Kuriosity O2O Concept Store
Inspired by 17th century 'cabinets of curiosity' where extraordinary objects found by explorers were showcased, Kuriosity store is conceived as an immersive room of open showcases that reveal 'treasures'; within.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Kuriosity comprises an online webstore linked to this first physical store that showcases a selection of fashion, design, artisanal products and art work.
More than a typical retail store, we envisioned Kuriosity as a curated experience of discovery where products on display are supplemented with an additional layer of rich interactive media serving to attract and engage with the customer.
OPERATION / FLOW / INTERACTION:
Customers are attracted by gradually changing colours emitted from the suspended logo box which features logos in 4 seemingly infinite faces. The box also emits a multi-coloured light shower through the honeycomb panel, signalling entrance as you walk into the store. The infinity box window display has a similar colour sequence but when customers walk by, hidden products in boxes behind the seemingly infinite glass portal lights up inviting them to step in. The rest of the store is supplemented with touch screens showing product videos or linking directly to the online retail platform.
PROJECT DURATION AND LOCATION:
The project started in September 2015 in China and finished in June 2016 in Shanghai, China, and officially opened in September 2016.
FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design
PRODUCTION / REALIZATION TECHNOLOGY:
The walls are cladded in blasted stainless steel panels to create a blurred reflection and depth, with inset display boxes that have 2 types of LED strip lighting and multi coloured changeable inner lining velvet fabrics. The floor is laid with ceramic floor tiles that have a metallic surface finish, and a powder-coated expanded metal mesh ceiling. The stand-alone display islands are designed to look like subdivided boxes that are actually cabinet doors or display drawers cladded with recycled timber sheets or varied brass coloured metallic surfaces with back-lit frosted glass top.
SPECIFICATIONS / TECHNICAL PROPERTIES:
167 sqm. The irregularly shaped plan measured approximately 13m in length and 10m in breadth.
kuriosity, offline to online, store, infinity, K11, Shanghai, shopping, retail, multi-brand, fashion, artisanal, art, design
We looked at case studies of the latest retail and exhibition practices that aims at increasing interaction in search for an engaging way to display physical products alongside brand story-telling videos and online store touch screens. We decided to evoke curiosity and discovery through the illusion of space when we found an interesting way to generate infinite space through 2 way mirrors which also reveal hidden products when someone approaches, leading to the design of the infinity box that serves as window display as well as a step-in experiential space.
The most difficult challenge was to design for the construction of the 5 sided infinity box. The floor and ceiling are both double panels of toughened glass measuring 2.5m by 1.7m with delicate reflective coating facing each other, whilst the rest of the glass walls are 2.3m tall, and for each face 2 coloured LED strips run around the border in between the glass panels. The vertical and horizontal glass panels must rest on the steel frame with equal overlaps following a strict installation sequence. We finally did it through precise 3D modelling and long discussions with the dedicated makers.
TEAM MEMBERS (1) :
Lip Chiong - Studio Twist in collaboration with K11 Concepts Limited