Our latest retail design concept for ASICS' flagship store in Shanghai.
The recently completed Asics Flagship store in Shanghai has opened this month. This is the first flagship store we have developed in China for Asics and it draws upon our continuous global retail design development for the sports brand. The store is situated in the Huaihai Middle Road area of Shanghai which is home to other leading fashion and sports retailers.
The store takes up the ground and first floor of an existing residential block with a double aspect shopfront for maximum visual impact along the existing streetscape. The glazed shopfront to the right of the store entrance includes an LED ribbon technology where video content can be displayed, this allows for views into the store during the day but acts as an eye-catching feature during the evening. A large LED screen and illuminated Asics swirl are positioned on the end elevation so that the store is recognised from different perspectives in surrounding context. The double height space within the store entrance reveals a full height glazed pod that contains Asics’ running services, including Foot I.D. to the ground floor level and a Running Lab above. The double height entrance space also includes a large LED video screen and a 3D map of Shanghai which acts as a visually stimulating backdrop to the cash desk area. An illuminated hex plinth display is located mid floor which is used to display the latest products at the front of the store.
The rest of the ground floor consists of the men’s footwear and apparel area and includes a dynamic glazed shelving footwear display along the store window. This forms a transparent backdrop to the window display whilst also maximises retail and V.M opportunities within the store. The first floor is accessed via a glazed feature staircase that sits next to the double height running services pod. The first floor is shared by women’s retail and a Sports Lounge area which is a meeting point for Running Club members. The internal environment of the first floor is differentiated from the ground floor with the integration of warmer finishes such as a bamboo timber floor and more inviting seating areas.
The store represents continued growth for Asics in new locations as they build on their brand awareness through a design language that is consistent across all of their retail stores.