Heyshop OMO store

Designed by: Daylab Studio
For client: Heyshop Floor area: 180.00 M² Year of completion: 2018
Submitted for: Multi-Brand Store of the Year

© Xiao Yun

About the Project

Unlike conventional stores, we has made flexibility the key feature of Heyshop. Items are displayed based on data analysis and comprise a wide range of categories and brands. The new concept store aims to continuously change the display type and recommend new products to the public. For example, heyshop may one day sell cosmetics, while tomorrow sell clothing. Therefore, the design adopts a simple and minimal style system.

The shop contains seven fitting rooms in the 200sqm area. The idea is to balance display with changing space and provide a place for friends to dress up and enjoy a physical shopping experience. The changing rooms align along the store’s open side as a row, located in the middle of the shop, dividing the entire store. Customers can pass through any one of the unused fitting rooms from one side to another, which means the original circulation space is also changing space. Overall, the design combines a uniquely modern way of shopping while still incorporating the enjoyable aspects of a traditional retail experience within a light and contemporary interior.

Moreover, in order to emphasize the concept of OMO, the online shopping elements were extracted and placed in the physical store, reminding and encouraging the customers to make online order when they have offline shopping. That makes the online merge offline a closed loop.

What’s unique about it

Instead of a dedicated fitting room area, usually located off to a corner of the retail floorplan, we turned the fitting booths into hallways for the sake of saving area as well as providing better shopping experience.

The solution came from an unexpected place: as they only had 200 sqm to work with, the client had asked them for more display space for their SKUs, a request most interior architects tend to solve with shelving or rotating storage. Instead, the designers decided to move the booths to the middle of the shop, using a row of seven cylinders that separate the home accessories section in the front from the clothing section in the back. Due to the shape of the fitting-room unit, a single movement of the curtain opens the front and rear door hole at the same time, while simultaneously activating an infrared device that turns the indicator light on or off.

But here is where things get even more interesting: there’s a reason why the client needed more display space than storage or fitting rooms. Like many online retailers gone physical, to Chinese e-commerce platform Heyshop the key to this new space was not on-site inventory, but single-item showcase. ‘Because of [its click-and-mortar nature], the display quantity of each item was less important, since it could be shown online'

Around the concept of new OMO, we not only offer a nice fancy store, but also tried to redefine the rules of the RETAIL in this new age for e-commence shop.

© Xiao Yun
© Xiao Yun
© Xiao Yun
© Xiao Yun
© Xiao Yun
© Xiao Yun
© Xiao Yun
© Xiao Yun
© Daylab studio
Location of project:
Daylab Studio

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