIONS / TECHNICAL PROPERTIES:
5000 square meters, 3 floors

TAGS:
Tongrentang, Wu Xiang, In View, Zhima, experience store, experience shop, Pharmacy store

RESEARCH ABSTRACT:
Probably in 2014, Tongrentang seems to have encountered bottleneck. The selling form relying on traditional stores urgently needs to be changed, so the brand proposed a strategic transformation from products to services at that time. After proposing the transformation, Tongrentang and we began field investigations at home and abroad. From retail to hotel and other formats, we have experienced almost every brand new store. And finally we focused on the trade form of hotel brand. So, the idea of creating an immersive experience space comes out.

CHALLENGE:
The first breakthrough lies in the initial investigation on retail industry and the final set of trade form. Secondly, the brand tried to find some well-known foreign design teams. However, because the foreign designers did not really understand the business model and accurate needs of the well-established domestic brands, they eventually failed to give a design plan. Later, when our team completed the overall design plan, many of the product lines that we are seeing now were developed backward from space design, and Tongrentang's almost perfect endorsement allowed this backward process to be realized.

ADDED DATE:
2020-08-01 09:52:31

TEAM MEMBERS (1) :
Design team: Wei Tan, Chenxu Zhu, Guiying Zhang, Zhiyong Jia, Yue Yu.

IMAGE CREDITS:
Beijing Wuxiang Space Architecture Design

Visit the following page to learn more: https://www.wuux.net/project/%e5%90%8c%e4%bb% 81%e5%a0%82%e6%
CLIENT/STUDIO/BRAND DETAILS
NAME:
Beijing Tongrentang Health

PROFILE:
Tong Ren Tang Founded in 1669. It served eight Qing emperors for 188 years since it was designated to provide traditional Chinese medicine to the imperial family in 1723。 The founding of the People’s Republic of China in 1949 gave a new life to weather-beaten TRT.In 1992, Beijing TRT Group was established,and became a wholly state-owned company in 2001. It has gradually established a modern corporate system. In 1997, the subsidiary Beijing Tong Ren Tang Co., Ltd. was listed in Shanghai Stock Exchange,while Beijing Tong Ren TangTechnology Development Co., Ltd. were listed in Hong Kong Stock Exchange in 2000.Beijing Tong Ren Tang Chinese Medicine Co., Ltd.were listed in Hong Kong Stock Exchangein2013, These listings strengthened the overall competitiveness of Beijing TRT Group. In 2019, answering the Party’s call to develop TCM, the group invited the third-party company (focus on "two centenary goals")to provide strategic consultancy services and map out the development strategy in the new era, taking the group onto a journey of high-quality growth.

NOMINATION DETAILS

Tongrentang-Zhima Health Offline Experience Store by Wong Yong is a Nominee in Interior Space and Exhibition Design Category.

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AWARD DETAILS

Tongrentang-Zhima Health Offline Experience Store by Wong Yong is Winner in Interior Space and Exhibition Design Category, 2020 - 2021.



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