Retail Design China Blog

Showcasing Our Work: A Visual Journey Through Our Store Designs

November 28, 2024

This article explores some of our favourite store design projects, showcasing the innovative and bespoke solutions we’ve crafted for brands. Each project exemplifies our commitment to translating brand identities into captivating physical spaces that leave a lasting impression.

1. HLA

HLA is an international retail chain brand based in China with over 6,000 stores worldwide. 5 Star Plus Retail Design was tasked with developing a 600 sqm store de-sign concept for HLA’s main fashion brands in Kuala Lumpur’s newly built, luxury-positioned TRX tower. The store design concept had to include new conceptual, high-impact elements besides upgraded looks for HLA. It also serves as a new standard for large-format stores in Malaysia. It was key to maintaining the HLA signature feel while creating a modern and dynamic look with depth. Aluminum, wood, acrylic, and metal mesh were used to achieve this.

Image Source: 5 Star Plus Retail Design

For the female zone, the core of the original design language was maintained, updated, and extended with rose gold, mauve-colored elements, stone, and intricate patterns. The feel is premium, warm, and elegant.

To set the store apart from other locations, a locally-inspired 3D-printed signature element with concealed, color-changing LED lighting was designed for the façade. High-impact, engaging displays were created for the 3-meter-deep welcome zone. The store opened in December 2023.

2. KJUS

KJUS is a Swiss-based, luxury sportswear brand with stores in over 30 countries. The brand opened their first flagship store in Beijing, China, in December 2019. 5 Star Plus Retail Design created a store identity design concept that fits the future-oriented vision of the brand and the high-tech clothing. We wanted to create a futuristic, high-tech and luxurious design concept. To achieve this, we used cool, modern, and high-end materials such as metal and stone. Special lighting effects and technological advancements highlight product features, key products and collections. The design result successfully positions KJUS and its products as a luxury brand.

Image Source: 5 Star Plus Retail Design

3. Marja Kurki concept store design Marja Kurki

Marja Kurki is a lifestyle brand from Finland that focuses on providing high-quality and minimalistic accessories. For their first store in Nanjing’s Golden Eagle Plaza, During the Covid outbreak, 5 Star Plus Retail Design created a concept design for the 25 sqm space that was inspired by a unique and timeless design of Marja Kurki scarfs, incorporating a minimalistic and light design to match brand identity. The use of artificial marble and bronze textures combined with modular fixtures help to shift the store design from more traditional feeling to a lighter modern one. Elegant equip-ment drives the customer’s attention to the product itself.

Image Source: 5 Star Plus Retail Design

4. Pureones concept store design Pureones

5 Star Plus Retail Design created a concept design for the luxury Chinese clothing brand, PUREONES. Considering the brand’s identity of forward thinking Chinese luxury clothing, tied to the traditional roots of Chinese culture was of high priority when coming up with the concept design. This retail concept design was inspired by the curves found in Chinese rice fields, rivers, mountains and forests that follow the Taoism way, allowing the retail store design flows naturally from one part to the next. Using high-quality wood and stone materials and metals to tie natural elements to the physical space and creates the feeling of a natural oasis, transporting the customer to a calming, open environment.

Image Source: 5 Star Plus Retail Design

Conclusion

Each of these store design projects reflects our passion for seamlessly blending design innovation with brand identity to craft unique and immersive retail experiences. From creating high-impact, locally inspired elements for HLA to infusing natural and cultural motifs into Pureones’ design, we have successfully brought diverse brand vi-sions to life in distinct and memorable ways.

Whether it's embracing futuristic and high-tech elements for KJUS or channeling minimalistic elegance for Marja Kurki, our work consistently prioritizes capturing the essence of each brand while enhancing customer engagement.

If you’re interested in collaborating with us to create a visually stunning and im-pactful retail space for your brand, contact us to discuss how we can help bring your ideas to life.

Showcasing Our Work: A Visual Journey Through Our Exhibition Stands

November 11, 2024

This article highlights some of our recent exhibition Stands projects, showcasing the creative designs we’ve developed for global brands. Each project reflects our approach to bringing brand identities to life and creating memorable experiences.

1. UK Department for International Trade

Inspired by the “English rose”, a flower well-known everywhere in the world, 5 Star Plus Retail Design developed and executed an exhibition stand design concept for the UK Pavilion at China Beauty Expo in Shanghai featuring 12 UK brands. This project was honored with the Austriacus Bronze Award, recognizing the creativity and impact of the stand's design.

The English rose was also one of late Queen Elisabeth’s favorite flowers, and inspired a whole make-up trend with the same name. In the pavilion design, the rose is featured as an abstract, three-dimensional watercolor sculpture that also serves as a background for photos and events. Black-and-white sketches of plants like daffodils, clovers, and thistles are applied on the wall, the floor, and the furniture throughout the stand to underline the strength of UK beauty brands, which lies in organic, local, and high-quality plant-based ingredients.

The layout of the exhibition stand was divided into two main areas (exhibitor and business discussion area) with a branded main ally lined by LED strips along the floor and ceiling.

Image Source: 5 Star Plus Retail Design

2. Schulthess

Schulthess, the Swiss brand with the inspiring slogan „Dreht vor Freude” („Turn for Joy”) has brought their unique vision to life. The event happened at the highly anticipated Design Shanghai trade fair, and 5 Star Plus Retail Design was thrilled to be a part of it! As interior architects and project managers, we were tasked with executing the client's design concept and managing the production and installation to ensure a seamless process. The entire exhibition stand is modern and open, perfectly representing the brand's philosophy. Carefully selected high-quality materials, a stunning lighting concept, and luxurious furniture all come together to create an atmosphere of elegance and sophistication. Hula hoops made of solid wood serve as eye-catchers, adding a playful touch to the stand and drawing visitors in.

The entire booth concept creates a fitting backdrop to emphasize the uniqueness of Schulthess' products and showcase them perfectly. We are proud to have been a part of this fantastic project and to have helped bring Schulthess' vision to life by creating their first exhibition stand in China.

Image Source: 5 Star Plus Retail Design

3. AZO China

created a high-impact exhibition stand design standard for AZO China. The objective was to develop a flexible and modular stand design based on the global brand identity that could be adapted to different stand sizes at exhibitions in China. Reusing as many components as possible was crucial for AZO China to meet their sustainability principles. The concept had to showcase the quality of AZO’s products and their corporate culture through an aesthetically impressive yet minimalist design. Inspired by the company’s background, the design concept features a high-tech industrial feel with design elements resembling modern factories and warehouses.

The brand colors orange and white were combined with aluminum and stainless-steel surfaces to reflect the industrial sector. The AZO logo and warehouse structures served as inspiration for the cubes - the feature elements of the stand design. The exhibition stand design is based on simple, clean lines that draw the focus to the stand’s most important areas: the story walls, the product showcase area, and the experience zone, which provide maximum customer experience. Orange platforms were used to highlight the products and attract attention. The result is an exhibition stand design where the atmosphere, messages, information visuals, multimedia, and points of interest are aligned to provide an authentic “AZO experience”.

Image Source: 5 Star Plus Retail Design

4. UK's Department for Business and Trade

From April 14-18, 2024, the UK’s Department for Business and Trade hosted a UK Pavilion at China International Consumer Products Expo showcasing 14 British premium fashion and lifestyle brands. After winning the project tender, we were commissioned to design and build the pavilion.

The pavilion design concept, a well-balanced fusion of the classic and the modern, was based on UK architectural inspirations and aimed to create a contemporary design aesthetic. Drawing inspiration from the elegant lines of UK Georgian architecture, the design team developed a showroom-style space with a premium look. The use of semi-transparent mesh fabric on the walls lent a stylish high-end fashion feel, while LED strip lighting around architectural key features added a touch of innovation and strengthened the visual impact.

The pavilion design was open towards the front and featured entrances on all sides. A multi-category feature display island in front of a branded backdrop with the GREAT logo served as a key visual focus to attract people into the exhibition stand. Along the walls and in the center of the space, the 14 brands displayed their fashion, lifestyle, and accessory products. The UK pavilion was executed in a white-only color scheme for a clean and minimalist look to reflect both the country's position and sector of the project.

Image Source: 5 Star Plus Retail Design

5. Vienna Airport

We are proud to have contributed to the booth development for Vienna Airport at the Transport Logistic China / Air Cargo China expo in Shanghai from June 25-27, 2024. Together with the lead agency, Moyo Creative, we crafted an impactful exhibition stand design. Our goal was to create a design that embodies the brand's DNA and draws in visitors.

The 36 sqm stand featured a clean, minimalist aesthetic with modern and innovative elements. At its core was a large LED screen displaying a video of Vienna Airport City's infrastructure, developed by Moyo Creative. LED strip lighting highlighted the stand's shapes, inspired by the angles of airplane take-offs and landings, as well as the brand's logo. The overall ambiance was warm and inviting, encouraging visitors to explore.

Image Source: 5 Star Plus Retail Design

6. UK's Department for Business and Trade

In August 2024, the UK’s Department for Business and Trade presented British beauty brands at the Beauty Showcase in Hangzhou, China. The 40.5 sqm Pavilion, designed by 5 Star Plus Retail Design, was created to promote the natural, clean, and ethical values of UK beauty products. The Pavilion featured display spaces for 14 brands, designed to attract and engage the rapidly growing Chinese market.

Inspired by traditional British apothecaries, the design combined classic elements with modern aesthetics. White surfaces, black metal accents, and foliage-inspired graphics created a clean, sophisticated space. Strategically placed greenery added a touch of vitality, connecting with both British and Chinese cultural elements. This thoughtful design made the Pavilion a key highlight of the showcase, effectively representing the quality and innovation of British beauty brands.

Image Source: 5 Star Plus Retail Design

Conclusion

Each of these projects showcases the unique synergy between design innovation and brand identity, brought to life through our commitment to creating memorable and immersive experiences. From embracing elements of cultural heritage, as seen in the UK Pavilion, to capturing brand philosophy with minimalism and elegance in the Vienna Airport stand, we’ve had the privilege of bringing these diverse visions to life in distinctive and impactful ways. Our journey through these exhibition stands demonstrates the power of well-crafted design to capture attention, convey values, and create lasting impressions. As we continue to work with global brands to bring their visions to reality, we are excited to keep pushing creative boundaries and setting new standards in exhibition design.

Image Source: 5 Star Plus Retail Design

If you're interested in collaborating with us to create a unique, impactful exhibition stand for your brand, contact us to discuss how we can bring your vision to life.

Brick and Mortar Revival: How Innovative Approaches Are Bringing Physical Stores Back to Life

October 30, 2024

As digital shopping continues to thrive, one might assume traditional stores are a thing of the past. Yet, a PwC report from 2024 found that 57% of consumers still prefer to see, touch, and feel items before buying them, indicating a strong preference for physical stores. This point is also evidenced by a Statista report highlighting that 72% of consumers shop in stores on a weekly basis, emphasizing the importance of engaging in-store experiences.

Brick-and-mortar stores are not only surviving but are finding fresh, innovative ways to thrive. Retailers have adapted, evolving their spaces and integrating technology and experiences beyond online shopping.

Here’s how modern approaches are breathing new life into physical stores and reshaping the future of retail.

1. Blending Physical and Digital: The Omnichannel Experience

One main way brick-and-mortar stores stay relevant is by merging physical and digital experiences, creating a seamless “omnichannel” approach. Today’s customers expect flexibility: they want to browse online, try in-store, and have options for delivery or pick-up.

Image Source: created with AI

Examples:

Stores like Target and Walmart have expanded “buy online, pick up in-store” services, allowing customers to order from the comfort of their homes and pick up the same day.

Technology integration:

QR codes and augmented reality (AR) apps enable shoppers to visualize products in their own space before making a purchase. By combining online convenience with the tactile experience of a physical store, retailers are bridging the gap between e-commerce and traditional shopping.

2. Experiential Retail:

Creating an In-Store Experience Worth the Trip Experiential retail focuses on turning a simple shopping trip into a memorable experience, encouraging customers to interact with products in a way they can’t online. By adding activities, workshops, and brand events, stores are becoming more than just places to buy—they’re destinations.

Image Source: created with AI

Brand examples:

Apple has long embraced this with “Today at Apple” sessions, where customers can learn new skills related to Apple products. Similarly, outdoor brands like REI offer in-store classes and events, from hiking workshops to yoga sessions.

Results:

Customers are more likely to spend time and, ultimately, money in stores that offer them something unique, fun, or educational. By creating an immersive experience, stores are building stronger brand loyalty and drawing customers away from their screens.

3. Leveraging Technology for Enhanced Customer Engagement

Technology is playing a transformative role in how physical stores operate. Beyond self-checkout kiosks and digital price tags, cutting-edge tech is being used to personalize shopping experiences and streamline operations.

Image Source: created with AI

Personalization through AI:

Some stores use artificial intelligence to provide tailored product recommendations, much like online shopping platforms do. Sephora, for example, uses AI-powered Color IQ technology to recommend makeup shades to match customers' skin tones.

Augmented Reality (AR):

IKEA and other furniture retailers use AR in-store and online so customers can see how furniture would look in their own homes before buying.

Smart Mirrors and Virtual Fitting Rooms:

Clothing brands like H&M and Nike are experimenting with smart mirrors that allow shoppers to “try on” clothing digitally, speeding up the process and enhancing convenience. These technologies not only improve the customer experience but also give retailers valuable insights into their shoppers' preferences and behaviors.

4. Sustainable Retail Practices: Meeting the Demand for Eco-Conscious Shopping

As consumers become more environmentally conscious, many brick-and-mortar stores are adopting sustainable practices to attract these shoppers. This trend is also helping to build a positive brand reputation and drive customer loyalty.

Image Source: created with AI

Eco-friendly practices:

Brands like Patagonia and The Body Shop prioritize sustainable materials, offer recycling programs, and educate customers on reducing waste.

Secondhand and Resale Initiatives:

Some retailers, such as Urban Outfitters, have begun offering secondhand and vintage sections in-store, appealing to eco-conscious shoppers and the growing resale market. These environmentally focused efforts not only meet customer demand but also reinforce a brand's commitment to social responsibility.

5. Smaller, Targeted Stores and Pop-Ups: Expanding Reach without Oversaturating

In response to changing customer habits, many brands are exploring smaller, strategically located stores or pop-up locations to reach a wider audience while controlling overhead costs.

Image Source: created with AI

Pop-ups for quick engagement:

Seasonal pop-ups and limited-time stores allow brands to create urgency, excitement, and exclusivity. Companies like Glossier have successfully used pop-ups to create a buzz, testing markets before committing to a permanent location.

Localizing product selection:

Smaller stores allow brands to focus on carrying products specifically tailored to local demographics, maximizing appeal and reducing waste. With the flexibility of smaller formats, brands are keeping customers engaged in fresh ways, regardless of geographic limitations.

Conclusion

Brick-and-mortar stores are no longer just about transactions; they’re about creating memorable experiences, fostering community, and meeting the evolving demands of modern shoppers. By blending digital convenience with tactile, personalized experiences and sustainable practices, today’s physical stores are thriving in ways unimaginable even a decade ago.

Image Source: created with AI

The physical store revival shows how resilience, adaptability, and innovation can keep traditional retail spaces not only relevant but central to the shopping experience.

The Growth of AI in Retail: Streamlining Operations, Enhancing Customer Experiences, and Personalizing Shopping

October 25, 2024

Artificial Intelligence (AI) has rapidly emerged as a transformative force in retail, revolutionizing how businesses operate and engage with customers. Retailers leverage AI to streamline operations, enhance customer experiences, and offer highly personalized shopping experiences. our article explores how AI shapes the retail industry and drives significant growth.

Streamlining Operations with AI

One of the primary ways AI is transforming retail is by optimizing operations. AI-powered systems can automate various aspects of inventory management, supply chain logistics, and demand forecasting, significantly reducing manual work and human error. For instance, AI algorithms can predict inventory needs with high accuracy, ensuring that stores are stocked appropriately to meet customer demand while minimizing excess inventory. This reduces the costs associated with overstocking and stockouts.

Image Source: created with AI

Additionally, AI is improving supply chain efficiency by providing real-time insights into shipping and logistics. Machine learning models can predict potential disruptions and recommend alternative routes or modes of transport, allowing companies to respond quickly to unforeseen issues. This real-time adaptability enhances the overall efficiency of the supply chain, leading to faster delivery times and increased customer satisfaction.

Enhancing Customer Experiences

AI plays a pivotal role in enhancing the in-store and online shopping experiences. Chatbots and virtual assistants powered by AI can provide instant customer support, answering common queries and assisting with purchases at any time of day. This 24/7 availability increases customer convenience and helps retailers save on staffing costs. By understanding how customers move through the store, retailers can optimize store layouts, improve product placement, and create targeted marketing campaigns. Some stores are even using AI to enable cashier-less checkouts, where customers can simply grab items and leave the store, with purchases automatically charged to their accounts.

Image Source: created with AI

Personalizing the Shopping Experience

Personalization is a significant trend in retail, and AI is at the heart of it. Retailers are using AI to analyze customer data, such as browsing history, past purchases, and social media activity, to create highly personalized shopping experiences. This can manifest in personalized product recommendations, tailored promotions, and individualized marketing messages that resonate with customers on a personal level.

Image Source: created with AI

AI algorithms can also predict future buying behavior by analyzing patterns and trends in the data. For example, if a customer frequently buys skincare products, the retailer might send personalized offers on new skincare lines or related products. This level of personalization not only improves the customer experience but also increases sales by encouraging repeat purchases.

Challenges and Considerations

While AI offers many benefits for retailers, some challenges must be addressed. Privacy concerns arise as AI systems require access to large amounts of customer data, making compliance with data protection regulations essential.

Algorithmic bias is another issue, as AI algorithms trained on biased or non-inclusive datasets may produce discriminatory outcomes, especially against underrepresented groups like LGBTQ+ individuals. For example, facial recognition technology in retail may struggle to accurately identify transgender or non-binary customers, potentially leading to uncomfortable experiences. To address these issues, retailers should use inclusive datasets, audit algorithms regularly, and involve diverse perspectives in AI development.

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Aside from discrimination risks, the initial cost of implementing AI technologies can be a barrier, especially for smaller retailers. Though AI offers long-term savings and potential revenue growth, the upfront expenses for developing, deploying, and maintaining these systems can be prohibitive. Moreover, AI systems require ongoing updates and maintenance to continue functioning optimally and to address any emerging biases or discriminatory behaviors.

The Future of AI in Retail

The future of AI in retail looks promising, with the potential to drive even more innovation. As AI technologies continue to evolve, retailers can expect more sophisticated tools for predicting customer behavior, managing inventory, and automating tasks. The integration of AI with other emerging technologies such as augmented reality (AR) and the Internet of Things (IoT) will further transform the shopping experience, creating new growth opportunities.

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The Art of Storytelling in Retail Design: Creating Immersive Shopping Experi-ences

October 11, 2024

In a world where online shopping offers endless convenience, physical retail spaces have evolved into destinations that invite customers into a brand’s story. This transformation shows the power of storytelling in retail design, where every detail—from layout to materials—creates a narrative that resonates with visitors and deepens their connection to the brand. At times, brands opt to tell their story in traditional retail stores. At other times, they may choose a temporary format like a pop-up store or an exhibition stand. We have selected three projects from this year that showcase a specific angle of storytelling.

1. The Brand Story and Retail Sector Positioning

A great example is the UK Pavilion at the Beauty Showcase in Hangzhou, where visitors stepped into a world that captures the essence of British beauty and craftsmanship. The design is a fusion of classic British apothecary aesthetics and modern elegance, with clean white surfaces and detailed wooden touches that evoke a sense of both heritage and innovation. This isn’t accidental—each design choice tells a piece of the story behind British beauty brands, emphasizing values like purity, naturalness, and ethical production under the "Made in Britain" banner.

Image Source: 5 Star Plus Retail Design

Much like how a beautifully designed retail store can immerse customers in a brand’s world, the UK Pavilion at the Beauty Showcase was more than just an exhibition stand; it was a narrative space. The carefully curated layout guided visitors through each display, inviting them to explore the unique stories of up to 14 different brands. This wasn’t simply a place to view products; it was an experience that made visitors feel like they were exploring the traditions and innovations of British beauty itself. The strategic use of greenery throughout the space, for example, wasn’t just decorative—it connected the theme of natural beauty to the Pavilion’s design, reinforcing the values of sustainability and wellness that are central to the brands on display.

2. Country Branding and Culture

Similarly, the design concept for a Swiss Pavilion drew inspiration from the Rubik’s Cube, symbolizing the diverse aspects of Swiss culture. Red and white cubes evoked the Swiss identity, while mirrored surfaces invited visitors to engage and share their experiences on social media. The slogan “This is Swiss Quality” reinforced the country’s reputation for excellence, while the open structure and iconic Swiss flag made the space inviting and memorable and a perfect basis for Swiss brands to display their products.

Image Source: 5 Star Plus Retail Design

3. Country Branding and Sector Branding

The Austrian Pavilion concept design shown below told its story through shapes inspired by the snowy Alps mountains, and with a modern twist on traditional hut roofs. This unique feature drew visitors in, offering a blend of Austria’s natural beauty and contemporary style. It created a space that felt distinctly Austrian, inviting exploration and deeper engagement with the exhibiting winter sports brands.

Image Source: 5 Star Plus Retail Design

These examples show how storytelling in retail design can transform a space from a mere showcase into a meaningful journey. By creating an experience that resonates emotionally, brands can leave a lasting impression that draws visitors back time and again, turning each visit into a new chapter of their story.

Shopping is Dead: How to Find Solutions to Low Shopping Enthusi-asm

September 30, 2024

Retail is in crisis. A key factor behind this is the changing consumer behavior and preferences, which several studies have attempted to analyze and map out. The study "Going Shopping is Dead" by Gianluca Scheidegger, Johannes Bauer, and Jan Bieser, published by the Gottlieb Duttweiler Institute, is likely the most comprehensive analysis of current shopping behavior in Central Europe. In this article, we’ll present the key findings and recommended solutions to address the issue. In recent years, shopping has shifted from being an enjoyable activity to a mundane task that many people view as a chore. Time stress, the rise of online shopping, and changing consumer behaviors have all contributed to this shift, leaving retailers grappling with declining enthusiasm and foot traffic. The excitement of browsing, discovering new products, and even the social aspects of shopping seem to be fading.

Image Source: GDI

In response to this, the retail industry must reimagine the shopping experience, making it faster, more convenient, enjoyable, and meaningful. By focusing on four key areas—Promptness, Proximity, Pleasure, and Purpose retailers have the opportunity to breathe new life into shopping and restore its appeal in the modern consumer landscape.

Problem: Time Stress and Shopping as a Chore

Most consumers experience time stress, as time has become a scarce resource due to the increasing demands of work, family, and leisure.

Image Source: GDI

For today's shoppers, shopping is no longer fun. For the majority, it feels more like obligatory housework rather than an enjoyable experience.

According to a survey, 85% of individuals generally prefer a quick and pleasant shopping experience rather than leisurely, aimless browsing. In general, people rather spend their time engaged in other activities than shopping. Only 15% enjoy shopping "purely for pleasure.”

Image Source: GDI

Changing Consumer Behavior

Consumers prioritize flexibility, serviceability, and convenience in shopping as part of a busy lifestyle. Consumers have increasingly turned to online shopping, avoiding the time spent in brick-and-mortar stores. Overall, the time people spend shopping has declined in recent years.

A Crisis of Fun and Meaning

Shopping has lost its fun and meaning because of challenges like a tight budget, and shopping being perceived as repetitive & boring, taking all the joy out of enjoying innovative retail experiences. The increased sustainability awareness and conscious consumption are also leading to fewer shopping trips.

Resolution

The study proposes four solutions to reinvigorate shopping, referred to as the 4 Ps: Promptness, Proximity, Pleasure, and Purpose.

Image Source: GDI

Promptness (Faster Shopping)

Retailers must focus on speed and efficiency, minimizing waiting times and reducing stress. By streamlining the customer journey, retailers can make the process faster and more satisfying.Innovations like improved layouts, better logistics, and simplified digital experiences can cater to the modern consumer’s desire for efficiency.

Image Source: GDI

Proximity (Closer Shopping)

Accessibility is key. Simply put, consumers just want the convenience of going shopping to places near them or ordering online and getting it almost immediately. The expansion of local networks of stores and the development of urban logistics will make shopping more attractive, reducing the time needed for it.

Image Source: GDI

Pleasure (More Enjoyable Shopping)

Retail experiences need to be more enjoyable to combat the crisis of fun. This can be achieved through better user experiences, inspirational store designs, and more engaging shopping environments. Retailers should strive to bring back the joy of discovery and browsing through creative merchandising and personalized experiences.

Image Source: GDI

Purpose (More Meaningful Shopping)

Meaningful consumption is on the rise. Retailers can align with consumer values by promoting sustainability and social responsibility, creating a sense of purpose in shopping.By focusing on meaningful experiences—whether through eco-friendly products or community-driven initiatives—retailers can attract conscientious shoppers.

Image Source: GDI

Conclusion

The retail industry must act fast and adapt to modern consumers' changing needs. This needs to be done by offering faster, more convenient, enjoyable, and purposeful shopping experiences. By adopting the 4 Ps, retailers can restore the lost fun and meaning in shopping, making it relevant again in today’s fast-paced world. Please click here to read the full article

The Story Behind: Inspirations and Design of the UK Pavilion at Beauty Showcase in Hangzhou 2024

September 17, 2024

Entrusted by the UK’s Department for Business and Trade, 5 Star Plus Retail Design designed and executed the UK Pavilion at Beauty Showcase in Hangzhou 2024. The design concept drew heavily from a blend of traditional British apothecary aesthetics and modern design principles, creating a space that was both rooted in heritage and forward-looking. The initial mood board set the stage by emphasizing themes such as nature, cleanliness, and high-quality craftsmanship, all of which are integral to the identity of the British brands being showcased. The design team drew inspiration from classic British apothecaries, characterized by wooden cabinetry details, full-height rows of drawers, and an overall atmosphere of timeless expertise.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Executed in a minimalist color scheme of white surfaces accented with black metal details, the Pavilion exuded sophistication and modernity. White brick décor walls created a clean, polished look, while the shelving units, designed with powder-coated wooden units and integrated lighting, ensured that each brand’s products were prominently displayed. A foliage graphic was integrated into a lightbox above the display units, adding an artistic element that reinforced the Pavilion’s natural theme. The strategic placement of greenery throughout the space brought in a touch of vitality, connecting the design to both British and Chinese cultural aesthetics and enhancing the overall visitor experience.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

This thoughtful design approach resulted in a Pavilion that effectively communicated the quality and innovation of British beauty brands. The space was not only visually appealing but also functionally designed to encourage exploration and engagement, making it a standout feature at the Beauty Showcase and a powerful representation of the UK’s beauty industry in a global context.

Online Retail Design Training for Professionals by the Managing Director of 5 Star Plus Retail Design

August 30, 2024

In a comprehensive six-week online course, Barbara Seidelsmann, Managing Director of 5 Star Plus Retail Design, will guide you through a 10-module program designed to equip retail brands with the essential tools to create compelling store concepts and enhance the in-store customer experience, ultimately driving business growth. The course begins in the third week of September. For more information please contact us at: academy@5starplusretaildesign.com

Image Source: 5 Star Plus Retail Design

What You Will Learn:

• •This course will teach you how to develop high-impact store design concepts tailored to powerful, authentic brands. You’ll gain insights into strategies that not only resonate with customers but also boost sales.

Who This Training Is For:

• •Marketing Professionals: Those looking to deepen their understanding of store concept design, including key aspects such as customer flow planning, customer experience, and visual merchandising.
• •Designers and Architects: Individuals interested in brand strategy, target customer focus, and storytelling as fundamental elements in store planning.

Image Source: 5 Star Plus Retail Design

Program Modules

Module 1: Brand Strategy

Delve into market research and target customer definition. Learn to address customers' functional, emotional, and psychological needs, and explore the 12 brand archetypes approach for effective brand positioning and equity creation.

Module 2: Brand Identity

Build on brand strategy to examine brand personalities and DNA. Understand how corporate identity influences store design and how social and community engagement can shape a compelling store concept. Define your design strategy for the project.

Module 3: Space Planning

Analyze and prioritize different functionalities and their interdependencies. Learn space planning requirements based on product categories, create effective layouts, and plan customer flow to optimize store efficiency.

Module 4: Retail Furniture, Materials, Textures

Discover the types of furniture needed for various product categories and their functional requirements, such as safety, flexibility, and integrated lighting. Understand suitable materials for different furniture types and learn best practices for retail furniture design.

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Module 5: Retail Lighting

Explore general, task, accent, and decorative lighting. Learn how lighting affects consumer behavior and mood, and create effective lighting plans based on brand personality and marketing goals.

Module 6: Visual Merchandising

Master techniques for visual display and merchandising. Understand display requirements for different product categories and plan seasonal and new product displays in alignment with brand positioning.

Module 7: Customer Experience

Examine trends in store design like technology integration and "living room" concepts. Learn about the impact of omnichannel retail and personalization, and explore how virtual and concept stores can enhance customer experiences.

Module 8: Creative and High-Impact Design

Learn design principles such as Balance, Repetition, Hierarchy, and Dominance. Apply these principles to create impactful store designs that reflect brand personality and guide customer movement and flow.

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Module 9: Optimizing Wayfinding, Signage, Promotions, Discounts

Learn the principles of wayfinding and different types of signage design. Explore effective design solutions for in-store promotions and discounts to boost impulse purchases. Understand the signage, product information, and design elements needed for new collections and discount areas.

Module 10: Pop-Up Store Design & Exhibition Stands

Apply your skills to temporary retail formats such as pop-up stores and exhibition stands. Understand the specific functional requirements and challenges of designing these formats. Learn about modular design and sustainability considerations for temporary retail spaces.

Image Source: 5 Star Plus Retail Design

Meet Your Trainer

Image Source: 5 Star Plus Retail Design

Barbara Seidelmann is the Founder and Managing Director of 5 Star Plus Retail Design, an award-winning firm specializing in commercial architecture and interior design with a strong presence in Europe and China. With over 12 years of experience, Barbara leads a team that delivers innovative design solutions for retail stores, restaurants, franchise chains, pop-up stores, and exhibition stands. Her firm also develops visual identities and offers consulting and project management services. Barbara's work has supported renowned brands like UGG, Swatch, and Huawei, as well as government and non-profit organizations. Her projects have been featured in international media and have received numerous design awards.

“Simply selling products is not enough: a brand must know where it wants to go in the next five years and how it should be presented,” says Barbara Seidelmann. “Successful retail spaces shine at the interface between marketing strategy and interior design. Austrian retail companies have incredible potential in retail design, especially when it comes to increasing sales and brand experience.”

Top 5 Eco-Friendly Materials Revolutionizing Retail Stores - Why It's Important That You Use Them

August 27, 2024

In today’s retail landscape, sustainability is no longer a mere trend but a necessity. As consumers become more environmentally conscious, retailers are increasingly turning to eco-friendly materials to reduce their environmental impact and meet customer expectations. However, it's crucial to remember that natural materials might not inherently meet fire safety standards, so you have to arrange additional treatments for making them fire-rated proof. Here, we explore the top five eco-friendly materials revolutionizing retail stores and why their adoption is crucial.

1. Reclaimed Wood

Image Source: 5 Star Plus Retail Design

• •Sustainability: Reclaimed wood is sourced from old buildings, barns, and factories, reducing the need for new timber and minimizing deforestation.
• •Aesthetic Appeal: Reclaimed wood adds a rustic and unique look to retail spaces, creating a warm and inviting atmosphere that resonates with customers seeking authenticity and character.
• •Environmental Impact: By reusing existing wood, we conserve forests and reduce waste, contributing to a more sustainable and circular economy.

2. Bamboo

Image Source: 5 Star Plus Retail Design

• •Rapid Growth: Bamboo grows much faster than traditional timber, making it a highly renewable resource. It can be harvested in just a few years, compared to decades for most hardwoods.
• •Versatility: Bamboo is used for flooring, shelving, and even furniture, offering a durable and attractive alternative to conventional materials.
• •Carbon Sequestration: Bamboo absorbs more CO2 compared to other plants, helping to combat climate change by reducing greenhouse gases in the atmosphere.

3. Cork

Image Source: 5 Star Plus Retail Design

• •Renewable Resource: Cork is harvested from the bark of cork oak trees, which regenerate their bark, making it a sustainable choice. This process does not harm the trees, allowing them to continue growing and absorbing CO2.
• •Insulation Properties: Cork provides excellent thermal and acoustic insulation, enhancing the energy efficiency and comfort of retail spaces.
• •Biodiversity: Cork oak forests support diverse ecosystems, promoting biodiversity and protecting wildlife habitats.

4. Recycled Metal

Image Source: 5 Star Plus Retail Design

• •Durability: Recycled metal is strong and long-lasting, reducing the need for frequent replacements and lowering overall material consumption.
• •Eco-Friendly: Using recycled metal helps reduce mining and conserves natural resources, minimizing the environmental impact of metal production.
• •Energy Efficiency: Recycling metal uses significantly less energy than producing new metal from ore, leading to substantial energy savings and reduced greenhouse gas emissions.

5. Recycled Plastic

Image Source: 5 Star Plus Retail Design

• •Waste Reduction: Recycled plastic repurposes waste materials, reducing landfill impact and promoting a circular economy.
• •Versatility: It can be molded into various shapes and used for fixtures, fittings, and even furniture, providing a flexible and sustainable solution for retail design.
• •Circular Economy: By keeping plastic in use and out of the environment, recycled plastic supports a circular economy, where materials are continuously reused and repurposed.

Why We Should Pay Attention to and Use Eco-Friendly Materials

Environmental Benefits

• •Reduction in Carbon Footprint: Eco-friendly materials often require less energy to produce and transport, leading to lower greenhouse gas emissions and a smaller carbon footprint.
• •Conservation of Natural Resources: By using sustainable materials like bamboo and reclaimed wood, we reduce the need for new raw materials, preserving forests and other natural resources.
• •Waste Reduction: Materials like recycled plastic and metal help divert waste from landfills, promoting a circular economy and reducing environmental pollution.

Health and Safety

• •Non-Toxic: Many eco-friendly materials, such as natural paints and organic textiles, are free from harmful chemicals and VOCs, creating a healthier indoor environment for both employees and customers.

Economic Advantages

• •Cost Savings: While some eco-friendly materials might have a higher upfront cost, they often lead to long-term savings through durability, reduced maintenance, and energy efficiency.
• •Consumer Demand: Increasingly, consumers prefer to shop at stores that prioritize sustainability.

Innovation and Aesthetics

• •Unique Design: Eco-friendly materials often offer unique textures and aesthetics that can set a retail space apart, creating a distinctive and appealing shopping experience.
• •Innovation: Embracing sustainable materials encourages innovation in design and construction, leading to new and creative solutions in retail environments.

By integrating eco-friendly materials into retail stores, we can make a positive impact on the environment, improve health and safety, achieve economic benefits, fulfill social responsibilities, and enhance brand image. It’s a win-win situation for businesses, consumers, and the planet.

Design and Execution of UK Pavilion at Beauty Showcase in Hangzhou 2024

August 27, 2024

From the 15th to the 17th of August 2024, the UK’s Department for Business and Trade organized a UK Pavilion at the Beauty Showcase in Hangzhou, China. This event was strategically planned to elevate the presence of British beauty and personal care brands in a market known for its rapid growth and increasing demand for high-quality, natural products. The Pavilion served as a key platform to highlight the strengths of the UK’s beauty industry, focusing on brands committed to natural, clean, organic, and ethical values, all under the esteemed "Made in Britain" banner.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

5 Star Plus Retail Design was entrusted with the design and execution of this 58.5 sqm Pavilion, following their successful bid for the project. The goal was to create a space that not only captured the essence of British beauty brands but also resonated with the expectations of the Chinese audience. The design had to be functional, providing ample display areas for 14 UK brands, while also being visually compelling to attract and engage visitors. The layout was carefully crafted to guide visitors through the Pavilion, offering a seamless flow that culminated in a central meeting area, ideal for business discussions and networking opportunities. The overall aim was to foster deeper connections between UK brands and potential partners in the Chinese market, positioning British beauty products at the forefront of consumer attention.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Trends Report Part 2: Innovative Retail Design Concepts in Beijing’s Sanlitun District

July 24, 2024

The Box: A Multi-Sensory Retail Destination

The Box shopping mall in Sanlitun sets a new standard for retail design, offering a diverse range of shopping options within a visually captivating and multi-sensory environment.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

What is Special About the Concept Design of The Box:

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Key Trends Shaping Retail Design

The design concepts of these standout stores in Beijing’s Sanlitun district reveal several key trends that are shaping the future of retail:

Exploring the Future of Retail in Sanlitun Beijing

The retail landscape in Beijing’s Sanlitun district is a vibrant showcase of innovative design and cutting-edge trends. These stores are not merely places to shop; they are destinations where art, technology, and community converge to create unforgettable experiences. From Adidas’ blend of sport and sustainability to Gentle Monster’s fusion of retail and art, Harmay’s minimalist elegance, and The Box’s multi-sensory allure, each of these stores offers a glimpse into the future of retail design.

Sanlitun is setting the stage for a new era of retail, where shopping transcends traditional boundaries to become an art form that delights and inspires. As these trends continue to evolve, they promise to redefine the retail experience, making it more immersive, engaging, and environmentally conscious. For those looking to experience the forefront of retail innovation, Sanlitun is undoubtedly the place to be.

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Trends Report Part 1: Innovative Retail Design Concepts in Beijing’s Sanlitun District

July 15, 2024

Beijing’s Sanlitun district is a thriving epicenter of retail innovation, home to some of the most cutting-edge and immersive shopping experiences. This trends report highlights the design concepts of four standout retail spaces: Adidas Sanlitun, Gentle Monster Sanlitun, Harmay Sanlitun, and The Box shopping mall. Each of these stores showcases unique and forward-thinking design principles that are shaping the future of retail.

Adidas Sanlitun: Merging Sport, Style, and Sustainability

The Adidas flagship store in Sanlitun exemplifies a harmonious blend of sports and lifestyle elements, creating a dynamic and engaging shopping environment.

Image Source: 5 Star Plus Retail Design

Concept Design:

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

The Adidas Sanlitun store in Beijing, China, stands out due to its flagship status, offering a broader range of products, including exclusive and limited-edition items. The store's design is innovative, featuring advanced architecture, interactive displays, and unique installations for an immersive shopping experience. It also integrates advanced technologies like virtual fitting rooms and augmented reality, providing a cutting-edge and engaging retail environment. These elements combined make the Adidas Sanlitun store a unique and enhanced retail environment compared to standard Adidas stores.

Gentle Monster Sanlitun: Where Art Meets Retail

Gentle Monster’s Sanlitun store transcends traditional retail design by merging high-fashion eyewear with an art gallery atmosphere, creating a unique and immersive shopping experience.

Image Source: 5 Star Plus Retail Design

Concept Design:

Image Source: 5 Star Plus Retail Design

The Gentle Monster Sanlitun store in Beijing distinguishes itself through its artistic and immersive design, featuring unique themes and creative installations that resemble art rather than traditional retail space. It offers exclusive and limited-edition eyewear collections, integrating innovative technology to enhance the shopping experience. The store emphasizes a luxurious customer journey with personalized services and attentive staff, making it a memorable and engaging destination for shoppers. These elements collectively make the Gentle Monster Sanlitun store a special and standout location, setting it apart from other retail stores.

Harmay Sanlitun: Beauty in Simplicity and Elegance

Harmay’s Sanlitun store offers a sophisticated and minimalist environment for beauty retail, characterized by its elegant design and thoughtful spatial planning.

Image Source: 5 Star Plus Retail Design

Concept Design:

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Harmay's Sanlitun store in Beijing sets itself apart from traditional retail through its curated product selection, innovative and artistic interior design, and community-oriented spaces. It emphasizes a unique shopping experience by hosting events, integrating digital elements, and maintaining a limited distribution strategy to create exclusivity. Harmay's strong brand identity, focused on modern aesthetics and cultural influences, offers a niche, community-focused approach that differentiates it from mass-market retailers.

Highland Games Britcham 2024 and the Importance of Working with the Community

July 2, 2024

June 2nd, the Highland Games took place in Beijing, China. Organized by the British Chamber, Scottish Government Office in China, Scottish Development International, and Beijing Scottish Society, the event was all about community building and the promotion of Scottish culture. With a great understanding of how beneficial community building and customer engagement can be for brands, the chamber collaborated with various organizations to promote the Scottish lifestyle, culture, and products. The Highland Games were attended by over a thousand guests from the Scottish, British, Chinese, and international communities. This year had even more Scottish elements in the specially expanded Scottish Pavilion, as well as even more sports on the day, like five-a-side football, rugby, and the all-important tug-of-war competition.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

5 Star Plus Retail Design has a long history of working with the British Chamber on various occasions. Our team was a proud partner at this well-planned event and provided execution and project management services.

Image Source: 5 Star Plus Retail Design

How can Brands Leverage Events and Community Marketing?

Community marketing is vital because it helps businesses build strong relationships with their customers by keeping in touch and engaging with them regularly. This builds trust and makes customers more loyal to the brand, which can encourage them to tell others about it and lower the costs of advertising. It also provides a way to get feedback from customers, which can lead to new ideas and keep customers coming back. Community marketing makes the customer experience better, helps the brand stand out, and allows businesses to quickly adjust to changes in the market. In the end, it creates a group of loyal supporters who help the business grow and succeed over the long term.

Image Source: 5 Star Plus Retail Design

This marketing strategy has a unique allure that sets it apart from other marketing strategies. It is the opportunity to create real, immediate connections and involve customers in an experience.

Image Source: 5 Star Plus Retail Design

Exhibition Stand Design & Execution for AZO China at PROPAK Exhibition 2024 in Shanghai

June 27, 2024

5 Star Plus Retail Design executed a modular exhibition stand for AZO China at PROPAK Expo 2024 in Shanghai. The modular design concept, which was developed by the designers over a year ago, focuses on a clean and powerful display that attracts visitors from afar and leaves a lasting impression. A core aspect of AZO China is sustainability, necessitating the reuse of as many components as possible to align with its principles. The design needed to reflect the quality of AZO China’s products and corporate culture through an aesthetically pleasing yet minimalist approach. Inspired by AZO China’s industrial background, the design concept incorporates a high-tech feel, with elements echoing modern factories and warehouses.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Consistent with previous AZO China exhibition stands, the design relied on simple, clean lines that directed attention to three key areas: the story walls, the product showcase area, and the experience zone. Together, these areas offered a rich customer experience.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

“Future of Retail 2024” Delegation Trip to China

Juni 19, 2024

At the beginning of June, the Trade Division of the Austrian Federal Economic Chamber， together with Advantage Austria Shanghai and Peking, organized “Future of Retail 2024" , a retail delegation of Austrian brands visiting China.

Image Source: 5 Star Plus Retail Design

Howard Zhang, 5 Star Plus Retail Design’s Client Director in Beijing, and Nas Parvaz, Senior Designer and PMP, had the pleasure of meeting the delegation on Jun 6th to introduce Chinese brands and retail concepts Harmay, Gentle Monster, and the latest Adidas concept store in Sanlitun Taikooli. The objective was to explore innovations, new retail concepts, and interesting approaches toward design in each store. The team also explained the strategy of those brands that led them to great commercial success.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

On June 7th, Howard Zhang and Nas Parvaz accompanied the delegation to The Box and the world-famous Parkview Green Mall to provide objective insights into retail design.

Image Source: 5 Star Plus Retail Design

Before arriving in Beijing, from June 3rd to 5th, the delegation visited selected stores and brands in Shanghai with a focus on E-commerce with different platforms, including Nike, Lego, M&M, Raffles Mall, Conrad Bus Charging, Vacheron, and Roasters.

Image Source: 5 Star Plus Retail Design

Stay tuned for our next article where we will introduce some of the latest retail concepts and store designs in China.

Image Source: 5 Star Plus Retail Design

Virtual Retail Experience Design: Transforming Shopping in the Digital Age

May 29, 2024

In today’s fast-paced world, retail experiences are no longer confined to physical stores. The rise of virtual retail experience design has revolutionized how consumers interact with brands, products, and services.

What Is Virtual Retail Experience Design?

Virtual retail experience design combines cutting-edge technology, creative design, and consumer engagement to create immersive shopping experiences. Whether through virtual reality (VR), augmented reality (AR), or mixed reality (MR), these digital solutions enhance customer interactions and drive brand loyalty.

Image Source: 5 Star Plus Retail Design

Key Applications of Virtual Retail Experience Design

1. Virtual Showrooms and Product Visualization

2. Guided Navigation and Wayfinding

Image Source: 5 Star Plus Retail Design

3. Try Before You Buy

4. Reducing Returns and Enhancing Customer Satisfaction

5. Benefits of Virtual Retail Experiences

As technology continues to evolve, virtual retail experience design will play an even more significant role. Brands that invest in creating seamless, delightful virtual experiences will thrive in the digital age.

Role of Color Psychology in Office Design

May 27, 2024

In the realm of interior design, color is a powerful tool. It can evoke emotions, influence behavior, and set the tone for a space. Nowhere is this more evident than in office design, where the right color choices can have a significant impact on productivity, creativity, and overall well-being. Let’s delve into the world of color psychology and explore how it shapes our work environments.

Understanding Color Psychology

Color psychology studies how different colors affect human emotions and behavior. It’s a field that has been extensively researched, and applications have been found in various aspects of life, including marketing and retail design. The idea is that different colors can evoke specific emotional responses and even influence physiological reactions.

Image Source: DIY Maters

The Impact of Color on Productivity

Productivity is a top priority in any office setting, and the choice of colors can significantly affect an employee’s ability to focus and get work done. Here are some key considerations for using color psychology to enhance productivity:

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Considerations for Office Size and Layout

The size and layout of your office also play a role in color selection. In smaller spaces, avoid overwhelming colors, while larger areas can handle bolder choices and balance warm and cool tones to create harmony.

Conclusion

Color psychology in office design is not just about aesthetics; it directly impacts employee well-being, creativity, and overall morale. By strategically using color, companies can create workspaces that align with their goals and foster a positive, productive environment. So, when you’re choosing the color scheme for your office, think beyond aesthetics. At 5 Star Plus Retail Design, we can help you design your office space to align with your goals.

Barbara Seidelmann's Insights in Retail Association Austria's Latest Magazine

May 23, 2024

We are excited to share our Managing Director, Barbara Seidelmann's insights in the Handelsverband Österreich - Retail Association Austria's latest #Retail magazine.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: Handels Verband

Barbara Seidelmann, Managing Director at 5 Star Plus Retail Design, emphasizes the importance of flexibility and customization in retail. She advocates for larger chains to develop varied store formats tailored to different target groups, such as concept stores with coffee shops or bars. Customization corners for personalized products and incorporating technology for enhanced customer experiences are also key strategies.

She highlights successful implementations by international luxury and premium brands, noting that stores often use space creatively, such as for art galleries, events, or influencer collaborations. Technology plays a crucial role, with brands using virtual, augmented, and mixed reality to engage customers and encourage social media sharing. Apps in stores help generate shareable content, while 360-degree product scans enhance both in-store and online shopping experiences.

Image Source: Handels Verband

Image Source: Handels Verband

In Asia, live-streaming events hosted by Key Opinion Leaders (KOLs) or shop managers are popular. These events foster instant online purchases and strengthen customer relationships. Barbara Seidelmann advises considering space allocation for these events in stores from the beginning when live-streaming forms part of the brand’s retail strategy.

Authentic storytelling is vital, as exemplified by English shoe manufacturer Tricker's, which focuses on the longevity and quality of its products by opening international service centers.

Barbara Seidelmann's key message is that retailers should not blindly follow trends but implement strategies and technologies that align with their goals and target audience to create authenticity and build strong, successful brands.

Image Source: Handels Verband

How Retail Design Can Impact In-Store Consumer Engagement?

April 28, 2024

In the ever-evolving landscape of retail, the design of a store is not just about aesthetics; it’s a critical factor that can significantly influence consumer behavior and engagement.

Here are some key points on how retail design influences in-store consumer behavior:

The Strategic Role of Layout and Aesthetics

The journey of a consumer through a store is meticulously crafted by the strategic layout of the retail space. A well-thought-out design guides customers seamlessly from the entrance to the checkout, subtly influencing their purchasing decisions along the way. The placement of products, the flow of foot traffic, and the visibility of key items are all elements that require careful consideration.

Aesthetics play a pivotal role in creating an inviting atmosphere that resonates with the target audience. Elements such as lighting, color schemes, and signage must work in harmony to evoke the desired emotional response from consumers.

Embracing Digital Integration

In today’s digital age, integrating technology into the retail environment is no longer optional; it’s imperative. Incorporating digital signage and targeted displays can keep customers informed during their visit. These digital touchpoints not only engage customers but also provide valuable data that retailers can use to enhance the shopping experience.

Sensory Engagement: Beyond Sight

Retail design extends beyond visual elements; it’s a multi-sensory experience. Music, scent, and tactile experiences are carefully curated to align with the brand’s identity and appeal to consumers on a deeper level.

Image Source: 5 Star Plus Retail Design

Conclusion:

Investing in retail design is not just about creating a beautiful space; it’s about understanding and responding to consumer behavior. A well-designed store can lead to increased dwell time, higher conversion rates, and stronger brand loyalty. In the competitive world of retail, businesses that prioritize design will find themselves at the forefront, capturing the hearts and wallets of consumers.

Technological innovations for store design and stand Design

March 29, 2024

Our Managing Director, Barbara Seidelmann, was at EuroCIS 2024 in Düsseldorf, while our Client Manager, Diego Lopez, in Shanghai, participated in the APPP Digital Future, CIIF-EXPO / Digital Economy & Industrial Decarbonization, Tech G Expo - Smart City and CHIC Exhibition Spring 2024.Their experiences provided us with valuable insights into the Latest technology trends, helping us stay informed about what's happening in the retail industry.

USE OF LIGHTBOXES

New lighting elements as seen at APPP Digital Future in Shanghai，Image Source: 5 Star Plus Retail Design

Moving Surfaces - Texture Simulation

The captivating arrangement features a multitude of metallic cylinders, each with a concave hollow at one end. These cylinders are meticulously aligned in neat rows and columns, creating a mesmerizing pattern.

New lighting elements as seen at APPP Digital Future in Shanghai，Image Source: 5 Star Plus Retail Design

3D corner screens for Perspective generation

New lighting elements as seen at APPP Digital Future in Shanghai，Image Source: 5 Star Plus Retail Design

Holograms through blade movements and videos

The futuristic exhibition where holographic images materialize through the motion of blade-like structures. These structures serve as dynamic canvases for projecting three-dimensional illusions. Unlike traditional holograms, which rely on static surfaces, blade-based holography introduces movement and fluidity.

New lighting elements as seen at APPP Digital Future in Shanghai，Image Source: 5 Star Plus Retail Design

New lighting elements as seen at APPP Digital Future in Shanghai，Image Source: 5 Star Plus Retail Design

use of virtual showcases:

Virtual showcases have become increasingly popular in retail environments due to their ability to enhance the shopping experience and provide numerous benefits for both customers and retailers. Virtual showcases allow customers to visualize products in a realistic and immersive way. This can include 3D models, augmented reality (AR), or virtual reality (VR) experiences that provide a lifelike representation of the product, helping customers make informed purchase decisions.

New lighting elements as seen at APPP Digital Future in Shanghai，Image Source: 5 Star Plus Retail Design

New lighting elements as seen at APPP Digital Future in Shanghai，Image Source: 5 Star Plus Retail Design

Use of interactivity at the point of sale - touch screens - product information / Use of Artificial Intelligence technology in store design

New lighting elements as seen at APPP Digital Future in Shanghai，Image Source: 5 Star Plus Retail Design

New lighting elements as seen at APPP Digital Future in Shanghai，Image Source: 5 Star Plus Retail Design

Top 8 Retail Industry Technology Trends and Innovations for 2024

March 19, 2024

The retail landscape is undergoing a transformative journey, with technology leading the way to an innovative future. In 2024, several trends are set to redefine the way shopping is done, improve customer experiences, and optimize business operations. Let's take a look at these advanced retail technology trends, and explore what they are, how they work, and why they matter in shaping the retail landscape.

Image Source: created with AI

• 1.Algorithmic Retail – AI, ML, Smart Store, Immersive Tech:
• Algorithmic retail leverages artificial intelligence (AI) and machine learning (ML) to enhance various aspects of retail. It powers smart stores, automates processes, and creates immersive shopping experiences. Why is it important? It helps retailers make data-driven decisions, optimize inventory, and personalize customer interactions.


• 2.Diversification of the Customer Experience (CX):
• CX goes beyond just buying products. It includes pre-purchase, purchase, and post-purchase interactions. Retailers focus on seamless experiences across online and offline channels. Why is it important? Happy customers lead to repeat business and positive word-of-mouth.


• 3.Unified Commerce: Beyond Omnichannel:
• Unified commerce integrates all channels (online, in-store, mobile) into a seamless experience. Customers can start shopping on one channel and continue on another without disruptions. Why is it important? It reduces friction, improves customer satisfaction, and boosts sales.


• 4.AI-based Personalization, Pricing, Marketing, Promotions, and Loyalty:
• AI tailor’s recommendations, pricing, and marketing based on individual preferences. Algorithms analyzed data to create personalized offers and loyalty programs. Why is it important? Personalization drives engagement and customer loyalty.




Image Source: created with AI



• 5.Operationalizing Sustainability:
• Retailers focus on eco-friendly practices, from sourcing to packaging. Sustainable supply chains, energy-efficient stores, and waste reduction.Why is it important? Consumers care about sustainability, and it’s good for the planet.


• 6.Composable Architecture:
• Flexibility for Retail Innovation: Composable architecture allows retailers to build flexible systems using modular components. It enables quick adaptation to changing market needs. Why is it important? Retailers can innovate faster and stay competitive.


• 7.Financial Planning Tools:
• Navigating Market Volatility: Tools that help retailers manage finances, budgets, and investments. Real-time data analysis for informed decision-making.Why is it important? Volatile markets require agility and smart financial planning.


• 8.Mobility Matures: Empowering Sales Associates for Enhanced Customer Service:
• Equipping sales associates with mobile devices for better customer interactions. Associates access product information, inventory, and customer history on the go.Why is it important? Improved service leads to higher sales and happier customers.

As the retail landscape evolves, embracing technology is no longer a choice but a vital necessity. These technologies are infiltrating the retail industry, enhancing personalization, inventory management, and demand forecasting. Retailers need to craft a retail environment that not only embraces innovation but also reflects the essence of the brand in the digital age.

The Role of Design in Successful Pop-Up Design Marketing and Impact of Pop-Up Stores for Businesses

February 29, 2024

In the ever-evolving landscape of retail, businesses are continually seeking innovative ways to connect with their audience and create memorable brand experiences. One such strategy that has gained significant traction in recent years is the utilization of pop-up stores. These temporary retail spaces serve as a unique and engaging channel for businesses to interact with consumers.

The Power of Pop-Up Stores

Pop-up stores have emerged as powerful tools for businesses to break through the clutter of traditional retail and connect with consumers on a more personal level. These temporary spaces provide a sense of exclusivity and urgency, driving consumers to explore and engage with the brand in a way that traditional retail spaces may not achieve. Pop-Up stores are a cost-effective way to test innovative formats, reach new audiences, and explore potential locations.

The Role of Design in Pop-Up Success

Creating Immersive Experiences:

Successful pop-ups are not just about selling products; they are about creating immersive brand experiences. Design plays a pivotal role in transforming a temporary space into a captivating environment that reflects the brand's personality and resonates with the target audience. From the layout to the visual elements, every aspect of design contributes to the overall experience.

Brand Consistency and Recognition:

Consistency in design is crucial for reinforcing brand identity. A well-designed pop-up store should seamlessly align with the overall brand image, ensuring that customers can instantly recognize and connect with the products and messaging. This consistency builds trust and reinforces brand loyalty.

Adaptability and Flexibility:

Pop-up stores, by nature, are temporary, and their success often depends on their ability to adapt to different locations and themes. Design should be flexible enough to accommodate various spaces while maintaining a cohesive brand narrative. Portable and modular design elements enhance the adaptability of pop-up stores.

Impact of Pop-Up Stores on Businesses:

Increased Brand Visibility:

Pop-up stores generate a buzz that extends beyond the temporary physical space, helping brands capitalize on new trends and niche markets at a low cost while enabling them to go viral.

Market Testing and Product Launches:

Businesses can use pop-up stores as a testing ground for new markets or products. The direct interaction with customers provides valuable feedback, allowing companies to refine their strategies before a full-scale launch.

Staying Relevant and Adaptive:

In a rapidly changing retail landscape, businesses that embrace the pop-up concept demonstrate adaptability and a willingness to explore new avenues. This innovative approach keeps the brand relevant, attracting attention from consumers and industry peers alike.

Conclusion:

In the realm of modern retail, the role of design in the success of pop-up marketing cannot be overstated. The well-executed design transforms temporary spaces into memorable brand experiences, contributing to increased visibility, brand loyalty, and market expansion. Businesses that strategically leverage pop-up stores as part of their marketing arsenal stand to gain not only short-term success but also long-term brand growth through meaningful customer connections.

Introduction of New Team Member: Diego Lopez, Client Director Shanghai

February 26, 2024

Today we are delighted to introduce Diego López Suárez. Diego, originally from Colombia and with extensive experience in marketing and communication, joined 5 Star Plus in spring 2023. He leads business development, project management, and client relations in Shanghai. Diego’s professional journey began with organizing events and concerts in Colombia, followed by marketing roles in Spain. His leadership spans cities like Bogota, Caracas, Madrid, and Miami. Diego holds degrees in Advertising and Public Relations, as well as a master’s in digital business from ESIC. He reinvented himself through digitalization and now forms part of the 5 Star Plus Retail Design China team as the Client Director in Shanghai.

Image Source: 5 Star Plus Retail Design

Diego's Super Skills:

Diego is like a Duracell Bunny who keeps going and going. He is extremely organized and proactive and has impressive self-motivation and self-management skills. With his remarkable energy, Diego visits many trade fairs and industry-related events in China each week, always looking for the latest trends and ready to build new connections. With his very international background, building networks comes easy to him. Diego’s interests span travel, history, photography, and dancing to Latin music.

Image Source: 5 Star Plus Retail Design

What we love about Diego:

Diego is a person who always smiles and radiates energy. Our team greatly appreciates his enthusiasm, proactiveness, reliability, and positive attitude in every situation. He is a very people-oriented person and knows how to make others feel safe and welcome. We know that we can always count on Diego.

What is Diego’s favorite project?

Diego looks back fondly on his early professional experiences, particularly his time in the press office of Colombia's leading entertainment company, years before joining 5 Star Plus Retail Design. He happily recalls his participation in organizing concerts for artists such as Guns N' Roses, Elton John, Pet Shop Boys, Celia Cruz, and Luciano Pavarotti, among many other artists. These experiences instilled in him a deep appreciation for large-scale events' dynamics and media management's intricacies.

At 5 Star Plus Retail Design, Diego’s project highlights include the large-scale International Children's Day 2023 event organized for Unicef in Beijing and the award-winning design and build of the UK Pavilion at the 2023 China Beauty Expo in Shanghai.

Bronze for 5 Star Plus Retail Design at the Austrian Federal Advertising Awards

February 06, 2024

We are thrilled to announce that 5 Star Plus Retail Design has won the bronze award in the POS | Exhibition Architecture category of the prestigious Austriacus Austrian Federal Advertising Awards.

Image Source: Katharina Schiffl by WKÖ Redaktion

Our project, the design of the UK Pavilion at the China Beauty Expo, had entered the nationwide competition as the bronze winner of the Austriacus Vienna edition (see our article from December 13!). Over 2500 projects had been submitted in 12 categories in the different Austrian federal states in 2023. In the countrywide round, the works of the finalists from the nine federal states were then evaluated and ranked by a jury.

Image Source: Katharina Schiffl by WKÖ Redaktion

The suspense came to a climax at the award ceremony at the headquarters of the Austrian Federal Economic Chamber in Vienna on February 1. Moderated by star host Silvia Schneider, the various categories were presented by key representatives from the creative industry.

Image Source: 5 Star Plus Retail Design

Our awarded project was the design and execution of the UK Pavilion at the China Beauty Expo, an assignment concluding a tender by the UK’s Department for Business and Trade in 2022. Inspired by the “English rose”, a flower well-known everywhere in the world, the developed exhibition stand design concept featured 12 UK brands from the beauty sector and their products.

Image Source: Katharina Schiffl by WKÖ Redaktion

We are proud to have been recognized for our work and are grateful to our team for their hard work and dedication. We would also like to thank our client for their trust and support.

Introduction of New Team Member: Nas Parvaz, Senior Designer & PMP

January 30, 2024

Today, we would like to present another colleague who recently joined the team at 5 Star Plus Retail Design: Nas Parvaz, Senior Designer, PMP based in Shanghai.

Image Source: 5 Star Plus Retail Design

Nas, originally hailing from Iran and shaped by an international upbringing, commenced her role with the 5 Star Plus Retail Design Team in late 2023. Before this, she served as an Architect Designer, and Engineer with a prominent international company in China. Nas holds a bachelor’s degree in interior design from Iran's esteemed Sooreh Art University and earned her master’s in architectural engineering from Korea University, which is recognized as one of the top three universities in South Korea. In addition to her academic achievements, Nas holds a certificate in project management and proudly possesses a Project Management Professional (PMP) certification.

Nas’s Super Skills:

Nas is an empathetic and responsible person with a diverse international experience. This background enables her to handle any design and project management challenge with ease. She loves traveling, road trips, and nature, plays tennis, practices kickboxing, and goes running in her spare time.

What we love about Nas:

At 5 Star Plus Retail Design, we love Nas’ very positive spirit and friendly, supportive attitude. We also appreciate her curiosity and commitment to continuous learning. Nas radiates kindness and inner calmness and is always ready to lead or support a project and deliver perfect results together with the team.

Image Source: 5 Star Plus Retail Design

What is Nas’ favorite project?

One project that holds a special place in Nas’ heart hails from her time working in South Korea—a massive 50,000-unit residential complex. Nas was intricately involved in crafting the interior design of individual units and played a pivotal role in shaping the overall urban design. Given the project's location in Turkmenistan, the incorporation of Islamic design elements became a priority, and she found great joy in designing the gardens and urban spaces with a harmonious blend of traditional Islamic style and modern architecture. It's the seamless fusion of heritage and contemporary design that makes this project my absolute favorite.

Introduction of NewTeam Member: Howard Zhang, Client Director Beijing

January 24, 2024

We are delighted to announce that from January 1st, 2024, Howard Zhang has joined 5 Star Plus Retail Design as the new Client Director in Beijing. Howard will work alongside Denise Chen, also the Client Director in Beijing, and manage a major part of the company’s projects and client relationships in the future.

Image Source: 5 Star Plus Retail Design

Howard has over 15 years of experience in the marketing and communications industry. Before joining 5 Star Plus Retail Design, Howard led the marketing and corporate communications team at the China-Britain Business Council (CBBC). With experience in editing and a solid knowledge of media management, Howard worked for several well-known real estate and PR firms including Savills, Jones Lang LaSalle (JLL), Havas China, and East-West Public Relations.

Howard’s Super Skills:

Howard is an excellent communicator and proficient at engaging externally with clients and business partners. His super skill is to stay calm and always very polite in times of stressful work. Outside work, Howard impresses with his tennis and expert tango dancing skills, likes mountain biking, and collects old telephones.

What we love about Howard:

Our team loves that Howard has a great sense of humor and is always in a good mood and ready to support. We also appreciate Howard’s remarkable well-groomed style and strong hands-on work attitude.

What is Howard’s favorite project?

Howard’s favorite projects include high-profile and international projects like work for the British Chamber of Commerce and the James Bond Movie Pre-Screening Event.

Design Execution of Austrian Winter Sports Days in China 2023

January 11, 2024

In December, Tonghua, China, came alive with the Austrian Winter Sports Days—an annual event for businesses and government representatives. This annual event, organized by ADVANTAGE AUSTRIA, the Tonghua government, and Österreich Werbung / Austrian National Tourist Office, serves as a platform to showcase Austrian products, services, and solutions in the winter sports sector.

Image Source: Advantage Austrian

Image Source: Advantage Austrian

The event drew sponsorship and attendance from a wide range of companies, including well-known names such as Head, Doppelmayr, Axess, Semperit, Red Bull, Gebrüder Weiss, Fürst Carl Biere, Julius Meinl, Blizzard, Sölden, Fischer, Atomic, Tecnica, ADG, Wartburg, Conrad Shenyang, Regent Beijing, The Opposite House, Hilton Beijing, hohes C, Botzeit, Hotel Eclat, The Ritz-Carlton Beijing, Suki, and Mesos Beijing.

Image Source: Advantage Austrian

5 Star Plus Retail Design had the privilege of supporting this event with design and execution services, marking a joyous reunion after years of pandemic restrictions.

Image Source: Advantage Austrian

The scope of work for this project encompassed event visual design and implementation and spanned across various components including the conference, welcome reception, ski race, and gala dinner.

Image Source: Advantage Austrian

5 Star Plus Retail Design is proud to have contributed to this showcase and eagerly anticipates future opportunities for collaborations.

2023 Review: Highlights at 5StarPlusRetailDesign

January 10, 2024

With the start of the new year, we want to take a look back and review the most significant milestones achieved in 2023, underscoring our dedication to excellence and growth within the industry.

In the course of the past year, we completed exhibition stands, store concept designs, and event projects for British, Austrian, Chinese, German, Swiss, and global clients in China, Southeast Asia, and Europe.

In june 5 Star Plus Retail Design achieved certification and registration as an Engineering Office for Interior Architecture in Austria in addition to the existing licenses as an Advertising Architect and Advertising Agency. This enables us to take on more complex technical work and large-scale projects besides the existing service offering within the European Union.

Image Source: 5 Star Plus Retail Design

Finally, we are honored to share our success at the Austriacus Awards 2023 in Vienna in November, where our Company secured the bronze award in the #POS – Exhibition Architecture category. Looking ahead, we are enthusiastic about the opportunities that the various markets will bring for us in 2024. We want to express our sincere gratitude to our clients, partners, and the dedicated team at 5 Star Plus Retail Design. Your trust and support have allowed us to persevere and succeed over the past decade.

Image Source: 5 Star Plus Retail Design

Austriacus Award 2023

December 13, 2023

We're beyond thrilled to announce that 5 Star Plus Retail Design has secured the bronze award in the prestigious #AustriacusAwards 2023 Vienna edition, specifically in the #POS – Exhibition Architecture category.

Project: UK Pavilion at China Beauty Expo | Client: UK’s Department for Business and Trade

Inspired by the “English rose”, a flower well-known everywhere in the world, 5 Star Plus Retail Design developed and executed an exhibition stand design concept for the UK Pavilion at the China Beauty Expo in Shanghai featuring 12 UK brands.

The English rose was also one of late Queen Elisabeth’s favorite flowers and inspired a whole make-up trend with the same name. In the pavilion design, the rose is featured as an abstract, three-dimensional watercolor sculpture that also serves as a background for photos and events. Black-and-white sketches of plants like daffodils, clovers, and thistles are applied on the wall, the floor, and the furniture throughout the stand to underline the strength of UK beauty brands, which lies in organic, local, and high-quality plant-based ingredients.

The layout of the exhibition stand was divided into two main areas (exhibitor and business discussion area) with a branded main ally lined by LED strips along the floor and ceiling.

At 5 Star Plus Retail Design, our team is genuinely delighted to witness the acknowledgment of our creative design services in this form. We sincerely thank everyone involved in this remarkable journey, our client #DBT, #WerbungWien and #Austriacus for valuing our work!

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Exhibition Stand Design for AZO China at CIPM 2023 in Xiamen

November 27, 2023

5 Star Plus Retail Design had the pleasure of planning the modular exhibition stand design for AZO China at the China International Pharmaceutical Machinery (CIPM) Expo 2023 in Xiamen. Based on the previously designed and produced modular exhibition stand, which can be adjusted to a number of smaller and bigger stand formats, the stand structure was planned to maximize the potential of the local site and customer flow direction. The result was a clean and powerful exhibition stand that attracted people from far away and made a lasting impression. As with the previous AZO China exhibition stands, the key features of the concept were the highlighted equipment on display, the experience area, and the story walls. AZO China also broadcasted a live stream of their equipment solutions in action from the headquarters in Tianjin.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

How to Craft an Innovative and Sustainable Office Design: A Case Study

October 30, 2023

Designing an office space that embodies a company's core values and brand identity is a creative endeavor that requires careful thought and planning. In this article, we will explore how 5 Star Plus Retail Design successfully transformed a client’s new office in Beijing into a hub of sustainability, speed, and innovation. By delving into this case study, we will uncover valuable design insights that can be applied to your own projects.

Understanding the Company and Its Values

Before diving into the design process, it is essential to comprehend the company's mission, core values, and objectives to ensure a design that resonates with its brand identity. In this case, the client’s commitment to providing intelligent, reliable, and environmentally friendly intermodal transport solutions via rail was at the forefront of the design process.

Image Source: 5 Star Plus Retail Design

Choosing the Ideal Location

Selecting the right location for your project is critical. In our case study, the client chose Fengtai, an emerging financial district in Beijing, to house their new office. The choice of location can significantly impact the accessibility and overall atmosphere of the space.

Image Source: 5 Star Plus Retail Design

Encouraging Creativity and Teamwork

The primary design goal for us was to create a space that encourages creativity and teamwork. This objective can be achieved by incorporating both formal and informal work and meeting spaces. 5 Star Plus Retail Design implemented an open area, ergonomic standing tables, note boards, and a multipurpose kitchen to foster collaboration and efficient communication within the team.

Image Source: 5 Star Plus Retail Design

Embracing Sustainability

Sustainability was a core value for our client, and it needed to be reflected in the office design. The kitchen in the office was inspired by the idea of metal containers and incorporated metal mesh, achieving a modern industrial look. This design choice not only contributed to the office's sustainability but also reflected the company's commitment to environmentally friendly practices.

Innovative Lighting Solutions

Innovation is a key aspect of this brand, and this is exemplified by the multiple hanging spotlights in the office. These spotlights not only provide effective illumination but also serve as a highly innovative design solution, adding a touch of uniqueness to the space.

Image Source: 5 Star Plus Retail Design

Modern and Visionary Design

Finally, the overall design of the office aligns seamlessly with the company's brand identity, values, and long-term vision. The stylish, clean design reflects the company's commitment to innovation and sets the tone for a forward-thinking workspace.

Image Source: 5 Star Plus Retail Design

The design work above was developed as part of a project for Cargo Beamer. Designing an office that encapsulates a company's core values and fosters sustainability, creativity, and innovation is a multifaceted process. By examining the successful transformation of our example Beijing office, we've gained valuable design insights that can be applied to any project. Remember to understand the company's values, choose the right location, encourage teamwork and creativity, embrace sustainability, incorporate innovative design elements, and maintain a modern and visionary design to create an inspiring workspace that reflects the company's identity.

AZO China's Exhibition Stand: More Visibility for an Authentic Brand Through Storytelling

October 25, 2023

As businesses compete for the attention of attendees and seek to make a lasting impact, effective storytelling is emerging as a key trend in exhibition stand design. Through our exhibition stand design created for AZO China, let's explore how storytelling is transforming the trade show field and captivating audiences in this dynamic landscape.

Narrative Environments – Focus on Core Values and Brand Personality Aspects:

Today, design is about creating narrative environments that immerse visitors in a story. They convey the brand's message or product story. By transporting visitors into a carefully crafted narrative, brands can forge emotional connections and leave a lasting impression. In order to create powerful, authentic brands, these stories need to be based on the brand’s identity and the real value a brand creates for its customers.

For instance, in the case of the exhibition stand design for the well-known German brand AZO, the objective was to deliver a visual reference to the environment where AZO China products are in use, which are often warehouses or factories. This was skillfully achieved through shapes inspired by containers and storage units and the incorporation of stainless steel accents, harmoniously blended with the brand's distinctive colors, resulting in a powerful and immersive experience that resonated with attendees.

Image Source: 5 Star Plus Retail Design

To establish a deeper connection with visitors, the exhibition stand design incorporates five strategically positioned storyboards. These modular elements are designed for easy installation and de-installation, ensuring flexibility in their placement. The storyboards serve as informative pillars, delivering engaging narratives that encompass the company's history, product introductions, noteworthy achievements, corporate news updates, sustainability initiatives, and comprehensive after-sales services.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Interactive Storytelling:

Brands are employing touchscreen displays, augmented reality (AR), and virtual reality (VR) experiences to engage visitors. Through interactive storytelling, attendees can explore a brand's story, product features, or corporate values at their own pace. This hands-on approach not only enhances engagement but also allows for data collection and personalized follow-up interactions.

In the context of immersive experiences, the AZO China exhibition stand design places great emphasis on creating a dedicated "AZO experience" area. Here, visitors can fully immerse themselves in the world of AZO China, staying aligned with the brand's position at the forefront of the market. This space offers a unique opportunity to engage with AZO China's products, environment, story, and overall essence through the use of pre-existing content. Furthermore, it serves as an ideal venue for hosting media events or customer presentations, providing a platform to showcase interactive company presentations, captivating 3D factory videos, and even a virtual exhibition stand experience that embodies the essence of AZO China's brand narrative.

Image Source: 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Purpose-Driven Exhibits:

Aligned with the broader trend of purpose-driven storytelling, exhibition stands have increasingly become focal points for conveying a brand's mission, values, and real-world impact. These stands are designed to captivate visitors by prominently showcasing sustainability efforts, social responsibility initiatives, and the broader positive contributions a brand makes to society. In doing so, purpose-driven storytelling serves as a powerful means not only to communicate a brand's core values but also to strike a chord with conscious consumers who prioritize such values.

In this context, AZO China's exhibition stand design drew inspiration from the themes of high-tech, industrial innovation, modernity, and sustainability. The overarching objective was to craft a flexible and modular stand design firmly rooted in the global brand identity, adaptable to various stand sizes for exhibitions in China. A key focus was maximizing component reusability, aligning with AZO China's commitment to sustainability principles. This concept aimed to showcase both the exceptional quality of AZO China's products and the essence of their corporate culture, all encapsulated within an aesthetically striking yet minimalist design.

Image Source: 5 Star Plus Retail Design

Storytelling in exhibition stand design has evolved into a multifaceted and dynamic practice in 2023. Brands that effectively harness the above-mentioned aspects, and are poised to leave a lasting impression on trade show attendees. As the competition for attention continues to intensify, storytelling will remain a cornerstone of successful exhibition stand design, connecting brands with their audiences in meaningful and memorable ways.

High-Impact Retail Design: Crafting Authentic Brand Stories for Immersive Customer Engagement

October 23, 2023

In the fast-paced world of retail, where competition is fierce while consumer expectations continue to evolve, high-impact retail design has emerged as a critical component of success. High-impact retail design is the strategic fusion of art and science. It solves the challenges of modern retail by creating immersive, customer-centric spaces that boost sales, enhance brand perception, and adapt seamlessly to evolving consumer preferences.

Image Source: 5 Star Plus Retail Design

The Impact of High-Impact Retail Design

Consumers, armed with ever-evolving expectations, demand more than just products; they seek experiences and authenticity. The rise of e-commerce further intensifies the pressure. High-impact retail design offers a solution to these challenges. It transforms stores into destinations, drawing in customers and fostering emotional connections by creating immersive and authentic brand experiences. The artful integration of technology, thoughtful layout design, and compelling storytelling captivates audiences, elevates brand perception, and ultimately bolsters sales.

Investing in high-impact retail design is worth it when we look at all the advantages they can bring:

• •Enhanced Customer Loyalty: Immersive, authentic experiences foster emotional connections with customers. When shoppers feel a genuine bond with a brand, they are more likely to return and become brand advocates.
• •Increased Sales and Average Transaction Value: Engaging retail spaces not only attracts foot traffic but also encourages shoppers to linger and make purchase decisions. The result is increased sales and higher average transaction values.
• •Differentiation in a Crowded Market: In a sea of competitors, a store that offers a unique, immersive experience stands out. It becomes a destination, drawing both loyal customers and curious newcomers.
• •Adaptability to Changing Trends: High-impact retail design is agile and flexible. It can be adjusted to accommodate evolving retail trends and consumer preferences, ensuring that a store remains relevant over time.

The Essence of High-Impact Retail Design

Here are some fundamental elements that are essential parts of the high-impact retail design:

Customer-Centric Approach: High-impact retail design starts with a deep understanding of the target audience to be able to create spaces that engage, captivate, and convert visitors into loyal customers.

Image Source: 5 Star Plus Retail Design

Seamless Integration of Technology: From interactive displays and augmented reality to contactless payment systems, technology enhances the shopping experience, making it more convenient and enjoyable.

Image Source: 5 Star Plus Retail Design

Storytelling and Branding: Great retail spaces are not just stores; they are platforms for storytelling. Through carefully curated visuals, displays, and interactive elements, high-impact design transforms a brand's story into a captivating journey for customers. Storytelling reinforces a brand's identity, creating an emotional connection with customers.

Image Source: 5 Star Plus Retail Design

Sustainability: Eco-conscious consumers are demanding more sustainable retail practices. High-impact design often includes sustainable materials, energy-efficient lighting, and eco-friendly store layouts to align with this growing trend.

Image Source: 5 Star Plus Retail Design

In an era where consumers seek meaningful connections with brands, high-impact retail design is the key to unlocking authentic, engaging, and immersive experiences. By crafting retail spaces that tell compelling brand stories, engage the senses, and transport customers into unique worlds, retailers can forge lasting connections and create brand loyalists. In essence, high-impact retail design isn't just about aesthetics; it's about shaping the future of retail itself.

The Effect on Consumer Behavior of Chinese and Western Social Media

September 28, 2023

In the dynamic landscape of contemporary retail, the symbiotic relationship between social media and consumer behavior has become an undeniable force. Any comprehensive marketing strategy today must include a robust social media component, as it wields unparalleled influence over purchasing trends. However, it's essential to recognize that the utilization of social media platforms diverges significantly between Western countries and China, despite the overarching globalization of digital culture. This article explores the intricate web connecting social media and the retail sector, exhibiting differences and similarities between the West and East.

Image Source: 5 Star Plus Retail Design

The Distinctive Social Media Landscape: West vs. East

In the Western hemisphere, social media is harnessed primarily for personal communication, content sharing, and networking. Companies here channel their efforts towards crafting compelling content and narratives that captivate users, often enlisting influencers and bloggers for collaborative works. Paid advertising options, connected with targeted ad campaigns, are integral elements of their marketing strategies.

For instance, in 2022, Fenty Beauty, the cosmetics brand founded by Rihanna, embarked on a highly successful social media campaign. This campaign centered around inclusivity and diversity and featured user-generated content celebrating individuals of diverse skin tones and ethnic backgrounds using Fenty Beauty products. The hashtag #FentyFamily became a rallying point for users to share their experiences. The campaign resonated powerfully on platforms like Instagram and Twitter, generating organic reach and promoting a positive brand sentiment.

Image Source: Beauty Packaging

In contrast, China integrates social media with shopping activities at a profoundly interactive level, creating an immersive shopping experience. Here, the basic elements of social media marketing are Key Opinion Leaders (KOLs) and WeChat, an all-encompassing platform that supports personalized marketing messages, loyalty programs, and direct sales. KOLs employ live-streaming, short videos, and product reviews to promote products, while WeChat functions as a multifaceted hub for brand engagement.

Image Source: Digital Business Lab

Huawei regularly conducts product launch events via livestream on Weibo and Douyin. These events not only introduce new products but also allow viewers to pre-order them directly within the livestream. This approach integrates brand promotion with e-commerce seamlessly.

Image Source: People’s Daily

Xiaomi leveraged WeChat for flash sales campaigns. They used their official WeChat account to announce limited-time discounts and sales events, encouraging users to make quick purchases directly through the platform.

Mutually Interdependent Trends: A Globalized Exchange

Despite the distinctions, the influence of social media knows no borders. China has long been a pioneer in social media trends, with practices like influencer marketing and livestream shopping gaining popularity and crossing over into Western markets. The latter, in particular, saw significant prominence during the COVID-19 pandemic when in-person shopping experiences were reduced. China's integration of e-commerce features within social media apps inspired Western platforms to explore similar functionalities, enabling users to purchase directly through their preferred social media channels.

This kind of effect works both ways. Western social media platforms have popularized user-generated content (UGC), the importance of authenticity, personal branding, and the showcasing of lifestyles. These trends have entered China, prompting Chinese companies to adopt UGC and emphasize authenticity. Consumers gravitate towards products that align with their personal brand and lifestyle choices.

The Imperative of Understanding

While mutual influence between Chinese and Western social media trends exists, it is crucial to note that each market has unique characteristics, cultural influences, and consumer preferences. Crafting localized content that resonates with the target audience, and aligns with cultural norms is non-negotiable. Overall, the key to success in social media marketing lies in understanding the target audience, tailoring strategies accordingly, and leveraging the unique features and cultural nuances of each platform. In the ever-evolving realm of social media and retail, this understanding remains the ultimate key to triumph.

Immersive Experience in Exhibition Stand Design through the Example of the UK Pavilion Concept

September 26, 2023

Strong storytelling and an immersive experience were at the core of our concept when designing the UK Pavilion for the CIFTIS 2023 exhibition stand. Although our design was not selected, we firmly believe it serves as an excellent example of how to lead visitors through a mesmerizing journey of immersive exploration into the "Architecture of the Future" while showcasing various UK sectors and excellence. Guided by the message "See Things Differently," we've woven together a tapestry of inspiration to transport guests into a realm where innovation meets imagination. By creating an environment that immerses attendees in the heart of the UK’s story, immersive design fosters a deeper connection and leaves a lasting impression.

Image Source: 5 Star Plus Retail Design

At the heart of our concept, visitors encounter a breathtaking panorama—a dazzling fusion of iconic UK architectural marvels. Here, they witness the physical manifestations of progress and the intricate web of thoughts, information, and services that underpin our modern world.

Image Source: 5 Star Plus Retail Design

Standing as the centerpiece of this awe-inspiring landscape is a tribute to the ageless essence of progress—an abstract structure inspired by an ancient UK landmark. However, here, it's reimagined as a masterpiece of dynamic design. The color-changing columns transform into a mesmerizing abstract composition, symbolizing the ever-shifting nature of progress itself.

Image Source: 5 Star Plus Retail Design

As guests explore further, they’ll be surrounded by translucent, abstract architectural shapes that offer a glimpse into the future. These shapes symbolize the trajectory of state-of-the-art sectors, digitalization, futuristic cities, and the global pathways paved by UK companies, products, and services. Each sector possesses its set of shapes, which are also transparent LED screens. The intricate interplay between these shapes and the central structure creates a seamless blend of form and function.

Image Source: 5 Star Plus Retail Design

The immersive event area offers an exciting opportunity for guests to experience the best that the UK can offer through VR glasses, headsets, and touchscreens. An immersive art wall displays animated contemporary UK artworks or can be individually controlled via VR equipment for events.

Image Source: 5 Star Plus Retail Design

Branding is an integral part of the experience. Illuminated logos, acrylic panels, and LED screens serve as dynamic canvases that narrate compelling stories.

Image Source: 5 Star Plus Retail Design

In this combination of inspiration and immersive experience, 5 Star Plus Retail Design redefines the very essence of exhibition design. Such experiences not only enhance brand recognition but also provide an opportunity to convey complex information in a memorable and accessible manner. In an increasingly competitive marketplace, the ability to forge emotional connections through immersive design is a strategic advantage that can significantly impact a brand's success in the exhibition field.

Nation Branding through Storytelling – Design Proposal for the Austrian Pavilion at the World Expo 2025 in Osaka

August 29, 2023

We are proud to present the work that we have developed as part of the design competition for the Austrian Pavilion at the World Expo 2025 in Osaka. While this pavilion design concept was not successful, it is an excellent example of how storytelling can be applied during the creative design process.

Image Source: 5 Star Plus Retail Design

The Expo’s theme “Designing Future Society for Our Lives” includes focal points such as “Co-Creation”, “Robotics” and “AI”. Exhibiting countries are invited to present projects and technologies that are suitable for achieving the Sustainable Development Goals set by the United Nations by 2030.

Image Source: 5 Star Plus Retail Design

When storytelling is done correctly during the design process, story concepts or values intrinsically linked to the country’s positioning are abstracted and woven into the overall design of a structure or space. On a large scale, applying the story inspirations should happen subtly and abstractly to avoid cliches and tacky designs. When applied to areas where visitors interact directly, the execution can be more concrete. We will explain how we did that for this project below.

Resonance as the Core Idea

As humans, we are responsible for shaping our future; each individual's actions impact this world. If, for example, many people work to implement the idea of sustainability, a kind of positive resonance, insight, and agreement is created, and the idea gains energy and impact. “Resonance” is also an essential concept in music, thus a reference to Austria’s image as the “Country of Music”.

Image Source: 5 Star Plus Retail Design

The architectural design concept is inspired by flowing musical shapes and the infinity symbol.

• -The bass and violin clefs provide space for the individual low and high voices of music and unite them into an artistic, grand whole – into “harmony”. This is a reference to the individual voices we have as humans, and collaboration being an important aspect in creating a shared and harmonious, yet multi-layered future.
• -Resonance waves are a sequence of curves. A synchronized resonance pattern from sustainable and coordinated actions creates overall harmony and balance.
• -The architectural forms are inspired by flowing, musical shapes. At the same time, the curves of the pavilion bend into an implied "Infinity" symbol, the sign of unity and infinity

Image Source: 5 Star Plus Retail Design

The final architecture perfectly fits into the available lot and maximizes space.

Story keywords: Music, flowing lines, resonance, future, infinity

Austrian Signature Landscape

The pavilion's design is also an abstraction of Austrian landscape forms: It’s a modern interpretation of the Austrian pre-Alpine region's mountains, hills, and valley landscapes. Wood is a significant local resource and is used as a building material.

Image Source: 5 Star Plus Retail Design

While the front and left sections of the building's exterior are kept in natural wood color, the facade transitions into a rich red tone towards the right side. Here, the red color represents the multicultural influence and diversity, hospitality, and the well-known Austrian charisma – in short, the qualities for which Austria is renowned worldwide.

Image Source: 5 Star Plus Retail Design

East Asian Philosophy: The Earth, Human, and Sky Trilogy

Embedded within the spatial design is the trinity principle: The pavilion is divided into three thematic areas in the interior, inspired by the East Asian philosophy of "Earth - Human - Sky."

Image Source: 5 Star Plus Retail Design

The ground floor, with the thematic area "Earth", showcases exhibition content such as: What is Austria? Clichés are questioned. The second floor, "Human," showcases technologies that people will be able to use in everyday life in the future: at work in a wide variety of industries, in education, and in private life. The top floor, "Sky," deals with more abstract topics and visionary projects. An open space, the "Echo Hall" in the center of the building was designed to confront visitors with themselves and encourage them to reflect.

Image Source: 5 Star Plus Retail Design

Why is Nation Branding Important?

Nation branding is important for countries to attract more investment and a high-skilled workforce, support the export of products of local companies, and promote tourism. Companies that export products will also benefit considerably from a strong country image – a Nielson study found that over 70% of global consumers believe that the location of a product is important and affects their purchase decision.

Storytelling helps to build an emotional connection with visitors and creates a lasting impression.

Read our previous article about Nation Branding for more information.

From Screen to Store: The Impact of Retail Design on Live Streaming

June 28, 2023

Retail design meets live streaming - what's the connection? It's all about creating an unforgettable and immersive experience for viewers, bringing the best of online and offline shopping together! Livestreaming events have taken the e-commerce industry by storm, allowing brands to showcase products, interact with customers in real time, and boost sales. But what makes these events truly stand out? That's where effective retail design comes in, enhancing the visual appeal and user experience to increase customer engagement. In this article, we gathered all the reasons why retail design is a must-have for any successful live-streaming event!

Visual Appeal: This reason is the most obvious when it comes to design elements during live streaming. Set design, lighting, props, and backdrops can significantly enhance the visual appeal of live-streaming events. An aesthetically pleasing and well-designed set creates a captivating atmosphere, capturing the attention of viewers and making the event more memorable.

Nike embraced live streaming by introducing "Nike Live" concept stores. Large screens showcased live athletic events, product launches, and interactive sessions with athletes and trainers. Customers could participate in real-time workouts or engage in Q&A sessions with experts.

Image Source: TDM.SPACE

Branding and Storytelling: Livestreaming events provide an opportunity for retailers to strengthen brand identity and convey the brand's story. Retail design elements can be used strategically to showcase brand logos, colors, and messaging, reinforcing brand recognition and creating a consistent brand experience for viewers.

Product Presentation: Livestreaming events are an excellent platform for showcasing products in an interactive and dynamic way. Retail design plays a crucial role in presenting products effectively, highlighting their key features and benefits, and demonstrating their usage. Creative display setups, product placements, and staging techniques can help capture viewers' interest and generate excitement about the products being showcased.

H&M has held live-streaming fashion shows directly from their stores. By setting up catwalks and incorporating interactive elements, they allow customers to experience the excitement of a fashion show while being able to purchase the featured items immediately.

Image Source: HM Group

User Experience: Livestreaming events with well-thought-out retail design can provide a seamless and enjoyable user experience for viewers. Attention should be given to factors like camera angles, transitions, and audiovisual effects to ensure that the live stream is visually engaging, easy to follow, and immersive. A positive user experience encourages viewers to stay engaged for longer periods and increases the chances of making a purchase.

Sephora incorporated live streaming into its in-store experience by hosting live makeup tutorials and product demonstrations. Customers can watch these live streams in-store on designated screens, allowing them to learn new techniques, explore product recommendations, and make informed purchasing decisions.

Image Source: PerthNow

Call to Action: Livestreaming events are ultimately aimed at driving sales and conversions. Effective retail design can support this objective by strategically placing call-to-action elements throughout the live stream, such as on-screen banners, overlays, or interactive links. These can encourage viewers to take immediate action, such as making a purchase or signing up for exclusive offers.

In summary, retail design plays a vital role in live-streaming events by enhancing the visual appeal, supporting branding efforts, effectively presenting products, improving the user experience, fostering social interaction, and driving conversions. By creating an immersive and engaging environment, retail design helps businesses leverage the power of live streaming to reach and connect with their target audience in impactful ways.

Must-Have: Customer Experience in Retail

April 30, 2022

Customer experience is not something new to the retail industry however there are still places to improve. Deconstructing Delight report shows that 77% of consumers are willing to exchange personal data for a superior experience and 80% of buyers are more likely to make a purchase when brands offer personalized customer experiences.

The Negative Outcome of Neglecting Customer Experience

Image Source: 5 Star Plus Retail Design

First, let’s see what negative consequences can a brand suffer when they neglect customer experience:

• 1. Decreased customer loyalty: Customers are more likely to switch to competitors if they have a negative experience with a retailer.
• 2. Negative word of mouth: Customers who have a poor experience with a retailer are likely to share their negative experiences with others which can harm the retailer's reputation.
• 3. Lower sales and revenue: Neglecting customer experience can lead to lower sales and revenue. Customers who have a poor experience with a retailer are less likely to make future purchases.
• 4. Increased cost of customer acquisition: Retailers need to spend more on advertising and marketing to attract new customers if they lose existing customers due to poor customer experience.
• 5. Decreased employee morale: Employees who receive negative feedback from customers may become demotivated and disengaged, leading to decreased productivity and quality of work.

Retailers should prioritize improving customer experience to avoid these unwanted outcomes. Knowing what can happen when neglecting customers helps brands act in time and build customer experience into their brand strategy.

How to Improve Customer Experience

Image Source: 5 Star Plus Retail Design

Improved customer experience can be achieved through several approaches, including:

• 1. Enhance in-store experience: Retailers can improve the in-store experience by providing a clean, organized, and visually appealing store layout. A knowledgeable staff who is able to provide excellent customer service and offer personalized assistance is also essential.
• 2. Multi-sensory experience: By catering to every sense, brands can make the store environment more dynamic. This includes sound, contrast in lighting and lighting schemes, projections, screens, smell, and materials.
• 3. Self-service technology: The Future of CX 2022 report suggests that 78% of leaders in the US are investing more in self-service, allowing customers to help themselves with self-help portals and AI-powered chatbots. Solutions such as self-checkout, mobile payment options, and digital signage to reduce wait times, streamline the checkout process, and provide relevant information to customers.
• 4. Create an omnichannel experience: Providing a seamless shopping experience across different channels like online, mobile, and in-store can improve customer satisfaction. Customers should be able to access product information and inventory availability across channels.
• 5. Personalization: Retailers can leverage customer data to offer personalized recommendations, tailored promotions, and customized product offerings that meet the needs of individual customers.
• 6. Listen to feedback: Collecting and acting on customer feedback is essential to improving customer experience. Retailers should actively seek feedback from customers and take necessary actions to address concerns and improve the shopping experience.

By implementing these approaches, retailers can create a positive customer experience, build customer loyalty, and drive repeat business. When brands differentiate on customer experience, they are setting themselves apart from the competition on more than just pragmatic elements such as price or convenience. They are building and strengthening a relationship with the customer that’s built on positive emotion as customers naturally gravitate towards businesses that make them feel good and meet their expectations.

Why and How to Build an Authentic Brand

April 28, 2023

Customers worldwide are overloaded with information and advertising making it hard for brands to stand out. Providing a quality product or service is no longer enough. Companies need to listen to what customers want and people strive for authenticity, honesty, and genuine and transparent experiences. According to recent Stackla data (via SocialMediaToday), 90% of shoppers cited authenticity as an important factor in deciding which brands they like and support. Authentic brands have a unique point of view that resonates with their customers, who see themselves in the brand's values. The brand speaks directly to its audience and makes them feel understood.

Image Source: 5 Star Plus Retail Design

Is it really that important for brands to be authentic?

The answer is a resounding yes. Here are three reasons why:

• 1. The new generation: Gen Z consumers are relatively sensitive to social issues reflected in their brand choice process. Research from DoSomethingStrategic (via MarketingDive) shows that two-thirds of this generation have an increase in positive feelings about a brand because of an association with a social cause, and 58% say that such a relationship can encourage purchase.
• 2. Emotional connection: The emotional connection between consumers and brands is worth more than just being very satisfied with them. According to research covered in a 2015 Harvard Business Review article, “fully connected” customers are worth 52% more than “highly satisfied” customers. These clients are more likely to return due to their emotional attachment to the brand.
• 3. Too much noise: Consumers are overwhelmed by website ads and influencers on social media; as a result, they turn away from advertising and turn to authenticity and credibility. In Bazaarvoice's 2022 Shopper Experience Index, 53% of consumers said that user-generated content (UGC), like reviews and photos, gives them more confidence in their purchasing decisions.

But How to be Authentic?

Authenticity is something brands need to work on actively. Here are five actionable strategies to strengthen your brand’s authenticity:

Image Source: 5 Star Plus Retail Design

• 1. Define your purpose: What is the purpose of your business? What do you want to accomplish with it? Why should people choose you over another company?
• 2. Identify and understand your audience: Who are they exactly? What do they want from their products or services? What pain points do they experience in their daily lives? What kind of messaging will resonate with them the most?
• 3. Connect your brand to your audience by building a social media presence and using social proof: positive comments, reviews, and posts about your brand will help build trust between you and your customers.
• 4. Share your story: the About Us page should tell the story of who you are as a company, including what makes it unique or different from other brands in its space. That can include the brand’s history, mission statement, values, employees’ bios, etc. These pages help humanize the brand by making it more relatable and personable to consumers.
• 5. Long-term game: building authenticity doesn’t happen overnight. Brands need to be consistent about their messages in the long run.

Authenticity is all about being real and genuine, not just trying to be something you're not. Being transparent about who you are, what you do, and why you do it, is the key. The good news is that creating an authentic brand doesn't have to be difficult or expensive—it just requires that you're willing to put in the time and effort required to get started.

The Versatility of Interactive Experiential Points
5 Star Plus Series: Adaptable Retail Design

April 26, 2023

Adaptable retail design is part of brands’ excellent strategies to maximize the effect of seasonal promotions. Brands benefit from using adaptable retail design to engage loyal customers and attract new ones with eye-catching new designs, new themed experiential points, and on-brand exciting temporary elements.

The key importance of adaptable retail design becomes crystal clear in the context of Chinese retail market, where brands are constantly competing to attract customers’ attention and provide long-lasting shopping experiences.

The four main elements that can be easily customized in-line with brands’ promotion are:

• 1) Fa?ade Design
• 2) Interactive Experiential Points
• 3) Product Displays
• 4) Pop-up Stores

Part one of this series presented three examples of excellent customized fa?ade executions for the Chinese market by globally famous luxury brands. Part two will dive into the topic of interactive experiential points, as temporary in-store spaces invite customers to engage with a new product line in a more personal and impactful way.

Benefits of Experiential Retail

Experience-based retail has been affirming its role more and more in today’s crowded global marketplace thanks to its customer centric approach. Experiential retail focuses on building a closer connection between customers and brands, as well as, providing strong inputs to develop an emotional connection to the product. Customers have been increasingly valuing the in-store and online experiences brands can provide, thanks to the high level of personalization and long-lasting impressions of new products and services.

Experiential retail can help brands optimize and enhance three fundamental steps:

• ? Customers’ participation: experiences increase both duration and quality of customers’ visits, as well as customers’ participation levels.
• ? Product knowledge: engaging customers in experiencing the product’s features firsthand helps educate customers on product qualities and brand-new features.
• ? Brand awareness and brand loyalty: experience-based interactions can enhance the customers’ brand awareness, as well as increase trust and service satisfaction to build brand loyalty.

Interactive Experiential Points

Interactive experience points are spaces in the store offering customers experiences that are both functional and entertaining. These spaces can engage with customers’ senses and stimulate curiosity towards seasonal products or launches of new lines and designs, but also offer a deeper level of interaction and go beyond immediate needs and wishes.

Especially in China, experiential points have proven themselves to be a useful tool to remain relevant and to adapt brick-and-mortar stores to the latest trends and innovations. Creating interactive experiential points can provide an in-store space to host popular Key Opinion Leaders (KOLs) events that will draw online fans and curious by-passers in the store, or digital immersive experiences that will impress tech-savvy Chinese customers.

WeChat integrations – Burberry 2020 “Social Retail Store” Opening

In July of this year, Burberry opened their new “social retail store” in Shenzhen with an exclusive partnership with Tencent. The store tech integrations are powered by a WeChat mini-program that allows customers to book fitting rooms, access exclusive items and additional on-brand experiences as “The Trench Experience”, as well as scan QR codes on items to gain more information on the product. This new store’s integrations render the store incredibly flexible and will grant the seamless adaptation of the space for any of the brand’s future collections and new designs.

Image Source: Frame

AR Smart Mirrors – Swarovski 2019 Chinese New Year

In 2019, Swarovski Store in Chengdu opened its doors to customers with new interactive experience points. The store displayed interactive screens, presented as Swarovski crystal framed mirrors and equipped with front cameras and control panels. Through these interactive mirrors, customers could “try on” any piece from the brand’s jewelry new collection appropriately themed for the Chinese New Year. In addition, the interactive mirrors allowed customers to take pictures with Swarovski stickers and share them with friends.

Image Source: Weibo @SWAROVSKI施华洛世奇

KOLs/Brand Ambassador Events – KAPPA 2018 Autumn/Winter Collection

In 2018 Kappa presented their new 222 Banda Autumn/Winter collection with a live event in their Xi’an store. The event saw the participation of the brand ambassador and popular actress Zhu Xudan, who interacted with customers with quizzes and other entertaining activities, rewarding the fans of the brand with gifts and prizes. The brand’s strategy for the new collection launch also included a live event in their Beijing location, which saw the participation of various popular KOLs and reached 39.7 Million views on Weibo, boosting the brand’s online presence and driving in-store traffic.

Image Source: Sohu

Exposition Displays – Huawei 2020 Smart House Floor

For the opening of their new Shanghai flagship store, Huawei has adapted an entire floor to showcase their latest innovations in Smart House technologies. On the second floor, customers can live the experience of various domestic settings, including a home gym where they can monitor their heart rate on the treadmill connected to a Huawei smartwatch. The exposition is fully immersive and provides a truly personalized experience, which will allow customers to picture themselves in the environment and guide their purchase decisions.

Image Source: Huawei

Key Benefits for Brands

Brands can benefit from creating interactive experiential points to promote new launches and seasonal products in three ways:

• ? Create reusable stations: interactive experiential points can be temporary or permanent, and they can be used to draw attention to one or more seasonal promotions and new launches.
• ? Connect with key market segments: brands can showcase their tech affinity and attract key target groups like Gen-Z and Millennials. KOLs and Brand ambassador events can also help connect with younger generations and drive both online and in-store sales.
• ? Expand promotions reach: customers will share their experiences through their social media channels, creating a loudhailer effect and maximizing promotions’ reach.

Outlook

Interactive experience points are highly adaptable ways to display different collections and seasonal promotions throughout the year. WeChat integrations, smart mirrors, KOLs events, and exposition displays can bring all the benefits of experiential retail customer-brand connection and increase brand loyalty.

In the next article of this series dedicated to adaptable retail design, we are going to focus on ways brands can magnify the impact of their products on customers using adaptable product displays.

Omnichannel Retail Strategy Best Practices from Libro and Pagro Diskont CEO Ulrike Kittinger

March 31, 2023

Libro is a brand that many Austrians have been growing up with. The specialty retailer selling school and office supplies, books, and entertainment products has over 190 physical stores and is one of the strongest, most well-known brands in the country. According to Austria’s Retail Association, Libro is the market leader in the office supplies segment and ranks 24th place in the list of Austrian retailers.

What’s most impressive about Libro is that it has been operating based on a stable and powerful brand for over 20 years with a well-proven concept that local consumers are familiar with. The same applies to its sister company Pagro Diskont, another specialty retailer offering office and creative supplies.

Libro Store

Image Source: Libro

Testimony to its brand strength and successful anchoring in the minds of Austrian consumers is the fact that Libro’s most successful advertising tool is still the traditional flyer that is sent regularly to 2.5 million Austrian households.

With this in mind, it might come as a surprise to some that the Libro and Pagro Diskont brands are also successful omnichannel retailers that have not only implemented a number of innovative features in their online stores but are also proactively using social media for a number of clearly defined purposes. According to the Retail Association’s “Omnichannel Readiness Index 2022”, Libro is the leading innovative omnichannel retailer in the sector of books and office supplies.

Both Libro and Pagro Diskont have their own online stores and proactively use platforms like Instagram, Pinterest, Tiktok, and Facebook for new customer acquisition, traffic channeling, personalized ads, and community building. According to reports published by the Austrian Retail Association, some customers research online and then purchase offline, whereas some browse the products in the physical store before buying the chosen items online. While Libro and Pagro Diskont still make most of their revenue in their physical stores, the online stores and the activities on social media channels fulfill an important, complementary purpose.

We spoke to Ulrike Kittinger, CEO Libro and Pagro Diskont at MTH Group, to learn more about the omnichannel strategy that the brands are using.

Ulrike Kittinger, CEO of Libro and Pagro Diskont at MTH Retail Group

Photo Credit: Daniel Bointner

Ms. Kittinger, please tell us about your omnichannel strategy for both brands. What channels are you using for which purpose?

The backbone of our operations is still our brick-and-mortar stores, where most of the sales transactions take place. Both brands, Libro and Pagro Diskont, have well-developed online stores that serve an important objective. Some customer groups visit our online store with the main objective of browsing products before purchasing offline, others have a clear preference to buy online. Both channels complement each other. Online we offer features like “click and collect” and “click and reserve”.

Customer experience is something we value, and there are a number of services that are only offered in either our physical stores or in our online shops. For example, teenagers who do not own a credit card can reserve and purchase tickets for basically all events and concerts in our brick-and-mortar stores. Customers can order a book and pick it up in one of our stores.

We also work with social media, including Instagram, Pinterest, Facebook, and TikTok.

Libro’s Facebook page

Image Source: Facebook

We use Facebook and Instagram to attract new customers, and we have started to work with Instashopping. We also use these platforms for community building. Our content can include creative inspirations, editorials, or ideas on how to use our products. In order to engage and interact with our customers, we design voting challenges or lucky draws. In addition, we collaborate with influencers to strengthen our positioning and increase our reach and work with personalized ads.

Libro’s Instagram page

Image Source: Instagram

For our brand Pagro Diskont, which has a strong positioning in creative and handicraft work, we built and engage with a creative community on Pinterest. Here, most content is creative ideas and inspirations.

Creative ideas on the Pinterest account of Pagro Diskont.

Image Source: Pinterest

To further support our creative community at Pagro Diskont, we also publish a quarterly print and online magazine called “Ideenwerk” (“idea factory”).

Finally, TikTok is a platform any brand needs to work with when they want to engage with younger consumer groups. What’s amazing about TikTok is that you can reach a very big audience for a comparatively small budget. One fun thing that we do on TikTok are “trend challenges”.

A short video on TikTok.

Image Source: TikTok

We also work with automated, personalized ads. After a customer has browsed a theme, he or she will later receive ads from us offering related products.

At 5 Star Plus Retail Design, we believe that authentic brands are powerful brands that sell more. Throughout your stores and all of your online channels, there are core values and messages that are consistently implemented. What are they?

Yes, our beliefs and messages are implemented in everything we do; you can feel them whenever you are in one of our stores or get in touch with us:

We have our finger on the pulse. We represent openness and enthusiasm for new ideas. Efficiency. And fun using our products. And finally, we are reliable – you can find everything you need at Libro, particularly in the sectors of school and office, paper and writing utensils.

Image Source: 5 Star Plus Retail Design

How are you able to compete with global low-cost e-commerce players like Amazon?

One of our competitive advantages is the “local factor”. Many of our products are produced in Austria. For example, our exercise books are all 100% produced in Austria. Thanks to extensive and continuous customer research, we understand that this aspect is something our customers care about. We have our own line of products, Novooo, which is mainly produced in Europe.

The Novooo product line, produced in Austria and Europe.

Image Source: Libro

We are also part of the Jö Bonus Club, which is a multi-partner system with which customers can collect bonus points. After you buy with us at Libro, for example, you may use your collected points and choose to buy with a 20% discount at partner grocery retailer Billa. This loyalty program is very effective and an advantage that our customers do appreciate.

What are your most effective means of advertising at Libro and Pagro Diskont?

Most effective are still traditional flyers which we send to 2.5 million Austrian households. Thanks to our data analytics, we know that they have the strongest pull effect and best result in terms of sales conversions.

The second most powerful tool is the earlier mentioned Jö loyalty program. We use print mailing and emailing through the platform for an extended reach.

Third, radio ads are very effective in strengthening our positioning and communicating seasonal product offerings and promotions: school start, Easter, carnival, and similar.

You work a lot with customer analytics in your company. Can you tell us what exactly it is you are doing?

We work with customer count and customer flow analysis. Online ads measure customer satisfaction. We do regular market research. Two of our most important KPIs of the online store are the NPS (Net Promoter Score) and the Trusted Shop score. Both provide essential customer feedback that we use for analysis and as the basis for changes and improvements. We have also standard KPIs like customer frequency and sales transactions that we measure in our physical stores and online shops and check and report on every day.

Other customer data is checked once or twice a month and compared with previous months or the previous year. What we want to analyze and understand is: how did certain marketing measures and promotions work?

We evaluate our RFM (Recency, Frequency, Monetary Value) scores to review customer value and segmentation. And we compare the achieved results with our targets.

Image Source: 5 Star Plus Retail Design

It’s inspiring to see that two of Austria’s most well-known brands are led by a woman. Tell us about topics like Gender Balance, Diversity & Inclusion, and Corporate Social Responsibility at Libro and Pagro Diskont.

I’ll start with our social activities: We support SOS Kinderdorf, an Austrian charity sheltering orphaned kids. For each returned used printer ink cartridge 1 Euro goes to this charity. We also donate learning materials, books and games.

Cash and book donations to SOS Kinderdorf.

Image Source: Libro

When a customer buys a “red nose”, a symbol to support the Rote Nasen Clowndoctors organization, we match the amount to double the donation.

Sales of “Red Noses” in Libro stores.

Image Source: Libro

Another charity we support, besides a number of smaller charitable organizations, is Caritas with their “Lerncafe” (“learning cafe”) program. We provide a significant number of learning materials and donate a part of the sales return of selected novooo products to Caritas.

In terms of diversity, we are a team of three CEOs and two of us are women. More than 60% of our middle management are female. Having said that, there is room for more mixed leadership balance in the advisory board.

Personally, I believe in the empowerment and support of all of my employees. We also offer shared leadership positions.

What have you planned for the future?

We will launch our new brand positioning and branding for Libro this June. The future will be more digital – more virtual reality, but also more digital school.

I believe that sustainability will be a huge topic. This is important for many customers, and we will work increasingly in the direction of eco-certification and recycling of our products.

Thank you for the interview!

2023 Relaunch- How Customized Facade Design Maximizes Seasonal Promotions
5 Star Plus Series: Adaptable Retail Design

March 26, 2023

The core strength of adaptable design is flexibility. Adaptability in retail design allows for a quick and agile implementation of strategic changes, reshaping the space with new designs in-line with the promotion and leaving long-lasting impressions of the brand and products. The elements of an adaptable retail design give the possibility to put hands back at any moment to the appearance and conformation of the space after its realization.

Goals of Adaptable Retail Design

The goal of adaptable retail design is to provide brands with the possibility to expand the reach of their seasonal promotions and effectively maximize their effects:

• - Attract customers: brands can effectively engage loyal customers by reshaping an already familiar space in new ways. It also allows for implementing high-impact designs that help attract new customers.
• - Provide experience: setting up temporary experiential points can expand the range of entertaining activities customers can engage in while visiting the store.
• - Promote new products and designs: eye-grabbing new elements complementing the main design help focus the attention on the new lines and seasonal items.

Elements of Adaptable Retail Design

In this four-part series we are going to explore the possibilities of the main elements in adaptable retail design. The four main elements that can be easily customized in-line with the brand’s promotion are:

• 1. Facade Design
• 2. Interactive Experiential Points
• 3. Product Displays
• 4. Pop-up Stores

These four adaptable design elements enable brands to achieve key goals. While these elements can be combined, it is important to see how some brands successfully implement them separately. Part one of this series will examine how to execute facade design adaptation for seasonal promotions and new product launches.

Customized Facade Design Execution

Changes in the facade designs are often one of the first indicators for prospective customers of the brand’s new products and seasonal lines. The facade of the store has to enhance brand recognition through its best representation of the brand’s new concept and complement the main design of the store while revamping its image altogether.

A simple but effective way to signal novelty in facade design is the use of temporary window decal stickers in line with the collection promoted. While windows stickers used to be applied by lower cost retailers in the past, a number of luxury brands have adopted this customization technique in creative and exciting ways in recent years.

Gucci – Qixi Festival

For this year’s Chinese Valentine’s Day, or Qixi Festival, Gucci unveiled a new limited-edition line inspired by the English saying “Apple of my Eye.” The new design of the two interlocking GG in red print introduced an apple motif used to revamp the monogrammed accessories and apparel, but also the facade design of key locations. The stickers of the GG apples and the winged hearts covered the facade of the store two floors, with larger-sized stickers for the top floor allowing the brand to expand the promotion’s visual reach and to catch the eye of pedestrians even at a distance.

Image Source: QQ

Image Source: Cunman

Dior - 2018 Autumn/Winter Collection

On occasion of their 2018 Autumn/Winter collection launch, the French brand opted for a hyper-visual and very stimulating facade design. Their collection, renamed “Youthquake”, took inspiration from the 1960s French youth cultural movements and used various slogans of the time as design elements. The collection’s new design visually translated in impactful stickers shouting the campaign slogans in large letters, as well as in a collage of black and white old-style photos and splashes of color. The vinyl decal stickers allowed the brand to present their new collection globally from avenue Montaigne in Paris to Beijing Shin Kong Place, easily adapting the concept to the facade conformation of different locations.

Image Source: BBC News

Image Source: Xuehua

Montblanc – 2020 Re-opening Campaign

For their Shanghai Grand Gateway re-opening and for stores across the country, Montblanc has adapted their global brand campaign “What Moves You Makes You” in a new monogrammed pattern in fluorescent blue. The location’s facade glass windows and glass doors are covered in decal stickers arranged in diagonal lines. The stickers thin format allows them to keep the storefront transparency, while creating a well-ordered rhythm that gives movement to the store facade. The new campaign design maintains the classic and high-end appearance of the Montblanc Maison, but also manages to successfully spin its looks and add exciting new elements.

Image Source: LinkedIn

Image Source: LinkedIn

Key Benefits for Brands

Brands can benefit from customizing their storefront facade to launch seasonal promotions in three ways:

• - Catch Chinese customers’ attention: the most important benefit of facade adaptation is the possibility to signal to customers that there is something new in store for them. This is particularly relevant for Chinese consumers, who expect certain special feasts and seasons to be celebrated with products specifically tailored for the occasion.
• - Implement omnichannel strategy: excellent facade designs drive in-store traffic and increase online engagement with the brand. In an omnichannel promotional strategy, eye-catching decal stickers will impress customers and bring them to engage with brands also online.
• - Cost-effective design adaptations: decorative elements like window stickers in vinyl are a practical and cost-effective solution to adapt the brand’s new collection concept and designs to its physical space. They allow modifying the entire facade of the store without the need for complex structural changes.

Outlook

Adaptable retail design integrates the brand’s core visual identity with exciting new elements and theme-variations on the design. Facade design adaptation provides the possibility to customize relevant elements of the storefront, like the front entrance and glass windows, without impacting or changing the main architecture.

In the next article of this series dedicated to adaptable retail design we are going to present another way to impress tech-savvy Chinese customers and invite them to interact with a new product line: Interactive Experiential Points.

2023 Relaunch- Introducing Environmental Psychology
5 Star Plus Series: How Can Psychological Effects of Architecture Benefit Your Business?

March 18, 2023

We spend most of our lives inside buildings: at home, at the office, in restaurants and other facilities. Our general well-being, thoughts, and mood are shaped by the walls and features of these buildings. In this new series, we introduce environmental psychology, how to consider it when designing a retail space as well as the positive and negative effects of architecture on humans. In the first article, we commence with the fundamentals of environmental psychology, how people form their preferences and how architecture impacts our stress levels.

Environmental Psychology

The field of Environmental Psychology is dedicated to understanding how people interact with the buildings and the spaces around them. In the past, a trend was to include psychologists in the design process with a peak during the 70s. Soon after, companies lost interest in working with them because they thought that architects had enough understanding about the end-users and their needs. That means that most buildings are designed with an intellectual approach instead of an emotional one. In China, where Feng shui originated, experts think that architecture is disconnected from other disciplines and the rest of humanity.

Image Source: Archipelago

Preferences

There are multiple reasons why someone would like one space or building while someone else would dislike it. From an evolutionary point of view, human brains have been encoded to associate a sense of pleasure with objects and places that increased our chances for survival. That included food, water, shelter, and to be more specific, the layout of the savanna. Modern humans still associate shelter with pleasure but in a more subjective manner.

Environmental psychologists look at different categories when it comes to understanding people’s preferences. That includes how people perceive design elements, how intrinsic factors influence their mood, and if any social things happen in the space.

Researchers found out that people tend to prefer clean environments with less ornamentation, uncluttered spaces with an open view, and good illumination. Well-balanced, good designs do not require too much attention from people and make it easy for them to move around while promoting wellbeing in an overarching way. Researchers have also found that natural-looking patterns, naturalistic architectural spaces may evoke similar psychological benefits as interacting with nature itself.

"PUREONES concept store design with high-end wood and stone flooring and ceiling in a naturally balanced interior. The colors, shapes and materials were chosen to create harmony with Chinese culture and values."

Image Source: 5 Star Plus Retail Design

"Natural dark flooring resembles the dark surface of the earth while the brighter ceiling corresponds with the sky. This helps to create a feeling of being grounded in the natural environment."

Image Source: Superfuture

What is Beauty in Design?

We all know that the word “beautiful” is fundamentally subjective however, the feeling associated with it is universal. When we see something that we define as beautiful, it causes us to feel pleasure. This feeling of pleasure is a result of oxytocin, endorphins, and DHEA being released inside the brain.

Buildings with similar features as the shelters of our human ancestors, provide us with a sense of pleasure. Therefore, to incorporate these elements into the design, we need to identify and understand these characteristics and patterns our brain associates with survival attributes. These elements are mostly taken from nature. To mention a great example; Sagrada Familia by Gaudí who was influenced by his religious and metaphysical views. The treelike structures and flower-like canopies make it clear for visitors that the inspiration for the cathedral came from the forest.

Image Source: Flickr

Almost every ancient civilization incorporated environmental psychology in their unique way: Feng shui in China, Vastu Shastra in India, geometric patterns in the Arab, Roman, Druid, Aborigine, and Native American architecture. Their designs were in harmony with their life and their natural environment.

" Arab architecture features repeated patterns and non-figurative geometric or vegetal motifs. These patterns are inspired by the guidance of the Quran.."

Image Source: The Spruce

Architecture as a Form of Stress Release?

Is it possible to use design and architecture to improve the stress level and mood of people? Nowadays, we experience stress in a very different way compared to our ancestors. For us, stress can be caused by multiple reasons and differs from person to person, ranging from traffic to a job, relationships, or seemingly trivial things. Unfortunately, stress has become a prominent factor in our modern life with an effect on our health. That is where architectural and interior design and their positive psychological effects come to the picture. The built environment has direct and indirect effects on human psychology with an impact on senses, mood, emotions, motivations, judgments, decisions, health, and participation in physical activity and community life. With the use of the right colors, shapes, patterns, and materials, retail designers can calm down, motivate and inspire visitors.

Apple, one of the retail giants always combined human emotions when designing an intelligent store experience for their customers. They emphasized creating a genuinely relaxed in-store experience, a sales-free, pressure-free place to relax and absorb. In every store, there are a lot of details to serve customers, to induce their sense of trust, relaxation, positive reinforcement, and their general mood: the layout, the decor, the pressure-free environment.

Image Source: Business Insider

Image Source: Dezeen

In our next article, we will further explore the field of environmental psychology and its role in our everyday, modern life. We also think that it's essential to discuss potential mistakes as well. Besides the good cases, we will write about examples that have questionable or even contradictory effects on people.

2023 Relaunch - Contrast and Details
5 Star Plus Series: Design Principles in Store Design

February 24, 2023

We have come to our last article on the Retail Design Principles; Contrast and Details. In the previous three articles, we introduced eight topics as the basic elements of interior design. If you missed them, we suggest reading them to fill yourself in:

• - Harmony & Unity, Gestalt, and Space
• - Dominance, Hierarchy, and Balance
• - Scale & Proportion, Rhythm & Repetition

Contrast

Contrast is not just an aesthetic tool to make things look nicer, prettier, it is also highly functional. The definition for it is when two elements with opposing characteristics are placed together. It can be achieved easily when these two things are different regarding a common principle or aspect such as color, size, texture, style, and the use of positive and negative spaces. It has a psychological effect on people since the existence of contrast is why we can see and identify things.

The level of contrast can vary from subtle differences to extreme ones. A high level of contrast may appear aggressive, bold, dynamic, energetic, or attention-seeking. On the other hand, a low level may create the opposite effect, a more static, blended, and more peaceful environment. The appropriate level of contrast depends on the desired effect or impact. The chosen level of contrast affects how things appear; some items will be contrasted while others won’t be within one composition.

We can differentiate different types of contrasts in interior design:

• - masculine versus feminine
• - geometric versus organic
• - plain versus ornate
• - small versus big
• - dull versus bright
• - dark versus light
• - old versus new
• - textured versus smooth
• - light versus heavy
• - fragile versus sturdy

The whole design concept for the Swiss National Pavilion evoked around contrast. The objective was to represent both traditional and modern aspects of Switzerland. For that 5 Star Plus Retail Design used various types of contrast. Playing with contrasting colors (white and red) and materials (red metal structure and natural wood) helped to create the desired feeling. The back wall of the bar and chalet element evoked a slightly traditional feel, the enwrapping counter desk was designed to set a modern contrast in white with LED lighting accents.

Image Source: 5 Star Plus Retail Design

Image Source: Photos are the courtesy of Swiss Business Hub China

Details

Details are one of the most important interior design principles. It means that the designer pays attention to the project's smallest details in the interior. Everything from the material choice to light switches, the handles on the cupboards, lighting fixtures, wall finishing, and other decorative elements are all classified as details in the interior. Details should be in line with the overall design concept, the artistic inspiration, and the positioning of the brand. It also serves as a display of the quality of the project.

Details enhance the overall theme of the space and need to be just right. Small details might not have a huge impact by themselves but when they are grouped together, they are the perfect tool for composing a perfectly-finished retail environment. Small details should not be overlooked as they can create a sensation of unfinished space, where people feel that something is lacking.

For Marja Kurki, details were one of the most vital aspects. Because of the floor plan restrictions and the absence of walls, they needed unique displays to grab visitors' attention. Modular structures, circular tables make the product representation more attractive. Artificial marble and bronze textures were used to help shift the store design from a more traditional to a lighter, modern one. The “Scarves Tree” fixture is aimed not only to display the brand’s most recent pieces but also to enforce their statement – “Fashion accessories made of natural materials”.

Image Source: 5 Star Plus Retail Design

The interior design principles that we introduced in this series are the base and foundation of every design project. Every great interior designer will know how to incorporate some or all of these to enforce the message and strengthen the brand. We hope you have enjoyed our glimpse into the principles of interior design. Using these guidelines in a precise yet creative way will give places a character and identity.

Viva Magenta - Color of 2023 or a Unique Trend of the Centuries?

January 31, 2023

We are passionate about colors at 5 Star Plus Retail Design. As designers and branding experts, we strive to see beyond the surface and decode the meaning of colors and their connection to the brand. It has become our tradition to introduce Pantone Color of the Year at the beginning of each year. The star of 2023, Viva Magenta - a mix of purple and red - will be introduced through its origin colors, historical occurrence, and meanings.

Image Source: PANTONE

Viva Magenta, an Unconventional Shade for an Unconventional Time

First, let’s see what we know about PANTONE 18-1750 Viva Magenta. After three years of adjusting to the pandemic, facing war and economic instability, people worldwide had to learn how to balance their digital and physical lives. They now have a different way of looking at work, hobbies, travel, and nature. There is a greater emphasis on authentic, honest, natural elements in our lives, where individuals are welcome to express themselves while feeling accepted. That is where Viva Magenta comes into the picture, an expression of fierce grace, inspiring us to show up with confidence and humanity. As a nuanced crimson-red tone representing a balance between warm and cool, magenta is the perfect metaphor for the physical and virtual in our multi-dimensional world.

Image Source: PANTONE

Image Source: dezeen

Red Side of Magenta

Red is a visual storyteller throughout history, one of its first appearances was in the cave paintings discovered in Lascaux Caves. As its importance began to grow, various associations with red began to surface. Romans used red to adorn their villas and tombs to symbolize wealth and power. In many Asian countries, it became the color of luck and happiness. In Iran, it represents good fortune; in Europe, it was connected with power and prestige and worn only by noble families.

Vermilion

Chinese were the first to produce synthetic vermilion, perhaps as early as the 4th century BC. Also called Chinese red is thought to be symbolic of life and good fortune and was used to paint temples and the Emperor’s carriage.

Image Source: The Telegraph

Carmine

Viva Magenta is a vibrant, truly unique red-based color rooted in nature as its organic origins hail from the cochineal beetle. This insect produces carmine dye, one of the most precious, strongest, and brightest of the natural dye family that became the symbol of wealth. Cochineal insects were a valuable European import in the 16th century, the third after gold and silver.

Image Source: Health Jade

Purple Side: Tyrian Purple

In history, one of the most famous and celebrated colors have been purple, specifically Tyrian purple. At the time of the Roman Empire, colors had an immense significance, expressing not only taste but also a universal social hierarchy and status. This shade of purple was the color of the noble and imperial family. It wasn’t allowed to be worn by anyone, as it required a tremendous amount of snails - eight thousand mollusks - to produce a single gram of the substance.

Image Source: Ancient Origins

The importance of these colors remained in our modern store design as well. Red, purple, and magenta are all excellent choices in retail design when brands want to highlight a specific area. Red is used to grab the attention of and prompt quick decisions, purple is perceived as aristocratic by the customers, and this year’s star magenta can convey energy and fun in the store.

While the ancestors of magenta - red and purple - were only available to and represented a specific class of people, in a progressive leap forward, magenta itself is a fully inclusive color that everyone can experiment with and find their own voice in, whether clothing, interior design, or products.

Using Design Strategy to achieve Marketing Objectives:
UK Country Pavilion at Guangzhou Design Week

January 25, 2022

“Design” is defined as a solution that is developed to fulfill both aesthetic and functional needs. In retail, and in sales and marketing environments, design has to be built on the marketing objectives of the client and satisfy technical requirements.

In this article, we share our recent project, the design of the UK Pavilion for Guangzhou Design Week (note: this concept was not selected, and Guangzhou Design Week 2022 was postponed to 2023), to showcase the most important questions and success factors that need to be considered during a retail design project. We call this stage of the project Design Strategy.

Project Background and Positioning of the Brand

Guangzhou Design Week is a yearly trade fair in China where brands from the design, lifestyle, and home décor sectors exhibit products. Designers, interior designers, and consumers usually flock to the exhibition in masses. Brands take part in the show for the prestige image, to create visibility, and to increase local market share.

The pre-defined objective was to create a high-quality UK country pavilion based on the theme of “sustainability”. Selected as a key trade fair, the pavilion design needed to serve country image-building purposes while also hosting seven brands from the UK.

As the first step, we researched what sustainability meant in and for the UK. How is the UK different in this area? How could the pavilion look sustainable in a British way and not random? We found that, among other interesting aspects, wind power is quite established in the UK. The UK is Europe’s largest offshore wind power producer, and 26% of the UK’s energy was produced by wind power in Q4 in 2021.

Image Source: 5 Star Plus Retail Design

Inspirations and Storytelling

In the next step, we researched and brainstormed aspects and elements that would represent British lifestyle and sustainability. Lifestyle, because this was a lifestyle and home decoration trade fair, and these factors needed to be considered in the design. We asked ourselves a range of questions and took the following approach to identify, analyze and then select inspirations:

1. What is UK lifestyle? What is UK home design? Where is UK high-quality craftsmanship visible?

Image Source: Collage by 5 Star Plus Retail Design, Images from Pinterest

2. One specific aspect, that British design is well-known for, and that appears repeatedly in the design of soft furnishings (wallpaper, textiles, carpets) and furniture, is the motif of plants and flowers.

Image Source: Collage by 5 Star Plus Retail Design, Images from Pinterest

3.UK Garden Design: What are the most well-known and recognizable aspects? Are there elements that can be connected to the theme of sustainability?

Selected elements that typical for English gardens

Image Source: Collage by 5 Star Plus Retail Design, Images from Pinterest

4.Sustainability: What does sustainability actually mean? In theory, this would require that no new elements would be produced and that all elements would be reduced to the bare minimum in order to save CO2 emissions during transportation. Everything else should be either rented, re-purposed, or produced in an environmentally friendly manner and reused afterward.

Inspirational sustainable projects completed by various designers and brands

Image Source: Collage by 5 Star Plus Retail Design, Images from Pinterest

We selected the wind wheel as key inspiration since it is a power-generating tool and represents sustainable energy in the UK. In a smaller, often colorful version, it is a well-known British lifestyle accessory, often used in gardens or given to children. In both versions, the purpose and effect of the windwheel are powered by wind. Both types are connected with nature and a cleaner, better environment.

Inspiration for the stand design

Image Source: 5 Star Plus Retail Design

The windwheel element also helped to lighten up the overall concept and made it more playful and relatable to consumers. Media usually like concepts that are interesting and playful, thus allowing the exhibition stand design to maximize marketing exposure.

The Design Concept

The design concept can be summarized as combining a strong theme (the windwheel and elements inspired by British craftsmanship, lifestyle, home decoration, and garden design), sustainable furniture and materials, and innovative branding and lighting elements.

Mood Board

Image Source: Collage by 5 Star Plus Retail Design, Images from Pinterest, DIT

We envisioned a long bar table made of repurposed palettes in front of a sculpture with large windwheels in red, the country’s brand color. We wanted to enclose the meeting space with a garden pavilion-like structure. And cover the storage space with living plants and romantic flowers, bringing to mind English gardens. Plenty of display space and branding surfaces were designed for the seven exhibiting high-quality lifestyle brands.

Exhibition stand floor plan and perspective image with key focus elements

Image Source: 5 Star Plus Retail Design

The final exhibition pavilion design has several areas for different types of events, including an opening ceremony, media events, brand events, and live streaming. Through the application of QR codes and online stories, the design concept integrated digital information into the physical stand. We also designed a photo filter with which visitors could take fun pictures and share them on social media.

Image Source: 5 Star Plus Retail Design

Photo filter for social media

Image Source: 5 Star Plus Retail Design

2023 Relaunch - Innovative Growth in the COVID-era
5 Star Plus Series: Customer Centric Strategy

January 20, 2023

In one of the world’s fastest moving markets, the ability to quickly adapt strategy is crucial for continued growth in China. The impacts of the outbreak have led to a shift in consumer values for Chinese consumers. In order for a brand to successfully adapt its strategy, it needs to know and understand its consumers.

Brands who were successful at staying in-touch with their customer’s changing values, were able to adapt their strategies quickly, thus enabling them to recover faster in China’s market compared to those that didn’t. Customer-centric elements that were adapted by brands focused on creating meaningful engagement with their consumers both online and offline, creating a stronger overall omni-channel strategy.

Image Source: Market Watch

Huawei serves as a great example of a domestic brand that was able to create success in China over their other operating markets. Continuous innovation and adaptation of their strategy to cope with the difficulties in China’s market, leading them to surpass their other competitors to become one of the top selling brands in the world despite challenges brought on by the global pandemic.Their strategy focused on three key elements:

• - Consumer Engagement
• - Offline expansion
• - Innovation

Consumer Engagement

Engaging consumers in a time of social distancing and physical restrictions proved to be no challenge for Huawei. Through their philosophy driven by continuous innovation and partnerships used to expand the knowledge and capabilities of others, Huawei focused its efforts on hosting events virtually.

Image Source: Huawei

Throughout 2020, the brand hosted multiple events online for selected attendees and audiences. Most of the events that took place were held in a conference style format, with a few others featuring product launches designed to create excitement for the new technology. Other events featured notable KOLs, targeted toward a younger Chinese audience to showcase new features of products.

Offline Expansion

Given the constraints presented by the pandemic, it may come as a surprise that Huawei actually opened its largest flagship store in the world in 2020. Right in the heart of the city of Shanghai sits a 5000sqm retail space on East Nanjing Road. The new flagship store overshadows the likes of Apple and other tech flagship stores on the same road. The multi-story space provides ample room for consumer engagement and interaction through an on-site gym, kitchen, and product display areas utilizing the technology products of Huawei.

Image Source: Huawei

In Wuhan, they also opened a pop-up store with an eye-catching focal point that featured a robotic arm sorting products. Guests could interact with the robot by purchasing goods at the store. While the use of robotics is not as exciting to consumers as it used to be, the pop-up store served as a great way to engage consumers in a non-physical way.

Image Source: Huawei

Innovation

Huawei continually creates engagement with their consumers by providing innovative new products and technology. Despite the challenges brought on by the pandemic and other political factors, the brand saw positive growth in 2020. Huawei was also named the 6th most innovative company in the world. They shared their “All-Scenario AI Life strategy” in September 2020, which focuses on providing products most centered around the user’s experience.

Image Source: Gadgets 360

New products such as their latest smart watch “Huawei Smart Fit” can switch between different specified workout modes to ensure the health metrics are more accurately tracked during the user’s workout. Their new watch serves as a small example of how the brand seeks to continue providing their customers with a personalized experience best suited to their lifestyle needs.

Results

By focusing on driving growth in their home market through events, offline expansion, and innovation, Huawei was able to create growth during a year filled with hardships. Keeping a fine-tuned strategy that focuses on providing their consumers with lifestyle centric products and services, allowed them to strengthen the relationship with their customers.

Looking forward, it’s apparent that a customer-centric driven strategy is an important part of a successful retail strategy for brands. The true winners are those who can act quickly and focus on the immediate needs of their consumers that continually change. Having a timely response, connecting with consumers at all parts of their shopping journey, and providing them with an experience that matches the quality of products provided.

2022 Relaunch - Scale & Proportion, Rhythm & Repetition
5 Star Plus Series: Design Principles in Store Design

December 29, 2022

Our previous Design Principles in Store Design blog post introduced the principles of design with a focus on dominance, hierarchy, and balance. We discussed how to create a focal point with drama, how-to guide the customers’ eyes from one element to another, and how to create a visually pleasing and balanced space. This post will focus on the importance of scale, proportion, rhythm and repetition.

Scale & Proportion

Scale refers to the relationship between two or more objects when one of these objects has a commonly known size. On the contrary, proportion relates to the general size of two objects without any information about their actual sizes. This makes scale more absolute and proportion a more relative element. The latter one requires the designer to understand the interactions between objects within a 3-dimensional space. Changing the proportion can alter the way our spaces look and feel, and also affect other design principles like balance, hierarchy and dominance.

The following aspects affect the design of the most appropriate scale or proportion of objects:

• -Sufficient breathing space
• -Balanced lines and areas within the space
• -Golden ratio: Objects that contain this ratio are thought to be more pleasing aesthetically, more beautiful and perfect.

Designers can always play with the size and scale of objects to create some fun, but in the end, they have to ensure that the space looks balanced.

Image Source: 5 Star Plus Retail Design

For the store design concept development of Pureones, scale and proportion was an important consideration. The size and proportion of all interior fixtures was balanced carefully in order to create harmony and achieve the required “flowing” effect inspired by Chinese rice fields.

Image Source: 5 Star Plus Retail Design

Simply Italian had a six meters high space available. In order to take advantage of this and emphasize the feeling of space, we created strong vertical lines and a central ceiling structure. These are the defining elements in the space that set the standard in terms of scale and proportion for all other furniture and fixtures.

Rhythm & Repetition

Rhythm is considered a pattern in movement. It is utilized to guide the customers’ eyes in moving around within a space in an organized manner. This principle helps introduces order, interest and focus while leading people’s eyes. Rhythm also plays a huge role in the way customers perceive a store interior, both in terms of aesthetic and in terms of functionality.

An important point to keep in mind is that the design principles don’t work alone. When designers aim to achieve balance, they determine the perfect combination of contrast, rhythm and scale for the project. All principles are tightly interrelated.

Repetition creates visual continuity and ties different aspects of a design concept together. Complex looks can be simplified with repetition up to ‘maximum sameness/minimum difference’. The simplest way to reach rhythm is by applying repetition of design elements (color, texture and pattern, scale and proportion). It also gives structure within a design concept due to the consistency of the design elements used. Repetition does not only refer to placing the same object, pattern, color or texture again at several locations in a space, but more importantly, design elements are either designed or selected in such a way that one dimensions (color, pattern, shape, size, style or texture) matches with the rest of the design concept. In this way, all elements are tied together and make one whole. Certain patterns, colors, or textures can be found repeating themselves but with some sort of variation within a space when one looks closely.

Rhythm and repetition help to create a smooth transition for the customers’ eyes. The design concept looks “whole”, well tied together and visually pleasing, while providing enough visual interest and variety.

Image Source: 5 Star Plus Retail Design

The design concept for Austrian shoe brand Hoegl shows how rhythm and repetition and be applied within an interior space. Inspired by the brand’s logo, the square is an integral basic shape that is repeated in different sizes and patterns, with different textures and materials throughout the store. A variation of it is the pentagon shape as a further abstraction that creates further dynamic and interest.

Image Source: 5 Star Plus Retail Design

At The Mission restaurant in Beijing, wooden and industrial accents were repeated throughout the space for a unified, slightly rustic yet modern look. Repeating these materials, though varied and not exactly the same, ties together the design concept and creates visual interest.

Although understanding the ideas behind scale and proportion, rhythm and repetition is important, a successful retail design concept requires the careful consideration of every design principle. The interaction and relationship between elements will effectively deliver the brand’s message and effect the feel of a space. In our next and final design principles article, we will introduce Contrast and Details.

Retail Strategy Best Practices, Paloma Sanchez Jewelry, from Paloma Sanchez, Founder and Owner of the Brand

December 20, 2022

Paloma Sanchez, mother to a son of 8 years, left her stable and promising career in luxury jewelry to start her own brand in Beijing, China, in 2008. With beautiful, unique products, Paloma Sanchez Jewelry serves a very special niche in the global market. We sat down with Paloma to talk about how passion fuels the continuous quality promise and how courage, adventures, and empowerment are all important aspects of the brand.

Paloma Sanchez, founder and owner of Paloma Sanchez Jewelry

Image Source: Paloma Sanchez Jewelry

When did you start your brand and what was your vision?

I started the brand in Beijing, China, in 2008. A trained gemologist, I had worked in the luxury jewelry industry for thirty years and knew what customers in the luxury market segment were looking for. At that time, China was incredibly dynamic. The local luxury market, which had only emerged a decade before, was dominated by mainstream luxury brands and traditional products. Their jewels were used as a symbol of convergence for the emerging Chinese elite with their global peers.

I wanted to do things differently. I saw that the Chinese cultural elite was quickly transitioning back to the core values of Chinese luxury, to what “luxury” has always meant traditionally in Chinese culture: tailored service, irreproducible art, and consistent luxury experience. I set myself the task to be the first to cater to that niche and create a brand based on innovation with products that people would not get anywhere else. My vision for the brand was to focus on this niche market of sophisticated, courageous, self-confident women and men who were looking for one-of-a-kind jewelry products to express themselves. I wanted to create products with a story and meaning.

How would you describe the positioning of your brand? What are the core values?

The Paloma Sanchez Jewelry collection has a luxury positioning. The core characteristics and values of the brand are art, courage, empowerment, authenticity, and self-confidence. All designs are created with rare, one-of-a-kind, hand-selected museum-quality stones. The value of the jewelry pieces comes from the preciousness of the stone and the unique design. As a professional scientist, my attention is naturally drawn to the uniqueness of gemstones; however, creativity is essential to my identity. For that matter, the inspiration for each piece changes: some collections are the result of an exquisite selection of personal favorite stones; others are the result of months of creative research and design to capture the essence of an ideal.

Commitment and empowerment are very important to me personally and are a big part of the brand. All our products are child-labor-free. I can say this with absolute confidence because I regularly travel to the mines where I source gemstones and get to establish personal relations with the miners involved. I have lifelong relations with all my suppliers.

In 2016, the African Women Miners Association, of which I am a member, and Paloma Sanchez Jewelry, built a production line to integrate outcast wives and mothers from mining regions into our sourcing network. Today, most of the gemstones we source in the country have been cut or faceted by one of these women.

Design for kyanite and diamonds necklace

Image Source: Paloma Sanchez Jewelry

You also have a more accessible line, the Marina Collection. How is this brand positioned?

The Marina line is our more accessible jewelry line, we have five collections. Designed by myself, the products are based on gold or silver. This allows scaling the brand by producing a larger quantity of the same pieces as opposed to Paloma Sanchez Jewelry which is all one-of-a-kind pieces. The consumers of this line are typically younger since these pieces are more versatile and. can be worn on all types of occasions, in elegant and casual situations.

“Texture” Ring, Marina Collection

Image Source: Paloma Sanchez Jewelry

You design all collections yourself. What are your inspirations?

The influences of my creative process are very abstract, and the way in which they flow into my jewelry designs is mostly subconscious. My inspirations come from all kinds of life experiences: Music, art, conversations, books, and basically everything I see and hear. Every experience shapes me, and many things move me. The idea for a new jewelry piece may appear spontaneously or come after a long process of trial and error with other ideas.

Design for Roman glass vase handle from Afghanistan, pear shape cut blue topaz set in 18kts white gold, and sapphires from Sri Lanka

Image Source: Paloma Sanchez Jewelry

You are a gemologist and passionate gem hunter. What do adventures of finding the most beautiful pieces around the world look like?

My life combines the thrills of adventure and also the most exquisite cosmopolitan lifestyle - I believe this contrast deeply permeates every aspect of the brand. A French journalist in Toronto once referred to me as the Indiana Jones of Gemstones, my son prefers Lara Croft. I travel to some of the most remote areas of the globe, from the red sands of Madagascar to the green mountains of the Colombian Sierra, through the wet Sri Lankan jungle to the dry deserts in Arizona, on the quest to find those hidden treasures nature holds for us. During these trips to the mines being a woman is often a burden that one needs to deal with. Mines tend to be run by men, and rural populations often regard women as unworthy of their trust, especially if foreign. For that matter, I have to keep pushing my knowledge and expertise.

When I return to Beijing, I combine my most elegant attire with delicate jewelry and attend the “chicest” events in town.

Exceptionally huge opal with an amazing play of color, unique in the world

Image Source: Paloma Sanchez Jewelry

You mentioned once that gemology is a man’s world. What does that mean exactly, and what were some of the challenges that you have encountered?

The career trajectory for men and women in the trade is usually very different. While men who graduate as gemologists usually have immediate access to core positions in the trade, women are often expected to climb the ladder from the bottom. This is exacerbated when you do not belong to a family already established in the gem business. As a woman and industry outsider, I started my professional career as a sales consultant in a jewelry store despite holding a degree with honors from the most prestigious institution in the field. It took me ten years of hard work in international luxury firms to demonstrate my capabilities as a gemologist and manager to finally hold a directing position in an international firm. Ten years later I was able to establish my own brand and accomplish my dream.

There are regions where women are traditionally seen as inferior or expected to be uneducated. In Ethiopia, a miner assumed I could not count and wanted to explain to me how to pay with banknotes. As a woman in this industry, you have to be ready not to be taken seriously, and repeatedly demonstrate your skills to earn your place. As a man, you go for drinks with your local business partners after work to strengthen the relationship. As a woman, this is not possible.

Moreover, there are countries like Colombia where women are not allowed to work inside the mines because this is seen as bringing bad luck.

Outside an opal mine in Ethiopia with the miners

Image Source: Paloma Sanchez Jewelry

Despite these challenges, what were some of the advantages that you being a woman, brought to your business?

I think that as a woman, I am in a better position to channel my passion into my work. I am absolutely uncompromising in terms of quality. Inspiring and empowering other women comes natural to me and are values that are close to my heart. And, of course, being a woman, I can wear my pieces, pull off a glamorous look, showcase my brand and encourage other women.

What are your favorite gemstones?

I love all types of gemstones. Opals are addictive because they come in so many different colors and shades. I also really like emeralds, tanzanite, and tourmalines.

Choosing opals at a miner's home in Ethiopia

Image Source: Paloma Sanchez Jewelry

What are you doing to uphold your promise of quality over time?

For me, the promise of quality comes from my passion for the work. I could never compromise on quality, and I will deliver this level of quality forever.

On a practical level, we invest a lot into the training of our staff to ensure we can uphold our promise of quality. Our retail staff is exclusively composed of trained gemologists, and our skillful artisans follow regular training seminars from some of the best masters in the world.

Establishing strong communities that value design, art, and private events worked extremely well for your brand. What is your strategy for working with your VIP customer community?

I have three types of customer groups. The first group is very knowledgeable; they grew up surrounded by jewelry and tend to know exactly what they are looking for. They are sophisticated and self-confident while remaining humble. This customer tends to have demanding needs but truly appreciates the jewels they buy. They are most loyal. Most of these customers through time have become some of my closest friends.

The second type of customers are newcomers to the luxury scene. they are eager to be part of it but need to acquire the knowledge that will bring the self-confidence required for my jewelry.

The third category is made of investors; some of them fall into either of the previous categories. I organize many private events for all customer groups and private dinners and concerts to award my VIP customers for their loyalty. In addition, I organize short gemology courses to give our customers the opportunity to understand the rich world of gemstones and jewelry design.

You have opened stores in some of the most buzzing cities like Beijing, Dubai, and Paris. What do your customers in different parts of the world have in common?

Our customers around the world do have similar characteristics. First, they are usually highly educated and very self-confident. Second, they are very loyal to our brand and appreciate our spirit of innovation. Something that I have seen emerge through time is that there seems to be a group of customers that likes to travel to several of my stores to collect pieces from each part of the world. It is always interesting to see Beijing customers sharing pictures of their visit to our showroom in Paris or vice-versa.

You have organized some impressive collection launch events and shows, and have been mentioned in the Louis Vuitton and Mercedes-Benz City Guides for Beijing. What are your favorite and most successful marketing activities?

I organize a very large show with a specific theme each year. One of my favorite shows is probably “Senses”, a sensorial experience that we created twice, first in Beijing, then in Vancouver. We took 400 guests onto a sensorial journey. Sound, smell, touch, taste, and sight were stimulated to create an experience of the five senses in the world of gemstones.

“Senses” Show in Vancouver

Image Source: Vogue UK

Another event I really love is the fashion show we organized in Europe´s largest solar power plant at the time in Seville. This was the first time a jewelry brand showed its commitment to sustainable energy.

In the autumn of 2020, when there was a lot of frustration and loneliness after the first half year of living with Covid, we organized a jewelry show called “Hope” at the Temple of Heaven. We emphasized the concept of uniqueness and used a beautiful, philosophical excerpt from the Little Prince to inspire our audience. The Little Prince´s relationship with his rose, which he saw not only as unique in the whole world, but also as the only truly valuable he had on his planet, was used as a metaphor to express how uniqueness can only be determined by ourselves and is essential to anyone´s existence, particularly in times of struggle and solitude. Therefore, the jewels we hold must be something that we cherish, and that support our specific vision of the world.

What are some of the biggest challenges that you have overcome?

I have chosen to build up the brand on my own in order to realize every aspect without compromises. This means, however, that I need to rely on my own and have no one for advice or support, which is not always easy.

Another challenge is the maintenance of a stable team. We invest several years of training into each person on our team. Unfortunately, it is very common for employees in China to change their job every few years. I also have to admit that cultural differences sometimes make communication more challenging.

Paloma Sanchez with Actress Gina Torres (Suits) wearing Paloma Sanchez Jewelry at Toronto Fashion Week

Image Source: Paloma Sanchez Jewelry

What would be your recommendations for other brands?

My recommendation is simple and very much the cliché: You need to have passion for what you do and know your goals. Don’t doubt, don’t overthink, and go ahead with courage and confidence. If you are young, it is ok to fail, you will learn and grow out of it stronger. If you are an experienced professional, you have probably spotted gaps in the market so put your expertise to work. In any case, keep your eyes open and remain flexible while never losing sight of your goal and remaining loyal to your core values.

What are your plans for the future? How do you envision Paloma Sanchez Jewelry in 5 years?

We are currently working on scaling up the brand so its potential can be fully unleashed. We plan to open a showroom in Aranya (by the end of next year´s Q1. We are also finalizing our new online platform where our customers from around the world can receive tailored services and access our new online collections. In addition, we are looking to expand the production of our Marina line to meet global post-pandemic growing demand.

In terms of brand positioning, we expect Paloma Sanchez Jewelry to increase its share of the luxury tailored-made jewelry market in Beijing, Paris, and Aranya. We are also expanding the retail pret-a-porter brand, Marina collection, through our new online platform and distributors around the world. Concerning the company´s organization, we are working towards automatization and team development in order to allow myself to retire from active work in the firm by 2030.

10 Years of Retail Design
Year-End Reflections on Authenticity and How to Create a Powerful Brand

December 14, 2022

No matter whether we talk about sustainability, the value that we provide to society, or the brand promise, the past years have shown that authenticity is a skill that brands need to master in order to survive.

With Christmas around the corner, this is a time to reflect on the past year and analyze what we can do better. It is a call to be more “real”. A call to go back to the roots and evaluate our business operations, our strategy, and most importantly, what has become of our brand.

Image Source: 5 Star Plus Retail Design

Sometimes, a brand changes or becomes diluted over time. A brand personality needs to be carefully developed and regularly checked – it needs to be based on the market positioning, to have values and characteristics, and communicate these consistently through all channels. This also includes areas that for many, do not come to mind immediately, such as retail stores, showrooms, pop-up stores, exhibition stands, events, packaging, and even office space.

And this is where our value proposition at 5 Star Plus Retail Design lies: In evaluating the brand together with our clients, in identifying core messages and storylines that are real, authentic, and transparent, and that we can then apply in the design. Our brand promise is to help companies create a powerful, authentic brand. As retail designers, we also know that such brands sell more.

Image Source: 5 Star Plus Retail Design

But what is retail design exactly? Retail design is a mixed discipline that combines strategy, marketing, architecture, interior design, and graphic design to translate a brand into a physical environment. This could be a store, a showroom, or a restaurant. It could be a pop-up store, an exhibition stand, or an event.

Image Source: 5 Star Plus Retail Design

Customers want to purchase from brands that are clear about who they are, their value proposition, and who can communicate this authentically and consistently. Authentic brands that can convey their mission and value clearly in words and through visual means therefore become powerful brands.

Despite the challenge that today’s brands are expected to deliver constantly novel and exciting customer experiences, it is important to stay true to the brand and remain recognizable. Authenticity and a clear value proposition also produce trust and customer loyalty.

Image Source: 5 Star Plus Retail Design

Taking the time for reflection and recollection is important. Investing a few moments of quiet time at the end of the year enables us to check and re-confirm our strategy, steer back on course, and push ahead with full strength at the beginning of the new year.

5 Star Plus Retail Design is a one-stop solution providing a full range of retail design and marketing services in China, Europe, the Americas, and the Middle East.

For more information, please get in touch with us at office@5starplusdesign.com

Image Source: 5 Star Plus Retail Design

2022 Relaunch - Dominance, Hierarchy, Balance
5 Star Plus Series: Design Principles in Store Design

November 29, 2022

Design principles in retail design help to enforce the brand and communicate it to their clients. These guidelines are used to inform and influence and can be achieved through the application of various design elements. In this series, we are providing instructions on how to apply these correctly and influence customers’ mood and first impression. In our previous article, we covered the first three design principles: Harmony, Gestalt, and Space how they contribute to the perception of the retail space. In this article, we present Dominance, Hierarchy, and Balance and their most important role in retail design.

Dominance

As mentioned before, the first impression is the most important aspect for brands to attract customers. Adding a factor of Dominance to the space creates interest and drama for those that enter the space. This is usually done by featuring on key focal point or two emphasized areas that pull the attention of customers from all directions, guiding the customers' eyes to focus on key elements within the retail space. Designers can create clear focal areas, like product displays, a customer service counter, visual identity and branded elements while hiding the less important areas like storage. After choosing the focal point, emphasis can be created by adjusting the size, position, color, style, or shape of the specific object.

PUREONES is a Chinese luxury clothing brand with a strong brand’s forward-thinking identity, tied to the traditional roots of Chinese culture. The retail concept design was inspired by the curves found in Chinese rice fields, rivers, mountains, and forests that follow the Taoism way, allowing the retail store design to flow naturally from one part to the next. Using these curved lines, we created a dominant display area in the middle of the store that is visible from outside as well. The installation grabs the attention of customers immediately because of its unique shape and color. Using high-quality wood and stone materials and metals to tie natural elements to the physical space and creates the feeling of a natural oasis, transporting the customer to a calming, open environment.

Image Source: 5 Star Plus Retail Design

Hierarchy

Hierarchy helps to communicate the importance of elements in the overall design compared to the other elements. Using this design principle is another way to guide customers’ eyes towards key elements of focus. It is important to keep in mind that the recommended maximum of hierarchy in in any kind of design is three levels: the most important, less important, and everything else.

Hierarchy can be modified with adjusting the following elements:

• ?Size: Larger objects seem more important.
• ?Shape: If every object has a regular shape except for one irregular one, people tend to look at the irregular one first.
• ?Position: The center of a circle is the most hierarchical, and in the case of a line, the end of the axis is the most hierarchical rather than the points along the line.
• ?Color: Using different hues of a tint of a certain color can also guide customers’ eye to key focus areas.

H?gl is an Austrian shoe brand that also sells jewelry, accessories, and bags. 5 Star Plus Design created a new design concept for the Chinese market that is based on the brand identity - feminine, high quality, and comfortable, as well as the incorporation of the white and red brand colors. The design concept also fulfills the targeted positioning within the Chinese market, defined as stylish, chic, cool, sexy, and powerful. A lot of thought was given to the flexibility of the product display shelves and to the possibility of creating various combinations of space’s different elements. Playing with the different shapes and colors of display elements helps to guide customers and features the most important products.

Image Source: 5 Star Plus Retail Design

Balance

This principle refers to the equalization of tension in the composition and contributes greatly to the gestalt of the design. The majority of retail spaces aim to reach visual balance. This can be achieved by distributing the visual weight of objects within a space. The visual weight of an element can be changed by changing its size, color, texture, or shape. An object that is darker, larger, brighter, or more complex usually feels heavier. We can differentiate four different types of balance: symmetrical, asymmetrical, radial, and mosaic.

Symmetrical balance creates a more formal and quieter atmosphere. It is achieved when elements are repeated or mirrored along a central axis, as well as the use of patterns, arrangement of furniture, fixtures, and through the application of color. This type of balance communicates a stable, calm message with dignity.

With asymmetrical balance, interior designers can form a more relaxed and casual environment. They tend to feel more dynamic and less rigid because in these spaces a variety of object types are working together to create balance. Asymmetrical balance is centered around the visual weight of an object and uses the similar perceived weight of elements on the opposite axis. This type of balance is not as straightforward as the symmetrical balance, it often requires an “eye for design”.

When using radial balance, objects are arranged around a central point either extending outward or inward. It helps to create focus on a central item and drags customers' attention towards that. When applied correctly every other element should radiate in circular symmetry around the focal point.

Mosaic balance results from balanced chaos. In this case, the composition lacks distinct focal points, and the hierarchy of the elements leads to visual noise at first glance. Somehow it works together after all.

In our last example from Halti, it’s easy to observe how symmetrical balance can create a premium feel, calm yet strong atmosphere that fits the brand’s Scandinavian persona. Halti is a “light-luxury” positioned, Finnish outdoor fashion brand well known for its ski wear. 5 Star Plus Retail Design created a store identity design concept for both flagship stores and shop-in-shops in China. While the store design had to have a clean, balanced look, a dynamic feel was achieved with added cool features such as island furniture with white, backlit strips.

Image Source: 5 Star Plus Retail Design

With the ever-growing online sales market, retailers face the constant challenge of increasing their in-store sales. To create visually appealing spaces, interior designers apply various elements of design to grab the customers’ attention and pull them into the stores. In the next article of our Design Principles in Store Design Series, we will introduce the role of Color, Proportion, and Repetition.

"Nation Branding"
"How to Tell Stories through Physical Touchpoints like Exhibition Stands"

November 23, 2022

Nation branding is important for countries to attract more investment and a high-skilled workforce, support the export of products of local companies, and promote tourism. Companies that export products will also benefit considerably from a strong country image – a Nielson study found that over 70% of global consumers believe that the location where a product comes from is important and affects their purchase decision.

Brand Positioning of a Nation

What is the positioning of a country? Ideally, this is the well-planned and consistently promoted image that the name of a country then evokes in people’s minds. It is very much about differentiation and how the country sets itself apart from others. When we think about Germany, we think about reliable, high-quality products that are often technically advanced. Italy stands for lifestyle, good design, and high-quality fashion. Switzerland stands for precision, focus on details, and safety. A lot of work and time is required to create a powerful and authentic nation brand. Several organizations regularly measure the strength of country brands.

Examples of the logos of a number of nation branding campaigns

Image Source: World Intellectual Property Organization

Visibility

Some country names are well-known worldwide and are clearly associated with their positioning. In other words, people in different geographies have the same, consistent, and positive image of a certain country. This means that those countries have done a successful job in positioning and marketing themselves consistently and effectively around the world. Some of these countries are Switzerland, Canada, and Netherlands. What are some of the images that come to your mind when you think about these countries?

The Strongest Nation Brands in 2022

Image Source: Statista

Storytelling

Storytelling is a crucial element of nation branding. Only through stories, an audience will learn what a country is about, what it offers, and how it is different from other places. There are many areas that stories can revolve around, some of them being: Industries, products and services; people; projects; landscapes and cities; achievements, scientific advancements, vision and objectives. Professional national storytellers work with all of them and combine them into several series of stories that emphasize the country’s positioning.

Here are some examples of what nation branding can look like:

Image Source: 5 Star Plus Retail Design

The tone and pace of telling the story are important as well, i.e. the degree of formality, the speed and level of detail, the positivity of the language, and whether there are elements of humor.

Stereotypes versus Modern Positioning

To increase brand recognition and build on what already exists, many countries have successfully used stereotypes as a basis for marketing themselves (think of the Swiss cross, the mountains or cows in Switzerland, the red maple leaves in Canada, or the Eiffel Tower in France) and then added the more modern elements like innovation, science, or information about market leadership.

Image Source: 5 Star Plus Retail Design

The Swiss National Pavilion at China International Consumer Products Expo in 2021: Stereotypes of the Swiss mountains and a cow were used in the front to maximize the recognition effect. The well-known Swiss cross was abstracted into a sculptural structure that framed the event space.

Conclusion

In order to promote their image and create a tangible outcome, countries have to apply tools that in the past, were predominantly used by big commercial brands. Creating a powerful nation brand will not only result in increased investment and tourism but also lead to higher exports and directly support local companies.

British Business Awards 2022

November 7, 2022

The 2022 British Business Awards ceremony was held at the InterContinental Beijing Sanlitun. Through eight award categories, the awards celebrate the ever-growing trade and investment relations between China and the UK while recognizing and promoting excellence in innovation, enterprise, and endeavor in the British business community in China. The British Business Awards have showcased organizations and individuals achieving outstanding results since 2008.

The awards ceremony was attended by over 250 distinguished guests including senior representatives from the British and Chinese governments and business leaders. Additionally, 1000 viewers joined the online Livestream and heard speeches from the Chinese Ambassador to the UK (H.E. Zheng Zeguang) and the British Ambassador to China (Dame Caroline Wilson) who was also the patron of the BBAs.

5 Star Plus Retail Design was once again a proud partner of the event and provided a full event management package that includes event planning, execution, and on-site support.

Image Source: British Chamber of Commerce in Beijing

5 Trends that Shaped Post-Pandemic Retail Worldwide

October 26, 2022

Trends are constantly changing within the retail industry. It was especially true in the past two years when brands and customers quickly had to adapt to the new rules. 2022 was all about getting back to our pre-pandemic life, however, it’s already safe to say that some retail trends will remain with us. In this article, we will briefly introduce five trends that have been shaping the retail industry since 2020.

1. Agility

Retailers are used to changing layouts regularly between seasons or weekly promotions. The pandemic has once again shown the need to extend agility to new challenges such as inflation, labor changes, or supply chain disruptions. Retailers must invest in agility and flexibility to adapt quickly to change. This skill partially depends on having the right technology and processes to help identify, track and respond to issues. That includes quickly changing products displayed on websites and effortlessly using all available online and offline channels. Retailers must make agility a central part of their business strategy and ensure that their internal structures do not delay their ability to adapt by creating storage, sharing information across the enterprise, or approving changes at too many layers.

Image Source: Workday Blog

2. Authenticity

Consumers are tired of being sold to. From social media influencers to website ads, consumers are overwhelmed, and as a result, they seem to be turning away from advertising and toward authenticity. Authenticity is how a consumer perceives a brand to be faithful to itself. In Bazaarvoice's 2022 Shopper Experience Index, 53% of consumers said that user-generated content (UGC), like reviews and photos, gives them more confidence in their purchasing decisions. Brands and retailers must embrace authenticity to continue to attract consumers and make them feel confident in their purchases.

Image Source: Skip Prichard

3. Social Commerce

Social commerce is an extension of e-commerce where consumers use social media to make direct purchases while scrolling. Bazaarvoice found that 69% of consumers were inspired by social media. 54% said they would be more likely to purchase social media if they could click on posts to get information about the product. Bridging the gap between inspiration and purchase is becoming increasingly important as consumers adopt an "I see it, I want it" mentality.

Image Source: Vulcanpost

4. Phygital

The world of online and digital retail is no longer the only platform for online startups and businesses. Phygital or omnichannel shopping, which combines online and offline channels, is increasingly becoming the default shopping method for consumers. According to a massive global survey by the IBM Institute for Business Value, hybrid shopping is the primary shopping method for 27% of consumers. Many consumers expect phygital's basic implementations, such as online shopping and in-store pickup, or the ability to check stock levels online before visiting a store. The discovery of phygital in new ways will continue with the emergence of augmented and virtual reality, the metaverse, and other digital channels.

Image Source: Adwright

5. Upcycling and Traceability in Demand

Upcycling is on a fantastic growth course with the second-hand clothing sector expected to grow faster than fast fashion. Besides purchasing sustainably, traceability is critical too. Customers favor brands that deliver on climate promises and meet science-based targets for emissions reductions.

Image Source: Sustainability 100+

2022 Relaunch - Harmony, Unity, Gestalt and Space

5 Star Plus Series: Design Principles in Store Design

October 21, 2022

Visitors of retail spaces often think that the result of the interior design looks good by coincidence, however, there is much more behind a finished interior design than one can see at the first gasp. The artistic composition of spaces is based on a number of technical considerations that are referred to as the principles of design. When these principles are applied successfully, they evoke unconscious emotions from visitors of the spaces. These emotions can help to reinforce the brand message and corporate identity using various visual techniques. In this first article of our design principles series, we introduce examples for the first three design principles: harmony, gestalt, and space.

Design Principle 1: Harmony and Unity

Harmony is described as sameness, which means one thing belongs or corresponds to the other. The elements in an interior space create a composition that feels comfortable and is pleasing to the eye. Unity is when the parts of the space form a balanced, harmonious complete whole. The interior feels right when everything works well collectively. The unit of a design can be affected by the contrast, repetition, alignment, and proximity of the elements. The key is to find a balance between unity and variety so that the design is visually impressive and well-balanced. Harmony and unity can provide a sense of calmness while limiting chaos and adding to the comfort level of a space.

KJUS is a luxury sportswear brand based in Switzerland. For their first Chinese store, 5 Star Plus Retail Design created a futuristic, high-tech, and luxurious design concept that evolves around unity. KJUS sportswear products stand for a mixture of state-of-the-art craftsmanship and the latest material technology. To express this abstract positioning, cool, modern, and high-end materials such as metal and stone were used throughout the store. To achieve a harmonious, luxurious feeling, the interior includes enough empty space without displaying too many SKUs to let the concept breathe. Special lighting effects and high-tech elements are incorporated to convey messages from the brand including product features, essential products, and new collections.

Image Source: 5 Star Plus Retail Design

Design Principle 2: Gestalt

Gestalt means that an organized whole is perceived as more than the sum of its parts. The idea behind this concept is that people can instantly judge whether or not a design works. Small changes in single components can affect how other elements in a design are perceived. Gestalt takes into consideration that viewers have the natural tendency to complete unfinished forms in their minds. Those then lead their sight and direct the flow of a designed space.

Simply Italian’s restaurant design incorporates core values of the brand like honesty, transparency, hospitality, and happiness. 5 Star Plus Retail Design created a bright and open environment with abundant natural wood, light colors, and patterns that represent Italian traditions. Key inspirations used for the project were Italian pasta, in particular – spaghetti, and colorful natural ingredients like vegetables. When customers enter the restaurant, the whole design comes together and makes one feel at home.

Image Source: 5 Star Plus Retail Design

Design Principle 3: Space

Space can be split into two categories: positive and negative space. Positive space is space containing design elements such as objects. Negative space or white space is the area between these objects. The latter is just as, if not even more, important than the used space. It is also one of the most neglected components of visual design. Finding balance between positive and negative space is crucial in order to create a harmonious feeling and to avoid overcrowding the space.

The concept store design for the French avant-garde fashion brand, Angelique, incorporates a lot of empty space to let the store and its unique design features breathe. Most of theproducts are black and white clothing so the design was built around their elegant brand identity referencing the style of the garments. The white space creates a subconscious sense of visual comfort by allowing visitors to rest a bit and have a clear focus on the products.

Image Source: 5 Star Plus Retail Design

In our next article of our Design Principles in Store Design Series we will write about the role of dominance, hierarchy and balance.

Huawei ICT Roadshow 2022 Salzburg
Event Marketing in Europe

September 27, 2022

Life in Europe has fully returned to the pre-covid days. After a period of increased isolation, marketing tools like events and physical touchpoints are now more important than ever. Events provide a unique customer experience and humanize the brand through the personal interaction of the brand’s people with potential customers.

The main objective of The Huawei ICT Roadshow 2022 is to simplify the digital and green transformation for its customers and partners. It helps those interested in making the most of the latest technologies and preparing for future changes. The last Austrian stop of the Huawei ICT Roadshow was at the Red Bull Arena in Salzburg. The truck transformed into a state-of-the-art exhibition space where guests had the opportunity to learn about Huawei's industry-leading solutions, meet their experts and try out their products after some exciting presentations.

5 Star Plus Retail Design is also active in Europe and was an honored partner of this extraordinary event. Our 5SP Marketing team delivered a comprehensive event management package that includes event planning, execution, on-site support, and invitation design services.

Image Source: 5 Star Plus Retail Design

2022 Relaunch - Understanding China: Strategic Retail Design

September 23, 2022

International retail brands that come to China have high expectations. Unfortunately, they often also have a couple of misconceptions. The retail market in China is different from Europe, North America, as well as all other countries. Retail design concepts need to be adapted accordingly. The local market presents its own challenges and brands need to adapt. Consumers are more sophisticated then brands often anticipate, and retailers have to outcompete other brands through a strong brand identity that is promoted together with an associated lifestyle. In this article we line out the most important points that you need to know when planning to open retail stores in China.

" Store Design Concepts in China need to make a strong statement "

1. Financial Investment

China is not a cheap country any more. Some of the costs associated to entering and operating in the country’s tier 1 cities like Beijing or Shanghai (store rents, salaries, advertising) are close to those brands would have to pay in Europe and the US. Retailers who want to come to China do have to make a certain financial commitment and invest for the long term.

2. Sophistication of Retail Consumers

The days where companies can sell anything and products are bought just because they are European or American – the period often also named the “Golden Age” for foreign companies in China - are over. Consumers are smart, compare choices, and travel abroad. Chinese do not pay a premium price for products and brands that are not well known and do not succeed in communicating superior value that justifies a higher price.

3. Importance of the Brand

In China, a strong brand is everything. We are often surprised that some of the retail brands we work with cannot answer basic questions about the brand positioning and brand personality. What is your brand message? What is your unique value proposition as compared to competitors? Do whom do you want to sell?

Products without a clearly defined brand that is communicated consistently throughout all marketing channels (retail design, advertisements, editorials, print material, etc.) will not sell. In China, more than anywhere else, consumers purchase products because they like a brand, not because they like the product or its functionalities. If the brand is perceived as “cool”, the products will sell.

4. Promotion of Lifestyle and High Impact Retail Design:

In addition to the importance of the development of a strong brand image, brands often forget that while consumers might be familiar with the products and the associated lifestyle in their home country, Chinese consumers might know nothing about it. This applies especially to all non-traditional retail products, like bijoux (trendy jewelry that has no investment value and is made of less expensive materials other than precious metals or precious stones), and lifestyle related products (binoculars, pens, travel accessories), for example. Since locals have not grown up with these “hobbies” (the majority of people was suffering hunger 30 years ago and the government-controlled market only opened up to international retail products in 2005), extensive education and promotion of the respective lifestyle are required before consumers understand how the mentioned products can be used and why they should be bought.

Retail design in China therefore has to be essentially different from more traditional retail concepts that are successful in the West: Store design concepts have to focus on the customer experience and showcase the attractiveness of the brand and the related lifestyle. Stores should never look traditional and conservative; instead they have to be bright, modern, dynamic and “cool”. Chinese consumers like to enter spaces that are different and have a high visual appeal; they aspire the lifestyle that a certain store communicates. If the store design is right, the product will be purchased.

5. Technology, Continuous Redefinition and Change

A last, very important point to acknowledge and integrate into a brand’s strategy for China is the constant, advanced use of new technologies of Chinese as well as the fast pace with which the market changes. LED screens, monitors, and technologic support has become the standard in stores in China. Brands have to continue to develop, grasp the trends and changes in the market and adapt their retail concept. While the core of the brand should remain the same, facets of the identity that are also expressed in the latest retail design concepts have to evolve. Brands are like people – they have a complex personality and are required to become more mature with experience.

2022 Relaunch - 5 Star Plus Storytelling Series: Senses

September 19, 2022

Now that we have an understanding of the impact emotion and colors can have when it comes to storytelling, let’s examine the impact sensory storytelling can have on consumers. Incorporating sensory elements such as light, smell, and textures into retail design helps to enhance the brand story of a retailer while also effecting the customers’ thinking and ultimately their decision making.

Importance of Sensory Storytelling for Brands

The psychology behind storytelling is that the natural instinct of the human mind craves for meaning. Storytelling helps us to process information and remember it. Even though this is a benefit, it’s important to remember that a common fault of the mind is to forget some of the facts. When this happens, the mind will invent connections so that the information can still be processed by others. This innate human error is exactly why sensory storytelling becomes very important for brands. While engaging with stories, the sensory cortex in the brain is light up, allowing the listener to feel, hear, taste, and even smell the story.

Zara, one of the world’s leading fashion retailers and proud to be a high fashion, yet affordable Spanish brand. The story behind Zara’s success is that they are seen as a company with great style and fashion consciousness. To express that in their physical stores, Zara uses black and white on the walls, and to make them look even more elegant they utilize a very minimalistic design with monochromic fixtures and shelves. Another added detail to enhance their story are the characteristic spicy scent used in every store, and the relaxing yet trendy background music in order to create an upbeat environment.

Image Source: pinterest

When customers make decisions, they are based on impulses, gut feelings, or force of habit. Not every decision can be rational due to limited amount of time. Quite often it is a design element, like size or color that gives the final push to customers when it comes to choosing a product. Even tiny design decisions can influence customer’s choices at an unconscious level.

Abercrombie & Fitch is another good example to show how a brand can build up a certain personality and incorporate the different senses to their brand’s story. The image they want to show towards their customers is a “cool and good-looking teenager”. Their fragrance for men they use in the men section is a clean scent of citrus and warm dusk. They are also known for their loud music in the stores which makes them able to maintain a more youthful clientele. Apart from building up their brand image, the dimmed lights, loud and vibrant music also encourage impulse shopping.

Image Source: The Columbus Dispatch

Image Source: Retail Design Blog

Storytelling Design Tools

1. Rule of Three

The logic behind rule of three comes down to the way the mind processes information. Humans are very good at recognizing patterns and three is the smallest number of elements required to create a pattern. Consumers are not only able to build a pattern with three elements but are also able to break it. In this case the last item is something unexpected and breaks the pattern that was set by the first two. The aim is to surprise and satisfy at the same time.

The magical number can appear in various elements of the storytelling. It can be three facts about the brand, three mannequins grouped together, three words as a catchy slogan or three different product lines placed next to each other.

Steve Jobs applied the rule or three in almost every presentation he held about Apple. When announcing the first iPhone in 2007, he built his whole presentation around it. He claimed Apple would introduce three revolutionary products: a new iPod, a phone, and an internet communication device. He repeated each of them slowly until the audience figured out he was talking about one device, the iPhone, which was the third revolutionary product category after Macintosh and iPod.

Image Source: Business Insider

2.Gaze

For designers it’s essential to understand how the target consumer’s vision works. What makes them look at certain things longer, what determines the order in which they look at objects? Can this wandering, searching movement of the vision be influenced? Without a deeper knowledge of this activity, designers won’t be able to create an impactful retail design to successfully tell the brand’s story. Colors, borders, words, pictures and shapes like arrows are used in order to control vision and to attract the gaze of users. Certain graphic elements can captivate the eye while others help the vision to wander along a path. This constant search for change moves the gaze from one point to another, constantly changing the focus.

Image Source: Justin Zhuang

3.Guide through Your Story

The Swedish brand, IKEA doesn’t only sell furniture to their customers, they also tell them a story which is about ‘loving where we live’. The key brand goal is to make their customers feel understood. IKEA showrooms are like labyrinths which means they are designed in a way to carry along customers on a controlled journey. The customer journey through the store brings guests through different room examples to show how their homes can look like, how it would smell and how it would feel living there. Guests can try out every piece of furniture, sleep in the beds, and relax on the sofas. The unique design of different showrooms allow guests to their senses of sight, touch, to envision what IKEA products could look like in their own home.

Image Source: study.com

Image Source: Fohlio

What Comes Next

The right brand story has the power to increase the value of your business’s product or service. After accessing their brand identity, brick and mortar stores have a huge advantage over their online competitors by communicating across five senses. The key is to trigger an emotional response by building up a multi-sensory in-store experience.

Highland Games where Brands can Express Themselves
Event Marketing in China

August 30, 2022

In our fast-paced world, where we are constantly under the influence of advertising, it's hard to know what type of information is credible and what brands really stand for. Event marketing is a perfect method for brands to engage with customers directly and should be a significant part of the brand’s marketing strategy. Events provide an opportunity to promote products in a physical and experiential manner, leaving a lasting positive impression in the customer's mind.

Image Source: British Chamber of Commerce in Beijing

On the last Sunday in August, the Highland Games took place for the fourth time in Beijing, China. Organized by the British Chamber of Commerce in Beijing, the event was all about community building and the promotion of Scottish culture. With a great understanding of how beneficial community building and customer engagement can be for UK brands, the chamber collaborated with various organizations to promote the Scottish lifestyle, culture, and products. The Highland Games were attended by over a thousand guests from the Scottish, British, Chinese, and international communities. The event provided a great opportunity for brands to create an immersive experience, promote their products, connect with guests and generate interest in their company. Amongst a number of companies, Tricker's and Loch Lomond were present to make the most of the unique occasion.

Image Source: British Chamber of Commerce in Beijing

The event featured Scotland and its traditional games like shot put, tyre flip, farmers’ walk, tug-of-war showdown, and other activities including university collaborations, a charity raffle, and projects in aid of the Migrant Children's Foundation.

Image Source: British Chamber of Commerce in Beijing

5 Star Plus Retail Design has a long history of working with the British Chamber on various occasions. Our team was a proud partner at this well-planned event and provided execution and project management services. The Highland Games were highly successful and tickets were sold out days in advance, showing genuine interest from the community towards Scottish culture, traditions, and associated experiences.

Image Source: British Chamber of Commerce in Beijing

Light as a Miracle Tool
5 Star Plus Series: Retail Design 101

August 29, 2022

In our everyday lives, we do not give much importance to the elements around us that are free. Daylight is just like that. Without noticing, it’s a source of health and well-being, an infinite form of energy, and a component of our architecture. With the right design, light becomes almost solid, cutting into existing walls and creating new spaces. However, natural light often has limited availability when designing a retail space. In such cases, designers seek to create interiors that appeal to all the senses, where they can manipulate natural light, shadows, and artificial light to create a unique atmosphere.

The combination of natural light and artificial light creates a well-lit, engaging environment at Cooke’s Beijing Office

Image Source: 5 Star Plus Retail Design

In today's world of retail design, the design of artificial lighting is just as important as the proper planning of spaces or the choice of materials. Light as an interior design tool can be used to create a particularly diverse sense of space, so it is important to understand which light sources can be used to create a certain effect or to direct customers. Moreover, poor lighting in a store can affect sales negatively. The optimal light depends on two aspects: the products that the brand sells as different light is needed for different products, and the feeling that the brand wants to convey to customers. Materials are also affected by light. The sparkle of the glass, the glitter of gold elements, the depths of dark wood, and the shadows on white walls all hold emotional messages to the customers.

Types of Lighting

Ambient

Ambient lighting is typically the store’s primary lighting that provides light to the space evenly and helps customers to navigate through the space without accidents. When customers enter the store, the atmosphere needs to be welcoming. In order to reach that, indirect, diffused light can be used to create a pleasant ambiance. The level of brightness will be determined by the size of the space, the height of the ceilings, and the amount of natural light it receives. This is usually done in the center of the store or above walkways or corridors, and can also be implemented along walls for a wall-washing effect.

Ambient lighting at an outlet store in China

Image Source: 5 Star Plus Retail Design

Accent Lighting

Accent lighting is a distinctive, attention-grabbing form of lighting used to highlight a specific area in the store and aims to draw customers towards a defined point. Brands typically use accent lighting in their window displays and for branding to get the attention of passers-by.

Accent lights in the window display of the KJUS flagship store in Beijing

Image Source: 5 Star Plus Retail Design

Decorative Lighting

Its importance lies in its aesthetic function, which is purely decorative. The focus is more on the visual design instead of properly illuminating the area. The best examples of decorative lighting are the festive lights during the holidays.

Task Lighting

Task lighting is lights used in parts of the space that require more brightness for the completion of specific tasks or to enhance comfort and safety. These areas are typically the changing room, the storage area, and the cash desk. Task lighting also plays a role in the functional separation of different spaces.

The light in the changing rooms is designed to make garments put on look appealing to customers.

Image Source: Studio N

Lighting is one of those aspects that most customers do not perceive at first glance. However, unconsciously, good lighting improves both the retail design and the atmosphere of the store. It can considerably improve the quality of a space and is the one singular aspect in retail design that can either make or break a store design concept.

2022 Relaunch - 5 Star Plus Storytelling Series: Colors

August 23, 2022

Storytelling with Colors

In the second part of our storytelling series we will discover the effect of colors as a powerful storytelling tool. By using colors we can create any mood and ultimately stories. As humans, our minds instantly respond to these stories.

The psychology of each color depends on the personal experience of the customer as well as the “personality” of the brand. A mix of perceptual and cultural factors combined with the right colors helps create a dynamic environment that ties to a brand’s story and speaks to their consumers’ emotions.

"Visualization of Robert Plutchik’s Wheel of Emotions "

Image Source: moraritsipanificatie

Influencing the Mood with Colors

Colors serve as an important storytelling tool, because they create a sensory impression that reflects mood and emotion of a retail space. Psychological studies have shown that feelings of joy and happiness are often associated with warm and bright colors, where as cool hues and dull shadowy tones are more downbeat.

Before brands choose the respective colors for their stores, it is important to decide which hues represent the brand identity in the best way. Brands have to be aware who they are, who their target audience is, what story they want to tell and ultimately what mood they want to create for their customers. Designers also have to think about how the color is used with other elements like text or photos.

The Concept of ‘The Color of the Year’

Every December ‘The Pantone Color of the Year’ is awaited with much excitement and anticipation by designers, branding experts and the creative society as a whole. When the Pantone Color Institute first announced the color of the year in 2000 as a trendsetting concept, it was not known how influential their decision would become for the retail industry.

The Institute does not just randomly choose any color. They follow a very strict evaluation method during the decision making process that takes the current fashion and marketing trends, social media status and even politics into consideration. Their ultimate goal for each year is to select a color that reflects the current global mood. The result is a color that is inspired by us meant to inspire us for the coming year.

Classic Blue

Let’s examine the color of this year and see what its story is! The chosen brand new Color of the Year is Classic Blue. As we entered to a whole new decade, Pantone Institute wanted to pick a color that gives everyone the feeling of good foundation of faith and peace. The main idea behind choosing such a well-known, familiar color is to give us a sense of reassurance.

Image Source: Pantone

If this color was a person, it would be someone who is reliable and creates a calming environment that also brings sense of tranquility to the human spirit. This person would also be able to bring clarity, help with the concentration and ultimately re-center other people’s thoughts.

Classic Blue’s Story

Since 2007 Pantone not only picks a color but also creates a lifestyle, and a whole story around it. As part of their marketing campaign, in collaboration with partners across industries, Pantone created a multi-sensory Classic Blue experience that they showcased at their color reveal ceremony. To help people experience the personality and story of the color, they developed the smell, sound, taste and texture of Classic Blue.

Classic Blue in Retail Design Storytelling

Since colors need to be able to show and tell a brand’s story, spark interest and also inform customers they have to be carefully selected. We would like to show some examples where Classic Blue was incorporated into the retail space storytelling.

Image Source: Dezeen

The images above are good examples of ‘Past meets present’. When designing this café and bakery in Ukraine the designer used Classic Blue and the very contrasting Living coral, the color of 2019, as an accent color to put emphasis on the takeaway area. The color concept is based on the cold shades of pink, blue and grey, which emphasizes the warm color of bread.

Image Source: Dezeen

The nail salon above, located on the Beverly Boulevard in Las Angeles, is surrounded by hip coffee shops and clothing stores. Their uniqueness is in the Japanese style gel that they use. The designer wanted to create a coffee shop style interior with industrial-style surfaces and pops of blue that help represent a sense of discovery while also avoiding the predictable design style to reinforce the fact that this place is everything but an ordinary nail salon.

Image Source: Designboom

The clothing store design above creates sections of different items with use of Classic Blue flooring. It’s a symbolical piece that defines and characterizes the space as a minimal setting in a calm environment.

In general, when it comes to using Classic Blue as part of the retail storytelling, brands express a sense of calm and the feel of luxury with it. Usually it reminisces of the ocean and sky and these elements provoke a sense of peace which is the perfect choice when brands want to create a slow shopping experience.

Finally, let’s not forget that color is about much more than just a nice hue or the perfect shade. In fact, studies have shown that 90 percent of impulse judgments about brands and impulse purchasing are based on colors alone. It’s never the color itself that has this effect, but how well that color complements the brand story.

2022 Relaunch - 5 Star Plus Storytelling Series: Emotions

July 28, 2022

About our Storytelling Series

Storytelling is a powerful tool that make audiences relate to brands through content. If brands utilize it correctly, it can educate, entertain, and engage customers. It is a great tool for building a strong brand reputation. But what is storytelling exactly? This is what we will explore in this series of articles. In the first one we would like to show how storytelling can effect emotions and through these emotions build stronger brand loyalty.

How to Connect to Consumers?

Storytelling can bring the brand to life, humanizing it through all aspects of the physical world that appeals to each of the five senses. Consumers can not only see the brand’s story, but also hear, smell or touch it. To go one step further, brands build a deeper connection to their brand story through emotions.

"Reinventing Retail"

Image Source: Fashion United

The ultimate goal of storytelling for retailers is to forge a strong emotional bond between the brand and its customers. Once they connect to a consumer’s heart and mind, the consumer feels this and holds a sense of loyalty making it harder for other brands to tempt them with a single offer. Using this engagement and retention tool, companies can easily communicate their brand values. Brand values can communicate a brand’s origin, objective, and distinct qualities about the ingredients and components of their products. To achieve this they have to be able to answer the following questions. What is the exact message they want to convey? Is there a statement they want consumers to believe in or a heritage they want them to be proud of? Is there anything special, or unique about the product or its ingredients? Is there a mission that the brand is striving to achieve? Are there any additional services included and is there anything interesting about the store design and merchandising?

When it comes to luxury brands, their ultimate goal is to establish connection with the customer on three different levels. The first is the connection to the brand itself, the second level is to the product, and the third level is with the sales consultant.

Best Practices

Let’s first explore some really good examples from the Chinese market starting with Starbucks. Their brand advantage is that they don’t make a story about products; they make the story about people. They make sure to connect with their customers in all possible ways from the lingo of the beverage sizes to writing customer names on the cups. By writing the names of the customers the cashier indicates a more personal contact. In the largest Starbucks in Shanghai, customers get an amusement park-like experience all while drinking their favorite Starbucks drink. Customers can walk through the store and see many processes of how their favorite coffee drink comes together. From viewing areas of fresh beans being roasted to the tubes that transport the beans directly to a barista for packaging and roasting. A large retro board displays what type of beans are currently being roasted that also shows information about taste and origin. Customers can also experience French and Italian style food and pastries that pair well with their coffee. Every aspect of the design is about creating experience through entertaining and educating customers.

"Starbucks Reserve Roastery Shanghai"

Image Source: Business Insider

"The Rise of the Experience Economy"

Image Source: Ellen Lupton: Design is Storytelling, 2017

Lush, a cosmetics brand from the UK, builds their whole story around the following words: fresh, handmade, ethical, transparent and honest. These statements come to life in every detail of their stores. Customers connect to their values through sight, smell, sound, touch and even taste. Shop assistants are called “happy people.” Customers are invited to refresh themselves before exploring the store and trying out the products. Some of the fresh ingredients used to make the products, such as plants can be found in the stores as well. Their goal is not only selling products, but educating people about being environmentally conscious. They don’t try to hide anything, rather proudly show off that they fight against animal testing, and that all the ingredients in their products are 100% vegan, ethically purchased and handmade. They even place a drawn image of the employee who created that specific product. All of these elements combined help tell the story of their brand as exposed, raw and honest.

" Largest Lush store opens in Singapore"

Image Source: The Straits Times

" Demonstrating and Storytelling in Retail"

Image Source: Start Reverse

Emotional Journey

A customer’s relationship to a certain product or service changes and evolves over time. The customer’s energy rises and falls as they feel curiosity, pleasure and satisfaction. They may also hit negative stages with frustration, anger or doubt. Their emotions towards a brand can be shown visually using journey maps. The difference between a simple plot and an emotional journey map is that a plot shows a series of events that make up a story, while an emotional journey map shows the feelings that inspire those events. Emotional journey maps help designers to think like the customers, and anticipate the potential lows and highs they encounter on their journey. This tool helps brands to understand and improve their customer’s relationship with a product or service.

"Emotional Journey of Finding a Summer Course"

Image Source: Ellen Lupton: Design is Storytelling, 2017

Building a Deeper Story

Retail brands keep discovering how to move from a more product-centric focus to a consumer-centric retail model through storytelling. They make use of the fact that stories help consumers remember things. They have control over the flow of information and when done right, they engage emotions. Once consumers are emotionally involved there is a significant impact on purchase decision-making. In the next article we will explore the different techniques that influence the human mind through design. We will show how utilizing these techniques can have an effect on customers.

Store Design Preferences of Gen Z

July 26, 2022

According to Bain & Company, Gen Z will make up 40% of the luxury market by 2035. The next generation of consumers has a spending power of about 140 to 350 billion dollars, but marketing to this generation will be a challenge for many companies. Appealing to this generation will be crucial to brand longevity because the younger generation influences the older generation and because of the need to have a multigenerational consumer base.

Image Source: Inside Retail Asia

Who is Gen Z?

Gen Z consists of people born from 1997 to 2012. They are an internet-dependent generation. This dependency on technology makes this generation largely influenced by social media. Life online and offline blends into each other. Overexposure to the internet makes this generation deeply care about the world and change. The internet gives this generation endless options and knowledge. They want products, experiences, and services that align with their values. Self-expression is crucial to this generation.

What is their attitude towards companies & buying

When it comes to buying, traditional marketing is not enough for this generation. It is not enough for a product to be good or to have a famous brand name, they need something more than these. The experience when purchasing matters. They have very high expectations and expect extraordinary service and crave authenticity. Gen Z cares about brand identity and what they stand for. They look for values such as sustainability, inclusivity, social responsibility, social consciousness, and authenticity. Brand storytelling that expresses clear values is essential. This generation also does a lot more product research before buying, using social media platforms such as Weibo, Douyin, TikTok, WeChat, Instagram, Bilibili, and many more to decide if a product is worth buying.

Bloomberg states, “But what truly sets China’s Gen Z apart from previous generations, and poses the greatest threat for multinationals from Sony Group Corp. to Christian Dior SE and Nike Inc. is their growing nationalism, fueled by Beijing’s desire to flex the country’s rising global clout”. Gen Z is not easily impressed by foreign brands and has been turning towards domestic brands which creates a serious challenge for all foreign brands wanted to reach this generation in China.

Gen Z will cancel brands and influencers. They are aware that they have countless options to choose from, so one negative experience will make them move on to the next. Recently, Dior has come under fire for cultural appropriation for a skirt design for their Fall 2022. The design is identical to the mǎmiànqún (horse face skirt). Dior has not yet responded but took down the item from their website. That shows how the younger generations are more culturally sensitive to brands.

What companies have done to appeal to them

Gen Z is pushing for more e-commerce. Products and brands that have cultural value are appealing. If something is popular within the generation, collectible, rare, or limited edition, it boosts up its desirability. Collaborations with relevant people like influencers, celebrities, and KOLs have helped brands market to Gen Z since they highly hold online recommendations. User-generated content is used as a signifier if the product or store is worth buying or visiting. The shopping experience in stores and online should be technology driven. An intriguing store design is crucial, just like social media worthiness with QR codes and WeChat mini-programs. For example, the brand Randomevent uses 1990s nostalgia as inspiration for its clothing and a museum-like store design. Randomevent has created collaborations with brands that are popular with Gen Z, like Vans, Dickies, and Reebok.

Randomevent store design tailored to Gen Z

Image Source: Jing Daily

Another unique concept is the ENG (Explore, Navigate, Generate) stores. ENG stores and the website carry designers like Mugler, Telfar, Ludovic de Saint Sernin, Didu, and many more. ENG does a great job of creating a retail experience by directly targeting Gen Z. Using futuristics motifs, the stores have turned into must-see locations, especially because of the many events hosted in stores.

ENG Store Design

Image Source: ENG Instagram

Mac Cosmetics spent six months on consumer research to target Gen Z with their store in Shanghai, China. The store’s focus is to blend technology into the store design to make the shopping experience more personalized. The store has a WeChat mini program and smart mirrors for customers to try on makeup virtually.

Mac Cosmetics Store Design

Image Source: Jing Daily

X11, a toy store, is trying to appeal to Gen Z parents. X11 uses their store design to attract Gen Z by making social media-worthy backgrounds for photos and appealing to Gen Z’s passion for exploring and fun.

X11 Toy Store Design

Image Source: Frame Magazine

This digitally native generation spends quite some time online but when it comes to their shopping, they’re more likely to prefer physical stores with real experience. GenZ is also exposed to more new brands on digital channels (social media, ads, etc), which makes them less loyal to brands. All these are resulting in brands having to work harder, and have a better strategy to hold onto Gen Zs as customers.

A Taste of Luxury
Luxury Brands Expansion into Hospitality

July 22, 2022

There are many reasons why a luxury brand would want to expand into other non-fashion-related industries. According to Bain and Company, the luxury market will reach €360-380 billion by 2025. Having branded cafés and restaurants can serve as an extension of the luxury experience and connect with existing and new brand audiences.

These branded restaurants and cafes are usually located near a boutique or flagship store, allowing for an immersion into the brand through picturesque decor and cuisine. People are willing to spend money if they think the experience is worth it. This is especially important when wanting to build client loyalty with Gen Z and Millennials as they are already one of the main consumer bases. The younger generations have shifted their focus towards more experience-based goods that help build emotional connections, further cementing client loyalty to the brand.

Chinese Market and Audience

According to Bain and Company, China is will be the largest luxury goods market in the world by 2025. To be competitive, a brand needs to offer the Chinese consumers something unique to appeal to the audience. The Chinese audience has high expectations when it comes to luxury so brands have to adapt their business models and designs. China is a popular destination for branded cafes, restaurants, and hotels. However, this trend can lead to the over-saturation of these types of spaces. With more options given to them, Chinese consumers strongly consider the quality of service and food before visiting these venues, mainly located in major cities such as Shanghai and Beijing.

Bulgari Hotels, Beijing and Shanghai

The interior fuses classic and contemporary Chinese and Italian design

Image Source: Bulgari

Bulgari’s stores, hotels, and bars are styled in the infamous Art Deco and Italian designs the brand is known for. The hotels in Shanghai and Beijing contain luxurious rooms, restaurants, Bulgari boutiques, bars, spas, and chocolatiers. Based on reviews from TripAdvisor, the hotels are well received and commended for excellent service and luxurious decor.

Vivienne Westwood Cafe, Hong Kong

Vivienne Westwood Cafe is widely popular with Gen Z

Image Source: Vivienne Westwood Instagram

Vivienne Westwood has some clear design details. The Saturn orb logo, plaid print, punk elements, and Rococo imagery are all present in this cafe. Westwood is known for mixing punk and traditionally feminine details into her fashion design, which is a no-brainer that the brand is widely popular with Gen Z. The brand rose to popularity with this generation through social media, especially on TikTok and Instagram during the pandemic. Gen Z influencers advertising the brand on social media have made it a cult favorite.

Cafe Madang Hermes, Seoul

Cafe Madang Hermes with branded Hermes motifs

Image Source: Twitter

This cafe is directly connected to the Hermes store in Dosan Park, one of the wealthiest neighborhoods in Korea. The venue follows the brand's theme of elegance and sophistication through a carefully curated atmosphere. The cafe creates a comfortable and intimate space for afternoon tea. All of the tableware and the food are branded with Hermes motifs.

Cafe Dior, Seoul

Cafe Dior design

Image Source: TripAdvisor Dezeen

This cafe is designed to be a great stop for shoppers to momentarily rest and catch up with friends and family while enjoying afternoon tea. The deserts are designed by famous French chef Pierre Herme. The food and tableware are very aesthetically pleasing with items such as coffee with the Dior logo latte art.

Art Residence Armani/Casa, Chengdu

Art Residence Armani designed by Giorgio Armani

Image Source: Chengdu-Realty

Giorgio Armani himself designed these luxury flats located in China. Armani infuses his known style into this residence creating two buildings full of the sophisticated motifs known in his fashion designs. The buildings are livable art. The outside of the buildings is designed to look like swaying orchids and bamboo, showing a clear design inspiration for the Chinese location.

Key Takeaways

When designing branded cafes, restaurants, hotels, and residential homes, brands should carefully consider how these places can serve as an extension of their luxury and brand design. These venues must be photo-worthy, have perfect service, and delicious food. Customer service can make or break client relationships with the brand based on the experience they have. Understanding the local culture of the location also adds to the consumer experience, for example, by creating menus of fusion cuisine or adding traditional design motifs. Giving people a taste of luxury through branded extensions is a rewarding challenge.

Adapt to Survive
Western Brands on the Chinese Market

June 30, 2022

Before brands enter a market in a new country, it is essential to assess what store design strategy they should follow. The original store design is created to fit within its environment, but future locations in other countries may not have the same style. Some companies do not change their well-established look due to maintaining a consistent identity, such as IKEA, H&M, Apple, and Muji. On the contrary, many companies decide to modify their existing design for cultural and legal reasons or accelerate market expansion. There is a hybrid approach too, where brands maintain a core identity but change a few details. As the Chinese retail market is our area of expertise, we will focus on brand design adaptations to the Chinese market in this article.

Failure or Success in the Chinese Market

China has always been a complex market where deep knowledge of luxury retail and an understanding of the local expectations is needed. The first step is the same in every case: brands need to understand the challenges that the local market holds:

• ?Operational costs are quite high
• ?China has the fastest rise in Gen Z clientele
• ?Luxury must cope with a fundamentally different, rapidly evolving customer expectations
• ?An increasingly strong national sentiment appeared towards domestic premium and luxury brands.
• ?Brands are expected to have a unique, authentic story to tell
• ?The market responds very quickly to the latest innovations
• ?Retail stores should also act as an expansion of the e-commerce platform to support the brand and build communities.
• ?Global leadership receives little to no training in developing empathy towards the Chinese partner, while the local teams are often not trained well enough about the fundamentals of luxury.

Despite all these challenges, China is and will remain a key market for luxury brands. However, the more brands want to get out of the opportunities this market has, the more they need to adapt their structures and capabilities to succeed.

Bulgari

Bulgari opened its immersive Shanghai flagship store in 2021. The main inspiration for the design was the Art Deco style, a theme that Bulgari and Shanghai have in common. To create a more unique, tailored design for the Chinese market, their flagship store features a green, jade-like fa?ade made from brass and recycled glass bottles. The result is a complex design with multiple layers of cross-cultural references; Art Deco architecture with a jewelry-like quality, combining the best of Eastern and Western culture.

Bulgari flagship store in Shanghai

Image Source: Floornature

Bulgari Store in New York

Image Source: Robb Report

KJUS

KJUS is a Swiss-based, internationally operating premium sports brand. Their existing design incorporates bright materials, and wood structures that embody the Nordic origin and are reminiscent of the ski slopes and golf landscapes while drawing attention to the colorful collections. However, a concept that works well in a specific region might be considered boring in the other. 5 Star Plus Retail Design created a design concept tailored for the Chinese market. The main differences can be seen in the store colors and materials as their existing design style would not be considered a premium brand. We had to create a futuristic, high-tech, and luxury feel and to achieve this, we used cool, modern, and high-end materials such as metal and stone. Special lighting effects and technological advancements are utilized in-store to explain product features, key products, and collections.

KJUS Store design adapted to the Chinese Market

Image Source: 5 Star Plus Retail Design

KJUS Brand Store in Switzerland

Image Source: Prolicht

Burberry

When Burberry planned their first social retail store in Shenzhen, they had to keep in mind that China is home to some of the most digitally savvy luxury customers therefore they had to adapt their concept to this environment. Together with Tencent, they created a new concept with higher technology integration to fit the local expectations of luxury retail. In the store, the physical and social worlds are blended in a digitally immersive retail experience where visitors can use Tencent's WeChat app to interact with the window display and play their music in fitting rooms.

Burberry’s new social retail store in Shenzen

Image Source: Burberry

Burberry store in the US

Image Source: Burberry

Tricker's

We developed a store concept for Tricker’s that expresses the brand’s DNA while modernizing the look to suit the particular requirements of the Chinese market. Design elements reflecting the heritage and manufacturing process are balanced with clean surfaces and a lot of white. The existing international store design standard focused exclusively on heritage and tradition and was not modern and trendy enough for China.

Fa?ade of Tricker’s store in Japan (left) and authorized service centre in Shanghai

Image Source: Tricker’s

Even though globalization plays an important role in our everyday life, the world is still quite diverse, each country has its preferences. Adapting the store design and retail strategy is essential for brands when entering a new market. However, the level of adaptation must be carefully considered on a case-by-case basis after a thorough analysis. Some designs require adaptation, while others may fit seamlessly into a new environment.

Queen’s Birthday Party
Celebrating 70 years jubilee of the Queen

June 28, 2022

On 6th February 2022, Her Majesty the Queen became the first British monarch to celebrate a Platinum Jubilee, with 70 years of service. To mark this milestone, events and initiatives took place this year all around the world. Last week, the British Embassy in Beijing organized a special event to celebrate the Queen’s birthday and to honor the 70-year jubilee at the Ambassador’s Residence in Beijing.

Image Source: British Embassy in Beijing

5 Star Plus Retail Design was assigned to create the event design concept, which included graphic design elements, event layout, and design execution. When creating the design, we aimed to pay a tribute to Her Majesty’s service to the British people. A 3D photo backdrop at the residence's entrance allowed guests to experience what it feels like to wave from the royal balcony of the Buckingham Palace. The royal purple color was chosen for the long carpet at the entrance welcoming every guest who entered the premises and leading them towards the marquee.

Image Source: British Embassy in Beijing

Inside the Ambassador’s Residence took place an indoor exhibition featuring photos of Her Majesty Queen Elizabeth II's State Visit to China in October 1986 and the Official Platinum Jubilee Celebrations held in London in June 2022. The exhibition layout resembled a maze to guide visitors and let them travel back in time.

Image Source: British Embassy in Beijing

The marquee was set up in the courtyard with the Union Jack as the main visual element. The flag ran along the marquee's ceiling creating an unmistakable British feel from the first moment guests entered. Besides the Union Jack, special British finger food and drinks were served among which guests could try out the special Queen’s Birthday Party Platinum celebration cocktail created especially for this occasion. The marquee also gave space to Chevening, the UK government’s international scholarships and fellowships programs with a backdrop and a stand promoting British education.

Image Source: British Embassy in Beijing

Inside the building, Burberry had a dedicated stand exhibiting their exclusive commemorative scarf created to honor The Queen’s Platinum Jubilee. The display served as a celebration of the brand’s British heritage and is rooted in exploration and the outdoors. The scarf is hand-illustrated with motifs inspired by ancient British woodlands and the flora and fauna that live there.

Image Source: British Embassy in Beijing

With over 300 guests attending the remarkable event and three adorable corgis, the residence was alive with a vibrant atmosphere that was not even spoiled by a bit of rain resembling the British weather.

Workplace Transformation
Before & After: Melchers Transforms their Beijing Office into an Employee-Centered Space That Feels Good

June 24, 2022

As lined out in our article about resimerical design , designing office spaces that incorporate flexible and comfortable areas, materials with varying, soft textures, and soft, warm lighting, has a proven positive effect on the happiness, productivity, and general wellbeing of employees. The right design can evoke a sense of warmth and comfort, while overall being branded and in line with the brand’s positioning.

Melchers China has done a tremendous job in upgrading their Beijing offices, which had last been renovated over two decades ago, to provide this sense of comfort and wellbeing to its employees. The current office is bright and flooded with daylight, feels more spacious, and offers a number of areas and corners with varied seating for informal work and recharge. It is quite the transformation when compared with the prior office design and facing challenges that seemed quite daunting at the time: A low ceiling that was only 2.2 meters high in certain areas, air-conditioning ducts and fire safety equipment that was installed throughout the space at a very low level, and a number columns all made the office feel tight and too cramped. This impression was further increased by most of the natural lighting being blocked off by private offices and the large number of desks placed in the open office area. Employees had only their assigned desks to work at and use two formal meeting rooms. There were no communal spaces or informal work areas.

The Melchers Beijing Office Before Renovation

Image Source: 5 Star Plus Retail Design

This makes it clear why everyone was motivated and got excited when Melchers decided to completely re-design and renovate the Beijing office. The whole team was involved during the analysis, design strategy and the various design stages. A detailed survey was conducted face to face with most of the employees in order to understand the requirements, needs, preferences and ideas of every individual. The defined objectives included:

• ?Creation of a design with a lasting design language viable for the next 10 years
• ?Maximization of light and better use of space for current needs
• ?Optimization of workflows and communication ways
• ?Replacement of furniture and development of a modern feel in line with the company’s desired image and new global Corporate Identity
• ?Functional, flexible, and easy-to-be-maintained areas
• ?Area with high tables to enable employees to work standing
• ?More informal work spaces that allow people to shift around and work from different places
• ?A relaxing, comfortable pantry space, ideally located beside the windows, where employees can take a break from work

And this is the result. The first thing employees and visitors experience is the new Melchers entrance space. The entrance area feels brighter, more spacious, and welcoming. While offering a strong branded look, what makes this space feel so open and welcoming is the fact that the area opens up towards the inside of the offices and maintains a certain level of lightness and transparency.

The spacious, bright, and welcoming branded entrance of the Melchers Beijing office

Image Source: 5 Star Plus Retail Design

In Melchers spirit, the office was inaugurated in style with a ribbon cutting ceremony and welcome back celebration for the employees in January 2022. The reopening ceremony was blessed by the good fortune of the first snowfall of the year. A Chinese idiom says瑞雪兆丰年, which literally means "A timely snow promises a good harvest" and reflects wealth and prosperity. The team was very excited about this and saw it as a good sign for the future development of the company.

Since then, the team has been excited to work from the different zones provided – and experience a new level of freedom, inspiration, and engagement during work hours. In addition, the team feels that interdepartmental collaboration and workflow efficiency have increased. ”It was important to use the office design to promote unplanned encounters and exchanges. Because that is where the magic happens. The pantry, common areas and open spaces have sparked interdepartmental spontaneous exchanges and increased communication” , says the Managing Director of Melchers in Beijing, Mike Hofmann.

Opening of the Melchers Beijing office with a ribbon cutting ceremony in early 2022

Image Source: Melchers China

Back to the adjustment of the space. The feeling of lightness could be incorporated throughout the office by opening up the ceiling and moving all non-essential equipment to areas close to the walls. Communal spaces and the open office area are now located along the windows to maximize daylight and wellbeing. This also makes sense economically considering that views of nature from office windows are proven to lead to higher job satisfaction and stress reduction.

Employees can now also work in a dedicated area with high tables or in a lounge zone with sofas in front of the windows. Wooden furniture and plants make the space feel cozier and healthier. Relaxation areas and informal workspaces are important as changes in location stimulate concentration and creativity and increase the overall feeling of wellbeing.

Screens, high cabinets, and plants create privacy in the open office

Image Source: 5 Star Plus Retail Design (left) and Melchers (right)

Research shows that humans can only achieve deep concentration for four hours in total and need to take breaks and recharge to be able to concentrate again. With the pantry now being located alongside the windows and featuring a view towards the South with trees, this has become another prime space to relax and restore energy. The soft-furnished benches in the blue niche are usually the first seating space that is occupied during lunch breaks.

The pantry is flooded with warm daylight

Image Source: 5 Star Plus Retail Design

Employees are a company’s most important asset. Well-designed offices need to make employees feel good and inspire them. In addition, a well-designed office helps build a powerful, authentic employer brand. By providing an environment that fosters mental and physical health, Melchers is not only creating a motivated and highly productive team but is also leading the path by thinking sustainably and building a strong work culture with clear values.

Maximization of space and natural light in offices creates a sense of wellbeing

Image Source: 5 Star Plus Retail Design

To learn more about employee wellbeing in office spaces, read our previous articles on resimerical design , and office design .

2022 Relaunch - Enhancing your Brand Image through Brand Story
5 Star Plus Series: Excellent Retail Design in China

May 31, 2022

Retail stores are an important tool for marketing a retail brand to consumers. By creating a strong first impression from the outside, consumers can enter the retail space to experience and learn more about a brand’s story. Facilitating a smooth consumer journey through retail design increases the purchase likelihood, brand loyalty, and overall sales.

Key Goals of Retail Design

Retail design starts with a concept that achieves key goals for the brand. While the specific goals vary for brands, there are four key design goals that should be keep in mind of retailers which include:

• ? Brand Story
• ? Attractive retail window displays
• ? Retail experience
• ? Technology integration

When combined into retail design, achievement enables retailers to successfully increase brand awareness and sales.

Telling your Brand Story Increases Brand Awareness

As the well-known saying goes, “knowledge is power.” This is certainly true when it comes to educating customers about a brand, its story, and products. The power behind the knowledge gained by the consumer is that they gain better insight of the brand heritage, realize the quality of the brand’s products, and clearly understand the brand’s core message. These three factors build a stronger awareness of the brand. According to 5W Public Relation’s 2020 consumer report, 71% of consumers prefer to shop with a brand if a brand’s core values align with their personal values.

Our next case study takes a closer look at the American shoe brand, Timberland. In the past 5 years, the brand has undergone a restructure of the visual identity design to highlight key marketing messages of sustainability. Tied to the story of Timberland, the design style of the retail space incorporates interactive elements to provide customers unique experiences that are also tied to their strong CSR message: “Nature Needs Heroes.”

Image Source: iPhone Qualityindex

The background of Timberland is a shoe company that set out to provide high quality functional work boots. They had one of the first waterproof shoes on the market. This original function evolved footwear brand into a pop-culture icon as many famous rappers wore and referenced their products in their music.

In recent years the brand listened to their core target consumers by putting a larger focus on sustainable fashion. Over the past decade, the brand further evolved that put sustainability at the forefront of their product design, marketing, and general strategy. At the end of 2019, the brand made an aggressive goal to plant 50 million trees by 2025. As their CSR strategy continues to evolve, the brand needed to adapt the design of their retail stores to better tell their brand story.

Image Source: twitter

Timberland created a unique concept idea called “Flex Retail” this allows them to adapt the store design every six weeks to best fit the theming and products for the season. This concept started with their first “Tree Lab” store at the King of Prussia Mall (PA) back in 2017.

"Timberland’s First Tree Lab Store"

Image Source: WWD

With their latest campaign “Nature Needs Heroes”, the brand decided to focus more on product education and interactive experience points that help educate consumers on the global environmental impact of the brand. Educational table displays help to showcase different materials that are sourced and the sustainable efforts behind the material makeup themselves. This can be found at their flagship store in London.

"Timberland Flagship store in London, England"

Image Source: Retail & Leisure International

This design concept really helps the brand to be able to better show their brand story and help customers to better understand the brand’s core motives and global impact on the environment.

Following the campaign, the brand also launched a series of pop-up stores in New York City to showcase the brand’s CSR efforts and provide local consumers with immersive spaces that allow them to learn more about the products and brand story of Timberland.

"Timberland Pop-up Store in NYC showcasing products made from recycled materials"

Image Source: Retail Design Blog

"Timberland Experience Space in NYC brings Nature to Urban Customers"

Image Source: thrillist

In China the brand took a slightly different approach. While nature and sustainability is still the core message behind Timberland’s brand story, the brand adapted their name in 2016 to be more suitable for Chinese consumers. The campaign changed the name to: “Timberland - It's Really Teeboolang” which means “Unbreakable” in Chinese.

"Marketing poster used in Chinese markets (China, HK, Macau, Taiwan)"

Image Source: effie

Much of the retail and marketing strategy in the Chinese market focuses on the high quality and reliability of the shoes themselves. Most of Timberland’s retail locations in China reflect this by large product displays focused most on their classic shoe design, and strong brick décor. Tying to the brand’s global marketing message, their stores incorporate a slight touch of greenery and put a larger focus on the sustainable materials used within the products themselves.

" Timberland Retail Store in Shanghai, China"

Image Source: DianPing

Overall, Timberland has found success globally by sharing their brand story with their consumers in a creative way that is strongly reflected in the retail design of their many locations worldwide. As the brand continues to grow and evolve, they will likely deepen their brand story and continue sharing it with their consumers in thoughtfully creative ways to further build stronger brand loyalty. Regardless of where their story takes consumers, it will sure be interesting to see the impact they make if they achieve their goal to plant 50 million trees by 2025!

10th Anniversary Articles Series: May
Generating Value: 3 Brand Challenges and How to Solve Them

May 27, 2022

Today’s brands face numerous obstacles: What is the correct positioning of my brand? How do I reflect my positioning correctly with high impact across a variety of marketing and sales channels? How can I balance high quality with the total investment cost? We’d like to share a couple of project examples that showcase how we solve these problems together with our clients.

Challenge #1: How can a brand express its DNA, its positioning, and its core values, while creating a look and feel tailored to the particular target market to engage local consumers?

Showcase 1: KJUS Store Concept for China

- Challenge: A great, luxury-positioned brand with products that are made of high-tech textiles. The international store concept was not suitable for the Chinese market and did not reflect the price positioning. Chinese consumers are sophisticated, are offered a large choice of competing brands, and are expecting to be engaged on all levels.

+ Approach: We developed a store design concept that used the high-tech aspect of the textiles and the unique approach towards product design as inspiration and feel for the space. The core competitive advantage of the products was extended to the store design concept to distinguish KJUS visually from other competing brands in the premium outdoor sports fashion market. Click here for more details on the project.

KJUS Store Design Concept for China, designed by 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Showcase 2: Tricker’s Store Concept for China

- Challenge: An inspirational English brand with great products and a strong focus on sustainability. The existing international store design standard focused exclusively on heritage and tradition and was not modern and trendy enough for China.

+ Approach: We developed a store concept for Tricker’s that expresses the brand’s DNA while modernizing the look to suit the particular requirements of the Chinese market. Design elements reflecting the heritage and manufacturing process are balanced with clean surfaces and a lot of white. Click here for more details on the project.

Fa?ade of Tricker’s store in Japan (left) and authorized service centre in Shanghai, designed by 5 Star Plus Retail Design

Image Source: Tricker’s

Challenge #2: How can a brand leverage a high-traffic location with a challenging layout without damaging the brand image?

Showcase 1: Hanna Trachten

- Challenge: The latest store of Austrian traditional clothing brand Hanna Trachten was to be located in a listed building in the heritage city center of Vienna. Six individual rooms spread out over 100 square meters, with limited height and arched walls all with different dimensions, making the planning of retail fixtures and the placement of large numbers of SKUs very difficult.

+ Approach: We started with a careful analysis of strategically important areas for the placement of branding and feature displays and then planned the ideal customer flow. This ensured a great branded, professional feel of the store. Retail fixtures in rooms with big arches were designed to emphasize vertical lines to counterbalance the effect of the low ceiling. As a result, the space feels more experiential, and different areas are clearly defined. The six small rooms were integrated into a concept of a journey of discovery - customers enter a magical forest and venture towards the deeper woods. Each room has its own product categories and theme. Click here for more details on the project.

Design of Hanna Trachten Store in Vienna, Austria, by 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Showcase 2: Melchers Beijing Office Re-Design

- Challenge: Located in Beijing’s city center in the prestigious Chang’An Club building, the office space had a low ceiling and not ideally placed equipment like ducts and air condition systems. The requirement was to create a space that felt spacious and airy, opened up the views to the outside, and had several well-being spaces with high tables and sofas.

+ Approach: We took out all original walls and re-organized the layout to maximize public space and natural lighting and created additional informal work areas. The ceiling in the open workspace was opened up to generate a more generous room feeling, and engineering equipment in the wrong places was moved to the sides. Click here for more details on the project.

Melchers Beijing Office, designed by 5 Star Plus Retail Design

Image Source: 5 Star Plus Retail Design

Challenge #3: How can Storytelling and Customer Experience Elements be integrated into the Design to Make the Brand more Relevant and Engaging?

Showcase 1: Swiss National Pavilion at China International Consumer Products Expo

- Challenge: Switzerland participated as Country of Honor at the 2021 China International Consumer Import Expo and required enough space for exhibiting Swiss brands, yet also needed to showcase both traditional aspects and Swiss innovation in a dedicated country area. Key challenge here was to integrate all the different positioning factors and required functionalities into one harmonious, powerful concept, develop visitor experience areas, and design an intuitive customer flow.

+ Approach: We knew that we had to create an impressive visitor experience and many engaging stories throughout the space. We separated the floor plan into two main areas, the first one being an “animation area” with a Swiss bar, a kitchen space, a Swiss landscape photo area with a cow, an event space and a Swatch pop-up store. The second part was the exhibitor area with more than 40 brands. We developed a strategic customer flow and placed branding elements like the Swiss cross at important locations to attract visitors from afar and draw them into the stand. Typical Swiss stereotype elements were placed at the entrance to increase country recognition and increase the experience factor. Click here for more details on the project.

Customer Journey and Experience at the Swiss National Pavilion

Image Source: 5 Star Plus Retail Design

Stay tuned - We will explore some of these brand challenges in more detail in our next articles.

What challenge is your brand facing? Send an email to office@5starplusdesign.com and we’ll share best practice examples or help you to develop a solution.

Introducing 5SP Marketing:
Brand Insights from PROCOLOMBIA

April 28, 2022

Creating an effective marketing strategy in line with a brand’s positioning and purpose has become more and more essential for companies in China, ours included in the past years. We believe that marketing and retail design cannot be separated, but rather complement each other to serve the strategic objectives of the brand. There has been a growing demand for our marketing consultancy services in recent years so we have launched the 5SP Marketing sub-brand for easier identification. Today, we want to showcase two recent projects we worked on with our client PROCOLOMBIA, both highly branded and which achieved a powerful media impact.

What is 5SP Marketing?

5SP Marketing is a team within 5 Star Plus Retail Design offering marketing strategy, content & social media management, and storytelling; among other services to our existing clients. With our 10 years of experience in the Chinese market, we know what consumers want and how brands need to act. Our strong competency in building brands over the long term is rooted in our strategy, brand management, storytelling, and design capability. We are experts in cross-marketing projects involving online and offline channels and strategic partners.

PROCOLOMBIA's Marketing Projects

At the end of last year, PROCOLOMBIA, the Colombian country brand that supports tourism, export, and investment launched two campaigns with our support: the Colombian Coffee Festival and Colombian Brands Week. The campaigns were designed to raise awareness of Colombia's high-quality products and to increase sales.

Colombian Coffee Festival

The first campaign, the Colombian Coffee Festival, focused on premium quality Colombian coffee. Selected cafes and restaurants received free coffee beans for one week and agreed to promote the event in return with online and offline marketing materials. The design used for the promotion was tailored to the Chinese market by the 5 Star Plus team.

Colombian Coffee Festival design

Image Source: 5 Star Plus Retail Design

Promotional materials at the venues

Image Source: 5 Star Plus Retail Design

The festival started with a launch event at one of the participating venues where media representatives, VIP guests, and a Chinese KOL, Mei Li Shi Zu (妹莉十足) were invited. The event’s main speakers were Luis Diego Monsalve, Ambassador of Colombia to China, and Natalia Tobón Tobón, Commercial Counsellor at the Embassy of Colombia and Director of ProColombia China.

Launch event

Image Source: PROCOLOMBIA

The festival’s press release appeared in various Chinese and International magazines (printed and online) as well as on the KOL’s social media platform; resulting in more than 76 million reaches.

KOL video highlights and social media postings

Image Source: 5 Star Plus Retail Design

Press release in Chinese and international media

Image Source: 5 Star Plus Retail Design

Colombian Brands Week

The one-week-long e-commerce festival featured Colombian brands and promoted their products on TMall, JD, Taobao, and WeChat mini-program. The ultimate objective was to promote the high-quality Colombian products in China, increase brand recognition of the 19 participating brands, and build customer loyalty resulting in increased sales.

Colombian Brands Week design

Image Source: 5 Star Plus Retail Design

The majority of the festival took place online, starting with live streaming on the festival's first day. During almost 2 hours of live streaming, the brands presented their products to the audience of the well-known Chinese KOL COCO 蔻 蔻.

Live streaming highlights

Image Source: PROCOLOMBIA

Another KOL GAOYANG 高阳-朝阳 created a short video about the event and the Colombian products. The festival received great media coverage on various Chinese websites and KOL social media platforms with almost 4 million reaches.

Press release and KOL social media postings

Image Source: 5 Star Plus Retail Design

As these examples show, marketing in China requires a unique approach tailored to the mobile-first consumer who looks for unique content and brands they can connect with. Involving KOLs, creating shareable, viral content, and being present on dominant media platforms are the key. In addition, the impact of powerful, well-designed visual content cannot be underestimated. It is a fast, ever-changing scenery but that’s exactly why we love to work on projects like these.

2022 Relaunch - How Conceptual Design Process Makes Brands Win or Fail

April 28, 2022

In today’s retail environment, offline retail remains an efficient way to communicate and connect with consumers when compared to online retail. Whether it’s a retail store, pop-up store, or exhibition stand, the design of offline stores must be a clear representation of the brand. It includes much more than choosing the right piece of furniture or lighting fixture. It has to speak for the brand’s mission, values and vision. A key part of successful retail design starts by taking the client’s requirements into consideration at the early stages of the design process and prioritizing the brand’s values in the design stages that follow. This process is something we take pride in at 5 Star Plus Retail Design. This article takes a case study of our design process for a professional camera production brand needing an exhibition stand design.

Step 1: Analysis

Regardless of project type or brand, 5 Star Plus begins by conducting a thorough research and analysis of the client company and its competitors. This research includes a deep understanding of the brand, its products and history as well as the position of the company in the local market. Communication between the client and the designers is essential in order to identify the strategic brand goals and creatively brainstorm the best visual way to represent them.

"Creating Customer Persona Profile during the Analysis"

Image Source: 5 Star Plus Retail Design

Additionally, during this step of the design process, our team focuses on research about the project location. The designers have to know the exact location of the stand within the exhibition area, the orientation, the general customer flow direction and the special requirements of the exhibitor. Depending on the scope of the project, the research and analysis step can take up to one week. In the case of the Camera brand, we utilized four designers to complete step one within three days.

Step 2: Mood Board

A mood board is a collection of ideas that set the mood and general aesthetic of the future store, restaurant or exhibition stand based on the brand values and guidelines. It is created by the designers to provide the client with a guiding abstract design direction before beginning the actual conceptual design. The mood board then serves as a transition between the initial design thoughts and the first drafts. Mood boards are an effective tool for visual organizing, setting the scene and establishing a point of reference. The images used for the board represent the brand or just illustrate a certain feeling or aesthetic. Having this kind of visual plan will provide a ready-made roadmap for the designers and help to speed up the designer’s work when it comes time to start the conceptual design phase.

"Moodboard Expressing Infinity"

Image Source: 5 Star Plus Retail Design

Step 3: Zoning Based on Customer Flow

The layout of a retail space is strategically important because it gives the brand the ability to influence the customer experience. This step of the conceptual design process can be done in parallel with the previous, mood board phase. Within every exhibition stand as well as in a retail store, there are zones for different product categories or services. After understanding the product categories and the clear goal of the client, the designers have to create a logical connections between these zoning areas. Each zone is meant to evoke a different reaction from the visitor, either rational or emotional.

The two main components for the layout are the customer flow and the overall design. The design includes the strategic floor plan, while the customer flow is the pattern of behavior and the way visitors go through a store or exhibition stand. Creating zones using merchandise displays, interactive experience points, and signage develops semi-separate areas. All three types of design elements act as speed bumps to keep the customer in the zone and slow down. The main idea is to grab the attention of the visitors and entice them inside the stand by using different attraction points. Within the zones, secondary attraction points keep the visitors movement throughout the space fluid and maintain the customer flow in the stand. The design of the stand incorporates interactions at every point.

"Customer Flow within the Exhibition Stand"

Image Source: 5 Star Plus Retail Design

The above design example introduces the brand’s history of camera production by using a tunnel that attracts the visitors into the stand while also showcasing different products. During their journey through the tunnel, they stay interested and excited while learning about the products.

"Short Movie Clips are Displaced using Hanging Screens from the Ceiling"

Image Source: 5 Star Plus Retail Design

The other main zones are two different experience points. The broadcasting zone showcases the quality of their live streaming control system and cameras. The movie shooting area showcases the different features of their most popular cameras and allow guests to learn more about them. The background for both areas are very visual, unique and eye-catching in order to grab the visitor’s attention even from the distance. By creating a story for each zone and tying it all together through design, the entire stand builds a connection between the brand and its visitors.

Outcome of Conceptual Design

As the result of this stage of the design process, we can create a clear design direction which is easy to understand and interpret. A strong conceptual design serves as a solid ground for the next phases of the design development when the designers work on the details, draw the precise floor plan and elevations and later on create the 3D model of the space.

By investing into this creative part, we are able to achieve the best possible branding result for increased brand awareness and brand loyalty which, ultimately, is expected to translate into a higher sales turnover.

10th Anniversary Articles Series: April
The People Who Are 5 Star Plus Retail Design: Our Core Team

April 25, 2022

No company could be successful without a strong team. This month’s article is dedicated to our people. Since introducing each member with all of their amazing abilities would require a quite long read, we have decided to introduce the core team who directly works with our clients in more detail.

Olga Gubynska, Senior Designer

Originally from Ukraine, Olga started to work for 5 Star Plus Retail Design in 2018 and came to China in early 2019. A trained architect and designer, she owes it to her consistent commitment to learning and hard work that she has been selected as a master’s student for Tsinghua University’s prestigious EPMA (English Program Masters in Architecture), said to be the fifth-best in the world (BAM Ranking 2021).

"Olga Gubynska"

Image Source: 5 Star Plus Retail Design

Olga’s super skills:

Creating beautiful, high-impact design concepts based on even the most challenging project conditions to build powerful and authentic brands.

What we love about Olga:

Her positive spirit and ability to laugh in every situation. And knowing that we can always count on her.

What has been your favorite project so far and why?

I want to highlight three projects I like that represent the values and principles that the team and I apply in everyday work. 1) Store design for KJUS: This project was about creating a high-impact design concept and reflecting the brand values – high-tech, modern, and innovative. I believe that we have achieved these objectives. 2) Office design for Melchers: This was a great opportunity to create a healthier, more inspiring space for people and improve their daily wellbeing. 3) The Swiss National Pavilion at CIIE: The exhibition stand we developed was a representation of traditional values combined with new creative and open design elements. All three projects were created in collaboration between the client and the design team making the results possible.

"Olga’s Favorite Projects"

Image Source: 5 Star Plus Retail Design

Some of the projects that Olga has worked on:

Image Source: 5 Star Plus Retail Design

Jacky Li, Senior Designer

Jacky has been with 5 Star Plus Retail Design for four years bringing with him earlier experience from large Chinese retailers like Gome and Aiyihang Automotive.

"Jacky Li"

Image Source: 5 Star Plus Retail Design

Jacky’s super skills:

High-speed design and technology integration to help retail brands stay relevant by creating stores that make customers feel good and inspire them. Finding a technical solution to any problem during a project. Ensuring concepts are built the way they were designed to guarantee a powerful, high-quality store experience.

What we love about Jacky:

His jokes. His speed and guidance during projects. His relaxed and professional nature.

What has been your favorite project so far and why?

My favorite projects are the design of Heineken Restaurant and Bar and the showroom for China State Grid because the clear definition of the clients’ objectives allowed me to develop a perfect design solution for their functional and branding needs. I really like the look of the two spaces that we created.

"Jacky’s Favorite Projects"

Image Source: 5 Star Plus Retail Design

Here is a collage of some of the projects that Jacky has worked on:

Image Source: 5 Star Plus Retail Design

Tim Sozashvili, Project Manager

Well-known already in Beijing and Shanghai, Tim has been handling project management for 5 Star Plus Retail Design for the past five years. His specialty is exhibition and event projects. Having lived in China since 2009, Tim is fluent in Georgian, Russian, English, and Chinese.

"Tim Sozashvili"

Image Source: 5 Star Plus Retail Design

Tim’s super skills:

Working tirelessly day and night, often without sleep for days, to realize powerful, high-impact exhibition and event projects that have a great advertising effect.

What we love about Tim:

Tim is a great entertainer and keeps our team engaged. We love his kindness and warm-hearted, supportive approach toward everything.

What has been your favorite project so far and why?

The James Bond pre-screening event in 2021 was the biggest highlight of my 5 years working with 5SP. There was a lot of energy surrounding the project, generated by the people involved. Sponsored by many very cool brands, the whole atmosphere and look of the event were quite impressive and very different from the numerous projects I’ve worked on before. Being a huge 007 fan, I even had the opportunity to drive the legendary DB5. Who wouldn’t want to feel like an MI6 agent in a tailor-made suit for a day, right?

"Tim’s Favorite Project"

Image Source: 5 Star Plus Retail Design

Here is a collage of some of the projects that Tim has worked on:

Image Source: 5 Star Plus Retail Design

Viktoria Telkes, Design & Marketing Consultant

With her educational background and work experience in both marketing and design, Viktoria has the perfect skill set to advise clients with project needs that require both design and marketing work. A Hungarian national, Viktoria supports China and the European market for the company since 2019.

"Viktoria Telkes"

Image Source: 5 Star Plus Retail Design

Viktoria’s super skills:

Analytical thinking and professional client management. Planning and executing marketing campaigns for companies that lost traction and helping position them into powerful, authentic brands that sell more.

What we love about Viktoria:

Her very professional work attitude and great team spirit. Her eagerness to walk the extra mile and create value.

What has been your favorite project so far and why?

My favorite project was Instituto Cervantes's Marketing Research and Strategy Project. We worked as a strategic marketing partner of the Institute for one year. Our team's task was to produce an in-depth report about the current marketing situation and develop strategic recommendations. After evaluating their existing approach and the feedback of students and stakeholders, we created a China-specific strategy. It consisted of writing and adapting content suitable to the Chinese market, identifying new target customer groups, and ideating strategic initiatives to build brand awareness and reach new students. The experience was very rewarding and an opportunity to grow as I was involved in the whole process working through the problem from research to solution and implementation.

"Viktoria’s Favorite Project"

Image Source: 5 Star Plus Retail Design

Here is a collage of some of the projects that Viki has worked on:

Image Source: 5 Star Plus Retail Design

What about everyone else?

The rest of the team is pretty amazing too! Tom Zhang, for example, has been taking care of our Beijing office and handling finances for over five years. Lily Liu and Ayu Li, our junior designers, are working in the background creating and executing design work to support all of our projects. Sophie Li and Denise Chen are creating content, supporting events, and handling media relations. Alena Olasyuk is making sure that all of our clients and our marketing applications fulfill a high artistic standard. And Barbara Seidelmann, our managing director, is everywhere and guiding everyone.

"The Team"

Image Source: 5 Star Plus Retail Design

10th Anniversary Articles Series: March
Behind the Scenes - Talking to the Founder

March 31, 2022

Every company’s culture is strongly influenced by its founder. This month, we sat down and talked to Barbara Seidelmann, Founder and Managing Director at 5 Star Plus Retail Design, to better understand her background and how she came to found the company.

Barbara, for how long have you lived in China and why did you come to China in the first place?

I have been living in Beijing for 17 years now. I grew up with Taiwanese neighbors in Vienna, Austria, with whom my sister and I spent a lot of time as kids and teenagers. During this time we ate Chinese food and watched Chinese TV series together on an almost daily basis, and even traveled to Taiwan together once. Very impressed by the energy and dynamic of the place, I decided that I wanted to come back to East Asia one day. And so I did in early 2005 when moving to Beijing for work. I speak Mandarin Chinese fluently and I still love it here.

"Barbara Seidelmann"

Image Source: 5 Star Plus Retail Design

Why did you start 5 Star Plus Retail Design?

Before starting 5 Star Plus, I was working in different marketing, strategy, and retail management roles. In my last job when working for an Austrian jewelry company in China, I realized that there was a lack of retail design agencies – we basically could not find anyone who understood how stores work and then designed and built them. With an educational background in business administration and interior design, it felt right to put everything I had previously learned together and open up a retail design firm. Retail design is not the same as interior architecture, in fact, it combines various disciplines including architecture, interior design, graphic design, marketing, as well as a good understanding of retail processes and technical aspects. All of this is necessary to create store concepts that work.

I have to say that I still love what we do – every project is unique and it’s exciting every single time to learn about a client’s background, unique journey, and future plans. I see it as our responsibility to deeply understand a brand and then translate the brand personality and essence into a physical store environment that works commercially.

What was different 10 years ago compared to now?

10 years ago we didn’t have any competitors and nobody knew what retail design was. Today, we have many local and international competitors and the market has become more transparent. At the same time, our clients, especially large Chinese brands, have become much more sophisticated. They appreciate the value of defining a clear brand DNA and executing it throughout all channels.

"中国环球电视网的采访"

Image Source: 5 Star Plus Retail Design

How has Retail Design changed over the past 10 years?

When we started, technology in stores was not very common. Retail stores were about looking premium, maximizing the number of product displays, the efficiency of customer flow and workflows, creating beautiful feature displays, strategically placed marketing material, and a good lighting concept. Today the above points are still important, but at the same time concepts also need to consider technology integration, customer experience elements, implemented calls to action, online-offline integration, and flexibility within the space to allow for different types of uses (e.g. events, live streaming in the store). In summary, retail design has become more complex and it takes more time to create new concepts. This is because many strategic aspects like the future plans of a brand need to be discussed with the client.

You work with both Western and Chinese clients, how do you see the difference in work approach?

A few years ago it seemed like Western brands put more emphasis on building a strong brand and aligning everything to it. Now I can see that many large Chinese companies have understood that a powerful brand is the basis for successful long-term development and invest accordingly into brand strategy, brand building, and retail design. I find Chinese brands in general to be very ambitious, good at defining a strong vision, and super fast and consistent in the implementation. I have seen big Chinese companies plan a new brand concept, design and build the stores all in 2 months only. The same type of work usually takes at least a year in Western countries, but more often even 2-3 years when new product lines are involved.

"在联合国教科文组织国际创意与可持续发展中心的活动上发言"

Image Source: 5 Star Plus Retail Design

What specifics do you see in the Chinese market? Was it hard for you to adapt to it?

As mentioned before, the Chinese market for retail design was behind the Western market 10 years ago. Meanwhile, the local market has caught up and surpassed other countries – projects are bigger, more ambitious, and more creative. The unique environment here allows designers often to create concepts from scratch. The market requires novelty and innovation, and in many fields, local designs lead the way on a global scale. Many international brands have already recognized this and started to launch new product collections or store concepts in China where the market is hungry for originality and high-quality design. It’s a great place to be for a designer.

What are your plans for the future?

My plans are to use the period of the pandemic to review what we can do better, strengthen our base, and then expand with full force in China and internationally.

Exhibition Technology Trends to Implement this Year

March 30, 2022

This year holds great potential for the exhibition industry as it faces high attendee expectations in a post-pandemic era. In the past 2 years, all the events that weren’t canceled had to move to some kind of online platform. However, involving visitors online to learn about and experience a brand’s products will never be the same as in real-life. This year’s exhibition industry trends involve creating event experiences that feel fresh and new to visitors who worked from home and couldn’t travel. Now, they want to feel entertained and educated. As technology is constantly evolving, incorporating advanced technologies in the exhibition industry has taken the customer experience to a significant level. In this article, we will show some of the latest industry trends.

Use Your Senses

The five senses (sight, sound, touch, taste, and smell) already have been combined by exhibitors to appeal to visitors. And today’s technology makes it easy for them. A distinctive lighting design, AR and VR technology, interactive displays, touch-panel interfaces, soothing background music, and gamification help to strengthen the visitors' sensory abilities to meet the main objective, connect with the brand.

Image Source: 5 Star Plus Retail Design

Must See: Dubai Expo

The Dubai 2020 expo was postponed due to the pandemic and opened its doors on 1 October 2021 and ends on 31 March 2022. The incredible, 438 hectares exhibition features country and branded stands in 3 themes: Opportunity, Mobility, and Sustainability.

The latest technological creations play a key role in Dubai Expo. Throughout the expo, small robots are used for various purposes. The more than 150 robots were created by a Chinese company, Terminus, and were equipped with multi-touch screens and powered with 5G capabilities. They were created with innovative robotic technology to interact with guests from all over the world by welcoming and helping them. The Robots monitor social distancing and with an AI system, they help with queue control on the site.

Adventure-seeking guests can try out a new experience at Emirates' "learn to fly" simulator. They can get an exciting glimpse into the future of aviation through interactive multisensory installations and virtual reality. To top this up, they can even design their aircraft.

Image Source: Emirates

The UK Pavilion is also known as Poem Pavilion was designed by the leading artist and designer Es Devlin. The exciting characteristic of the pavilion is that it uses advanced machine learning algorithms to create collective poems from words written by visitors. The result illuminates the twenty-meter diameter fa?ade.

Latest Trends in China

The China International Import Expo is one of the most prestigious exhibitions in China setting a high standard every year for all exhibitors when it comes to the design and technological features. In November 2021 the CIIE was held for the 4th time and served as a great opportunity to promote the Beijing 2022 Winter Olympics as well.

Image Source: CIIE

Attendees could try VR headsets to experience skiing for their winter Olympic-themed activity. Many sporting goods retailers such as Decathlon provided ski simulator experiences while Fila, a sportswear manufacturer came up with a snowboarding simulator at their booth.

A landscape-inspired Burberry exhibition stand was an immersive experience presenting the latest textile and design innovations. The incredible physical experience stretched to the online field with the help of on-site QR codes where visitors could unlock exclusive WeChat content like digital wallpapers and shareable stickers inspired by their campaign.

Image Source: SIXTH TONE

Image Source: Shine

The exhibition and event industry serves as one of the best demonstrations of the transformation society has undergone over the last two years. However, this is still not the end of the route. The rise in technology and increase in data capture will be key drivers in the next years. Using data means gaining a better understanding of customer needs. As technology evolves, collecting this data will be easier which will result in the scope to give visitors exactly what they want.

2022 Relaunch - Importance of Customer Centric Strategy in Retail Design

5 Star Plus Series: Customer Centric Strategy

March 25, 2022

The needs of consumers continually shift in China’s retail market. It’s important for brands to pay attention and adjust their strategies to maintain their hold of the market. Brands need to think about how they can meet the needs and expectations of their consumers in a way that is adaptable in order to provide the brand stability in an ever-changing retail environment.

Image Source: Al Jazeera

Moving one year since the start of the outbreak in China, it is quite apparent to see the impact the pandemic had for consumers. Studies indicate that consumers have shifted their priorities which is reflected through the amount of overall consumption and the consumer’s shopping journey.

Why it’s important:

• ?A study by McKinsey showed that 14% of Chinese consumers will not shop at the same stores and 6% will not shop with the same brands that they used to prior to the outbreak.
• ?Offline sales in China fell by 50% at the peak of the outbreak and only recovered 37% in 2020 (Mckinsey, 2021).
• ?Customers have higher expectations and are more demanding after an economic downturn. Chinese consumers expect a customer centric shopping experience.
• ?Chinese consumers make up 35% of the luxury retail sector consumed globally(FW, 2020).

What this Means for Brands:

Chinese consumers have become a lot more self-aware after the initial impacts of a socially distant society were experienced in 2020. Their typical consumer journey was heavily impacted as a result. Suddenly consumers had to rely mainly on the digital end of retail to fulfill their daily needs. The key values of a brand that shifted in the beginning parts of the pandemic are as such:

• ?Experimenting: Some consumers started shopping online from different brands that they had not tried before. Due to the inability to go out and shop, consumers sought after available brands they could order from online. This expanded the reach of some brands, while other brands suffered for lack of digital presence. Overall, consumers continue to act less brand loyal than before.
• ?Quality: Consumers still demand high-quality items. Being able to try and return items worked for some. Seeing live-streams of real products allowed more consumers to see the quality. Ability to experiment using AI technology allowed consumers to virtually test the look and quality of items.
• ?Lifestyle: The outbreak caused many consumers to be more conscious of their health, which led to more purchases in certain sectors of the retail market.
• ?Purchases: Prior to the pandemic, many GenZ and young Millennial consumers did not pay much attention to their monthly spending habits. In fact, Chinese GenZ and Millennial consumers have the highest monthly disposable income in the world when compared to other consumers in the same age category. Most Chinese consumers in this age category live paycheck to paycheck. After experiencing the economic hardship caused by the outbreak, many consumers shifted their priorities to focus on spending less and saving more for the future.
• ?Time: Due to a high reliability on delivery services as a way to receive goods, the amount of time needed for delivery increased in the level of importance for purchase decisions. A consumer is more likely to order something for a brand that can deliver on the same day than a brand that needs more than 48 hours to deliver their order.

Understanding the Consumer Journey

The first step in providing a more customer centric approach requires the brand to understand the consumer journey in-depth. Understanding which journey its consumers are more likely to take in order to purchase from the brand, enables the brand to enhance the journey at the most important parts for their consumers.

Image Source: Mediapost

Tracking and analyzing up-to-date data of consumers is how a brand can begin to know more about its consumers. Real time data from social media, online sales channels, and offline sales channels, helps to gauge the overall level of customer engagement with the brand.

Brands that actively pay attention to customer engagement are able to adapt more readily when there are shifts in the market. They are also able to do it quickly, which creates a stronger customer engagement with their consumers compared to brands who don’t adapt as fast.

What this Means for Offline Retail

In an ever-growing digital world, it may seem as though offline retail is no longer an important part of the consumer journey. This is actually not the case when looking at China’s market. The total volume of offline sales have still not returned to pre-pandemic levels. However, it’s expected that these numbers will continue to recover in 2021 as the number of cases in China continues to remain relatively low.

Image Source: Marketwatch

Consumers still desire an experience that uniquely defines their consumer journey from others. Interaction with the brand, sensory engagement, and storytelling are just a few ways that consumer engagement can be increased. These ways are executed within the retail design of the store, pop-up space, and online channels. The main goal in mind is to provide their consumers with an engaging experience regardless of their overall consumer journey.

A Recent study by KPMG indicated high performing retail brands effectively utilizing a customer centric approach in their retail strategy (KPMG, 2021).

Image Source: 5 Star Plus Retail Design

These brands utilize different methods to drive the engagement of their consumers throughout the consumer’s journey both online and offline.

Customer Centric Retail Design

Image Source: Retail Design Blog

A successful retail store design in China includes a thoughtful layout of the customer flow, storytelling elements that create engagement with the brand and its products, interactive points that connect to other online channels of the brand. In the next article, we want to highlight some global brands that are ahead of the game when it comes to providing an excellently designed consumer centric retail environment.

Implementing Psychology into Architecture
5 Star Plus Series: How Can Psychological Effects of Architecture Benefit Your Business?

February 28, 2022

In the previous two articles, we have introduced the basic concept of environmental psychology. We have shown through examples that living and working in a place where design is done with the users in mind would produce positive psychological benefits. On the other hand, we have covered how people’s moods and stress levels can be negatively affected by their surroundings. In this last article, we approach the topic from a more practical angle. We write about the process of integrating human factors as well as traditional and modern methods to enhance the positive effects of architecture on humans.

Integrating Human Factor

To create spaces where people feel well, designers should integrate the psychological criteria of the design already before the planning starts. During the planning phase, the project should be constantly monitored and optimized so that inadequacies can be found and corrected. To gather know-how from different perspectives, various interest groups such as health managers, city planners, psychologists, and physicians should be integrated. When designing for people, it’s essential to hear their opinion and implement their feedback. However, when witnessing the history of architecture, we can see that human preferences have changed over the centuries. This creates the question, of whether to follow evergreen rules or rather the momentary preferences of the present-day users.

Image Source: Medium

Architecture trends have changed over the centuries. New materials and building processes have been discovered, some styles have come and gone, while others have stayed and been around for centuries, influencing present-day architecture. Architects might wonder how they should take into consideration the psychological effect of their design on the public. The most important question might be this: What feelings, emotions, and states of mind triggered by the building should the occupiers have?

The Nine Square

One classic approach, the nine square is not a recently discovered architectural phenomenon. Various nations and cultures used it throughout history. In ancient Asian cultures, they believed it to have cosmological significance. In the Middle East, it represented primordial and perfect form. It was also excessively used during the Renaissance and neoclassical eras.

Don Ruggles who is an architect and a writer has spent an excessive amount of time in Europe and Asia observing and analyzing buildings to find the answer for what makes them beautiful. In his book, Ruggles emphasizes the timeless pattern of the nine-square grid. The root pattern of the nine-square consists of a 3 x 3 grid, with a center surrounded by 8 squares as an exterior zone. The pattern can be applied to all levels of design: city plans, exteriors of buildings, and floor plans. The pattern overlays each pyramid of Giza, the center of it has been utilized in the Basilica of St. Peter in Rome. Other great examples are Greek Parthenon, Roman Pantheon, and the Taj Mahal in India.

Image Source: Arbus

When recognizing visual patterns like the nine-square, the human brain subconsciously activates pleasure responses. This confirms that architecture has an important role in our health and well-being.

Modern Day Elements

Light

Light makes space alive and defines its meaning. Light plays a massive role in architecture and our psychological behaviors. That is why designers need to study the effect of lighting on humans.

A research group under Dr. Roger Ulrich discovered that natural light optimally regulates our body rhythms and can even increase people’s productivity and comfort. When designing for lighting, the support of circadian health should be considered. For example, electric tunable lights, tailored to specific circumstances provide physiological and functional aspects.

Image Source: ArchDaily

Space

Space control people’s movements by creating a flow and leading people where to look, where to go. When designing interior spaces, the function of the space, the time people will spend in it, and the mood you want the space to evoke should be taken into consideration. Generally speaking, open spaces are more positive and inviting and can boost creativity, while on the other hand, closed or tight spaces have a more negative impact.

Colors

Colors convey sentiment, memories in people. Our body, organs, skin cells, and nerves get affected by them. Colors not only influence our moods but also change architectural perspectives by making us sense the space differently. Choosing the right color for both interior and exterior architecture mainly depend on the emotions we want to evoke. In an article from last year, we wrote about how restaurants choose colors and designs according to their profile. They can encourage customers to stay and enjoy the evening by the use of dark colors and low lighting or with bright colors they boost quick consumption in fast food restaurants.

Image Source: 5 Star Plus Retail Design

When implementing psychology into architecture, there is no single good solution. Architecture will always have a different effect on everyone, because of our different patterns of perception, personalities, and cultural imprints. It will always be difficult to define what would work for everyone but taking into consideration how people might be affected will help to define clear directions for buildings that inspire and evokes a good mood.

Brand Insights from Mosto Restaurant Group: Interview with Eva Biorck, Co-Founder and Managing Director

February 25, 2022

What is your role at Mosto Restaurant Group and how do you bring value to the whole organization?

I am one of the co-founders and managing directors with a focus on business and organization development. Since the founding of our first restaurant, Mosto, we have opened eighteen restaurants, of which some were closed and others reshaped or relocated. As of today, we have a total of 10 restaurants and two bars in operation. From the start-up to now, my role in the company has taken many shapes. In the early days, running one restaurant, I was mainly in charge of marketing and administration. As our company grew, we could employ a larger team and have a better structure and teams dedicated to these areas. My focus has since been on shaping and structuring the business and organization so that it runs smoothly and is resource-efficient. It includes being the bridge between the finance, administration & HR department and the operations. Together with the team I look at our processes and work on changes or refinements that need to happen to improve our overall performance. I negotiate contracts with landlords and investors and handle all sorts of internal and external communication to our stakeholders.

"Eva Biorck"

Image Source: Eva Biorck

Can you please explain the different brand concepts you have built up (Mosto, MOKA, etc), how they are different and why each of them works so well?

We founded Mosto back in 2008 just before the summer Olympics. The focus was casual fine dining - subtle elegance in terms of both food and beverage and atmosphere. At that time, we were one of the first restaurants in Nali Patio, and certainly the oldest in the building now. There were a lot fewer Western restaurants and the offering was mostly either 5-star hotel restaurants or fast food. We felt that there was a need for more “casual fine dining” restaurants with an emphasis on both food quality and atmosphere. Today of course the offer in Beijing on non-Chinese food is endless and the scene is very different. In 2010 we opened Modo Urban Deli in then newly opened Taikooli in Sanlitun. This restaurant was more like a European Deli with a focus on charcuterie plates, cold cuts, sandwiches, and salads – “easy on the go food”. This concept eventually gave birth to the idea behind our fast-casual café chain Moka Bros. We wanted to create a lifestyle brand with a focus on healthy eating that we could more easily replicate. So we refined the operations processes and worked on a menu that focused on “power bowls”, wraps, sandwiches and smoothies. The menu is of course key, but we believe that the atmosphere we create in terms of design, lighting, music, is equally important to build a community and strong brand. When we first launched this brand in 2013 there was a lot of space in the market for this type of concept. Now there are plenty of Western and Chinese brands in this niche and the competition is fiercer. This keeps us on our toes and motivates us to keep updating and renewing ourselves.

"Mosto Beijing"

Image Source: Mosto Group

La Social was born in 2016 when a night out among my South American business partners ended with an inspired idea. Together, we transformed an unused storage closet into a Latin American style bar – equal parts passion, aguardiente, and insanity. In 2018, La Social grew, opening in Shanghai and, once again in 2019, with the introduction of La Social Taqueria in Chengdu.

"La Social Beijing"

Image Source: Mosto Group

While the concept of La Social might have been conceived on a wild night out, the final experience leaves no detail to chance. Filled with delightful details and vibrant décor that combines Latin American flair, vintage Chinese memorabilia, and all things over the top; La Social transports you to the Latin Bars that our owners grew up loving.

What is the story behind each of the concepts? How have you positioned the brands in the market and what are your target customer groups?

In terms of positioning, Mosto has traditionally been focused on the expat market that was quite large at the time of opening in 2008. We have during the years continuously done facelifts to the restaurant to stay afresh, but primarily Mosto has always attracted the Western crowd and diplomatic community. We have in recent years put a lot of focus on bringing in more Chinese customers and we see steady growth. Our Chinese customers are familiar with Western food, have traveled the world, and have been well-exposed to Western culture. So, there is curiosity and interest there.

How do your marketing activities differ for the concepts? What are the main objectives for the marketing activities and how do they support your business?

I think for each brand, community building has been a big part of our marketing and our main objective. For Mosto, we do wine dinners and pop-up events, charity fundraisers, and of course create celebratory set menus for important holidays. We have also collaborated with chefs from other restaurants in the F&B community and we like to host various community-building lunches and dinners. The key to a successful restaurant is consistency in food quality, service, and atmosphere. These three pillars need attention and care and that is what ultimately creates word of mouth and brings in new customers and creates brand loyalty.

For Moka Bros, the customer mix and profile look a little different. 90% of our customers are Chinese and they are much younger, around 18-30. They are typically new graduates or middle managers and they take pride in self-care, whether it is food, fashion, or health.

"Moka Bros Beijing"

Image Source: Mosto Group

We set off creating Moka Bros as a lifestyle brand with a lot of personality - upbeat music, interactive wall art, guerilla events such as tattoo parties, street graffiti, DJ events, women empowerment, and LGBT and environmental activities. The aim is to attract people that connect to our values beyond the power bowls and smoothies to a larger purpose of leading a healthy and open-minded lifestyle.

"Moka Bros Chengdu"

Image Source: Mosto Group

In La Social we do all things fun – special DJ guests, themed parties, and bartender collaborations. We attract a mixed crowd of young professionals – both Chinese and foreigners.

Across the brands, our customers are very tech-savvy and use Dianping and RED as resources for choosing where to go out. Discount schemes and loyalty programs are important tools to keep our Chinese customers coming back.

"La Social Beijing"

Image Source: Mosto Group

In a highly competitive market, what would you say is your key selling point? What makes your restaurants so unique and attractive for customers?

Mosto’s USP: “Our house is your house. We are here to make you feel good.”

Moka’s USP: “The trendy, edgy hangout spot. Relentlessly delivering healthy, flavorful fare for the hip urban crowd.”

La Social’s USP:” A place sought for wonder, intimacy, and fun.”

The last two years have been a difficult time for many sectors worldwide, especially also the restaurant industry in China. Please explain how you have coped with the situation and how you were able to persevere? What tips can you share with other restaurant owners?

I think there are two aspects to this question. One is technical and practical and will depend on the type of business you have. For example, during the height of COVID and when many restaurants had to close temporarily or simply had zero customer flow, you might need a cash injection and seek new investment to survive. Some of the measures we took were to reduce our opening hours – in Moka we closed for breakfast and thereby cut out one shift to support our staff, in Mosto when we re-opened after four months we only opened for dinner. We made our menus temporarily shorter, we tried to negotiate rents with our landlords and negotiate payment terms with our suppliers. We did not want to cut staff and did our best to keep their jobs.

The other aspect is how we deal with times of change and difficulties emotionally. As a business owner and manager, I had the feeling of being on a sinking ship and quite frankly it was very challenging and scary to navigate through the unknown territory. There were many contradictory emotions. I was jumping from feeling hopeless to hopeful, from discouraged to encouraged, to feeling sad and grateful all at the same time. I think it was helpful doing hands-on work in the operations as that created a sense of control and to be “doing something”. Most importantly though, was the amazing support of friends, colleagues, and the community.

I think for almost all of us, these past two years have presented very sudden and unanticipated changes. I know for myself, many of my life goals didn’t go as planned. I’ve learned firsthand that a crisis can feel overwhelming and isolating, and that taking time for self-reflection is essential. The change will always be certain and constant in life, and navigating through times of change is something we must always prepare for. So, while goals are important I have come to understand that maintaining a flexible attitude, embracing the need to keep on learning, and striving towards progress is the essence of fulfillment.

As a restaurant group, design plays an important role too. How have you integrated design within the restaurants and how does it represent your identity and values?

The interior design and music are key to the type of atmosphere you want to create. The kind of lighting, the materials, accessories, plants – it’s all in the details. Both my husband and I value design and it is something we pay attention to around us. I used to run an interior accessories retail business and my husband and business partner come from a theatre background, so he thinks of it as “setting the stage” every night. I’m from Sweden and my husband is from Colombia, so I’d like to think it’s the perfect combination of colorful yet simplistic design values.

"Mosto Beijing"

Image Source: Mosto Group

Staff retention is a difficult topic for many companies. What are your tips for building loyalty and a stable team?

I think there is a belief that as an organization you are either good at retention or not, that there is a formula you can simply follow, or some company values you plaster on the wall. While I think defining values is an important exercise and even helpful to have them visibly on display, it is not the recipe for retaining staff. In my experience, it is a constant work in progress, and depending on where you are in the business cycle, both the temperament and needs may look different within your organization.

When I (we) employ key staff, it’s a chemistry meeting first of all, and secondary (for us) is skills and knowledge. Competency is of course highly important, but first of all, we need to know that we can work together. We know that the different job functions can be exciting and rewarding but they can also be messy and stressful and we make mistakes along the way. So, whether you are a new company just starting on the journey or a more mature organization, you want to get along with your people and have them excited about your goals and a willingness to learn. For us, this frame of mind has been key to driving the business forward. So going back to values, I think our team spirit is built on a foundation of trust, empowerment, to keep on learning, and a belief that there’s always a way.

Image Source: Mosto Group

Are there things that have not worked for you? What are your biggest lessons learned?

Yes of course. We chose two locations that did not work at all. Big expensive learnings. It’s important to take your time and do extensive research before committing to a new location. We learned to never go into completely new developments and to focus the development of the brand in Beijing and Shanghai first and foremost. It’s ok to grow slowly.

On a personal level, trusting myself and “owning my power” has been, and still is, part of my learning journey.

What other tips would you like to share with the readers?

Some of these are very specific to running a restaurant business.

• ●Setting up a shareholder agreement between partners saves a lot of potential trouble and misery.
• ●Make sure you are on the right side of the law in terms of labor contracts, fire, hygiene, and environmental license.
• ●Set short-term, medium-term, and long-term goals. It helps to prioritize your work.
• ●Always review and refine your standard operating procedures, but make the changes swiftly and move on. Don’t get stuck in processes and administration.
• ●Employ people that fit your organization in spirit as well as merit. I would say, surround yourself with doers.
• ●Do not over-analyze decisions. It’s particularly difficult making decisions that will have a huge impact on your business. It might be the wrong decision, but then you change and you keep moving forward.
• ●Have disciplined accounting practices and a solid financial plan in place. Cash flow and budget forecasting are key.
• ●Keep on learning. Whatever field or discipline contributes to growth that inevitably will influence your business too.
• ●Don’t underestimate the power of guanxi and losing face.
• ●Don’t let yourself get side-tracked or insecure about other people’s opinions. Stay focused.
• ●Finally, building your own business is challenging but it should make you happy. If the pressure is too hard and you lose the spirit it’s ok to stop. From failure comes new opportunities to grow.

How did you choose the names of the restaurants and what do they mean?

Meaning of Mosto (in Latin, Spanish and Italian) = The juice of freshly pressed grapes before or during fermentation into wine. In Chinese, Mosto is 摸石头. Figuratively, what it means is "to figure things out as you go along" as if you were wading through a river by feeling the stones on the riverbed with your feet. Moka is from Moka coffee with a simple spelling. Dani our chef has always liked this name and this particular spelling. We felt it matched well with a fast-casual cafe concept.

How do you see the future of the different concepts?

Mosto has been around for fourteen years already and now we have just opened up in Shanghai. Long in the waiting! I feel it’s a classic concept that almost matures and gets better with time. I think the healthy food segment is growing and here to stay so I see Moka Bros as one of the main players. And although bars tend to come and go, I’d like to think that people want to have fun and dance to Latin tunes! So, the conclusion is that the brands are keepers and here to stay. But as I said, the key to a successful restaurant is consistency in food quality, service, and atmosphere. These three pillars need attention and care and that is what ultimately brings customers back for more. So, there is always plenty of work to do!

"Mosto Shanghai"

Image Source: Mosto Group

10th Anniversary Articles Series: February
Celebrating 10 Years of 5 Star Plus Retail Design

February 18, 2022

We are proud to announce that 5 Star Plus Retail Design is celebrating its 10th anniversary this year! We have a unique story to tell, and we are looking forward to sharing one part with you each month. A lot has changed since the beginning: In China, a market where retail design did not exist in 2012, retail brands have become aware of its advertising power and direct impact on sales.

"Rendering of Hanna Trachten, Vienna, Austria, 2012; and Trickers, Shanghai, China, 2021."

Image Source: 5 Star Plus Retail Design

Despite the many changes, we are happy that many things have stayed the same over the past years: a large part of our fantastic team, many of our valuable clients, and the core services that we offer have not changed. While each project has completely different needs and requires a custom-designed solution, our team gets passionate at every opportunity to understand and express the brand better. Our designers give everything to create store designs that excite and deliver commercial results. For us, it is essential to help brands stay authentic and connect with their customers.

What are we most proud of?

That many of our clients repeatedly work with us over the years. That we create entirely newly designed store design concepts that help create authentic brands. This authenticity can be felt by customers and creates engagement and loyalty.

Besides having completed hundreds of projects in mainland China, we are proud of having worked on retail design stores and exhibition stands in Europe and the US over the past eight years. And we are proud of having the opportunity to work with the world’s leading brands in fashion, accessories, shoes, jewelry, watches, cosmetics, eyewear, automotive, restaurants, coffee shops, and consumer goods. Every design concept is part of a wider strategy to fulfill marketing and sales targets and is based on the brand’s positioning.

"Rendering of SHE Bar, US, 2014, and Hanna Trachten, Austria, 2016."

Image Source: 5 Star Plus Retail Design

Much of our work has been published in international architecture and design media. We have been present at China’s national TV to talk about the trends in interior design, and we have received awards for our work. While this serves as additional evidence of our achievements, we understand that real value comes from dedication and the willingness to do our best every day. Our service promise to clients includes a commitment to authenticity, strategic thinking, excellent customer service, and exceptional design.

With excitement, we look forward to the changes and opportunities that are yet to come in the next ten years. In the shorter term, we will stay in touch and guide you along with our stories during our anniversary year!

Chinese New Year 2022: Year of the Tiger

January 29, 2022

Chinese New Year is determined by the lunar calendar and is the most important festival in China. It is also known as the Spring Festival. It is the time of the year when people travel back to their hometowns to celebrate the holiday with their families and loved ones.

This year, according to the Chinese zodiac, we celebrate the year of the tiger. Decorations in every retail space strongly depend on the representation of the tiger. Fashion and retail brands adjust their product and store design as well as their visual campaigns according to the celebrated animal. When applied correctly in shops, Chinese New Year’s decorations have a positive impact on sales. The windows of high-end and fashionable stores are dressed in red and rich golden motives.

At 5 Star Plus, we know that creative design is crucial for retailers to communicate the perfect festive mood during the Chinese New Year. We have collected some great examples from China and other countries as well.

Tiger Tails

The much-anticipated Louis Vuitton House in Taiyang Taikoo Li Chengdu opened in January with a remarkable art installation for the Year of the Tiger. The unique design includes a gigantic tiger's tail that stretches horizontally through the glass to the entrance hall and vertically spirals over two floors. The tiger tail design adds spirit and affinity to the space. The fur material of the tail feels like suede or other soft fabric like plush.

Image Source: Adquan

Image Source: Sohu

The 751 Design Store in Beijing created an exceptional installation celebrating the year of the tiger. In their interpretation, the tiger tail is made of the same materials as the decorative air ventilation pipes. They employed the well-known tiger orange color with uniques metal rings as stripes. Their version shows that implementing a tiger tail into the store design has no limits.

Image Source: 5 Star Plus Retail Design

Tigers Around the World

We invite our readers on a quick tour around the world to discover how the famous tiger appears in other countries where the lunar new year is celebrated.

"Coca Cola branding in Kuala Lumpur"

Image Source: Instagram @cssdays

"In Singapore’s Chinatown, the centerpiece showcases a family of five tigers that signify reunion, harmony, and prosperity"

Image Source: Sina

"Two origami truck-sized tigers took over the forecourt of Sydney’s Customs House in celebration of the Chinese New Year"

Image Source: Architecture and Design

"Gucci in Thailand celebrates the Year of the Tiger with a new pop-up store dedicated to the Gucci Tiger collection"

Image Source: Prestige Online

This season is all about tigers with a combination of gold and red. It is always exciting to see how retailers use the same elements and create a design in a unique way perfectly fitting to their brand image.

Color of the year 2022: Very Peri

January 28, 2022

At the end of every year, the famous color institute Pantone announces the feature color of the upcoming year. The lucky color is dominant in the newest trends throughout the year and it can be seen everywhere: fashion, home, retail, and product design. The chosen color for 2022 is PANTONE 17-3938 Very Peri.

Image Source: Today

Introducing Veri Peri

It is the first time in the history of Pantone Color of the Year to create a new hue instead of choosing an existing one. Very Peri embraces the qualities of blues and violet-red colors. This unique shade represents the expansive possibilities waiting for us and acts as a symbol of the transition we are going through now. As the past two years made humans face incredible challenges and isolation all around the world, it also widened our perspective and made us more open to new visions.

Image Source: Manila Times

According to Laurie Pressman, Vice President of the Pantone Color Institute, the color reflects what happens in our global culture, expressing what people are looking for as an answer.

In Interior Design

Very Peri has the power to create an unworldly reality as it is a bold color to use in your retail spaces. Integrating this color into the design will refresh and revitalize any area. Depending on the aesthetic you aim to design, the color can create a modern or formal vibe. When integrating Very Peri, one thing’s for sure: it’s a hue that will set a retail space apart from everyone else’s. There are an endless amount of possibilities for how to incorporate this color into a retail space: from painted walls, furniture, wall arts to window displays.

"One of our latest office design projects, Melchers office design in Beijing includes this bold color in the common areas."

Image Source: 5 Star Plus Retail Design

Image Source: Smile Plastics

Even though it was designed to embrace the future and its opportunities, Very Peri can also revive a feeling or a memory. It is associated with happiness and comfort. After a period of what’s behind us, it’s essential to prompt good memories of the past and evoke hopes for the future.

"Undesirable Psychological Effects of Poorly Designed Architecture"
"5 Star Plus Series: How Can Psychological Effects of Architecture Benefit Your Business?"

"December 30, 2021"

In the previous article of our "How Can Psychological Effects of Architecture Benefit Your Business?" series, we defined environmental psychology and its basis. We described what human preferences are, what beauty is and how architecture can serve as a form of stress release. With some examples from all around the world, we took a glimpse at factors that have a positive effect on the human mind and soul. However, we also think that it's essential to discuss potential mistakes. In this article, we will write about architectural styles that have questionable or even contradictory effects on people.

Trading Beauty for Utility

Nowadays, it’s commonly recognized that architecture has a psychological effect on people. However, there were times when these effects were ignored. After World War II, during the time of the baby boom, there was an increased demand for housing. That created a need for a fast, more efficient building process which - combined with the lack of behavioral insights - resulted in less detailed, smaller houses. These buildings focused on form, utility, and craft instead of beauty. In the US, Suburbia was born with endless rows of same-looking houses situated as close together as possible to make space for more buildings. This development also influenced the industrial side of the built environment. The primary materials used in these box-like, futuristic buildings were glass, concrete, aluminum, synthetics, and steel. This trend resulted in a lack of intellectual stimulation, it removed every aspect of human touch by creating a cold, unwelcoming environment. The style lacked the ability to produce a positive physiological response or a sense of well-being in humans. Fortunately, the need for individual, unique and creative architecture appeared soon after.

"The stressful, overcrowded, and repetitive neighborhoods that characterized suburbia"

Image Source: untapped

"Pruitt-Igoe housing complex in St Louis, Missouri was demolished in 1972. Critics argued that the wide open spaces between the blocks of modernist high-rises discouraged a sense of community, particularly as crime rates started to rise"

Image Source: ArchDaily

Undesirable Effects of Design and Architecture

People’s mood is strongly affected by the design of the fa?ade of the buildings they pass by every day. When the fa?ade is complex and engaging, it positively affects people. On the contrary, it has a negative effect if it is simple and monotonous. Colline Ellars and Charles Montgomery conducted continued research in this area. The scientists made groups of people wear a device on their wrists that monitored their vitals. The people were asked to walk along a specific route in Lower Manhattan. When the group walked past the long, smoked-glass frontage of buildings, their states of mood dived according to the wristband. They also started to walk faster in order to hurry out of that area. When they reached a stretch of nicely designed restaurants and stores, they reported feeling livelier and more engaged. This experience shows that buildings, fa?ades that employ beauty and patterns can stand the test of changing styles over time and the preferences of society.

"Simple and monotonous fa?ade has a negative effect on passer-bys"

Image Source: structurae

Not only the design itself, but poorly constructed buildings and surroundings have a considerable negative impact on our wellbeeing. Studies have shown that ruined houses, neighborhoods, and abandoned buildings make us feel unsafe. Poorly maintained establishments make us nervous and fearful by activating our sympathetic nervous system. Constant exposure to negative characteristics, like dull, repetitive chain stores can be harmful to health since they can be a source of chronic stress. Ideally, the construction of new buildings and urban areas should not simply avoid these negative features, but work to balance them by incorporating the methods of beautiful design. When the built environment contains a great variety of independent shops and unique areas it can stimulate our minds.

"Abandoned buildings make us feel unsafe"

Image Source: Leeds-List

Retail Store Interiors

When it comes to store interiors, some elements can make humans feel less relaxed: the lack of greenery, too many straight lines, and darkness. Dark areas can make people feel gloomy and depressed, while cramped and closed areas can promote a sense of claustrophobia. On the other hand, well-lit spaces with good ventilation make people feel welcome. Large, open spaces can provide the freedom to move around and feel more limitless.

Architects and designers should always design with a clear purpose in their minds. They should keep in mind that customers seek to surround themselves with colors, objects, and feelings that portray positivity, safety, pleasure, and health. The good retail design provides an easily navigable space, and an experience creating unique memories that inspire brand loyalty based on positivity. Furthermore, store environments also have to express the brand personalities and positioning accurately, and those spaces that are not well designed reflect negatively back onto the brand image. We have covered the most important aspects that positively influence customers in our Design Principles in Store Design series.

In the upcoming last article of this series, we will describe the importance of human interaction with the environment. We will show how the field of environmental psychology studies the environment’s impact on human behavior and the consequences of our behavior on that environment.

Retail Strategy Best Practices, Tricker’s in China, from Mike Hofmann, Managing Director at Melchers in Beijing

December 28, 2021

We talked to Mike Hofmann, Managing Director at Melchers China, about why and how the company decided to choose Tricker’s – an English brand with over 190 years of history – as one of the latest additions to their portfolio for the Chinese market.

"Mike Hofmann, Managing Director at Melchers China"

Image Source: Mike Hofmann

Melchers is a German company that has been operating in China for over 155 years. Part of the services include retail and operations management for luxury and premium brands. Since recently, Melchers is also representing and selling Tricker’s products. The premium-positioned English shoe brand excites consumers with its beautiful signature designs, craftsmanship and commitment to sustainability. All products are handmade in the brand’s factory in Northampton in England using special yarn and stitching. Shoemaking still follows the original processes and customers can expect to wear their shoes for 20-30 years. A core philosophy of the brand is that products should be made to last: When damaged, all products will be repaired in the brand’s selected service centres. And finally, the shoes are so comfortable that “You never forget your first pair of Tricker’s!”.

"Tricker’s Factory in Northampton"

Image Source: Melchers China

We wanted to understand how Tricker’s journey in China started, how the strategy based on craftsmanship and sustainability was adapted to the local market and how Melchers was able to pull off such an impressive local launch of the brand.

Why did you choose Tricker’s as a brand to represent in China? How did you make this choice and what potential did you see?

Melchers has been successfully operating and selling luxury brands such as watches for many years and has been on the lookout for new brands with potential to expand the product portfolio. At the same time, Tricker’s was already being sold in Hong Kong and parts of China and was searching for a reliable distribution partner. From our experience at Melchers with the watch brands we knew that there was a strong local demand for handcrafted premium products. We also did respective market research and looked at the comments consumers were making online about the shoes. We evaluated the product and characteristics, and were convinced of the potential. It was a good match for both sides, also in terms of values of the two companies. The collaboration started formally in summer 2020 and has been built up step by step since then.

Tricker’s is a niche product, it is not a mass product like a sneaker. We know that consumers in general and a big enough market segment in China are very interested in handcrafted products with a premium positioning and focus on sustainability. We observed this market need with our watch brands over the past years.

Did you have to adapt the product for China?

In general the shoe fits Chinese feet very well. Our most popular shoe styles are Bourton and Stow, which are based on the lasts created in 1937 to celebrate the coronation of King George VI. While the anatomy of Chinese feet is different compared to that of consumers in other parts of the world and we were aware of that being a potential risk, the current styles fit well and are very popular. What is adapted sometimes with seasonal collections are the leather and the color, but all products are still handmade based on the original product design in the factory in England.

"Bestseller Product Bourton Brogue"

Image Source: Melchers China

What is Tricker’s marketing strategy, and how will it be different in the Chinese market?

We use the same marketing messages and positioning as in the UK. What we adapt are the channels and methods to deliver the messages. In China, the focus is much more on digital including the local platforms WeChat, Xiaohongshu and extensive KOC (Key Opinion Consumer) collaborations, also called influencer marketing. Our most important task at the moment is to build brand equity and brand awareness. Our key foci in the messaging is on educating the consumer about the English origin, the production process and the value of the product. In the UK, the brand is very well known and has been recognized with the Royal Warrant, awarded by His Royal Highness the Price of Wales, which is a testament to the quality of our products. Celebrities like Prince Charles, Daniel Craig and David Beckham wearing the products certainly helps us in China as well.

"Daniel Craig wearing Tricker’s"

Image Source: Melchers China

As next step, we will promote our made-to-order and bespoke services, which we are also offering in China in our authorized service centre in Shanghai. For the future, we are considering brand collaborations for joint shoe collections or a specially designed shoe style for China.

What distribution strategy do you plan to use?

We just opened our first authorized service centre in China – located in Shanghai – in October 2021. This centre will provide repair and maintenance services to our existing customers and also sell our most popular shoe styles. We chose Shanghai because of the large local demand for this type of products, purchase power of local consumers and because we found the perfect partner there. We also work with multi-brand retailers all over China and sell Tricker’s shoes online. In the next 3-5 years we plan to open a flagship store. The location has yet to be defined but it will most likely be either Shanghai or Beijing. In smaller cities, we plan to open more service centres to reach consumer groups there as well.

"Opening of the authorized service centre in Shanghai in October"

Image Source: Melchers China

In summary, we have a clear distribution strategy which focuses on slowly building up the network. We target bigger Tier 1 cities but if we observe demand or inquiries in smaller tier cities we might decide to expand there too. We are collecting and evaluating a lot of data to observe trends and stay close to the market. Our distribution strategy follows an omnichannel model with both online and offline points of sales. Having said that, we believe that our product is rather an “offline product”, customers need to try the shoes, understand the quality, uniqueness and sizes, before a purchase decision is made. Our online channel strategy is very important for marketing in China, it is not ROI driven but rather supports the offline channels and drives traffic. Only in real stores we will be able to engage customers on a five senses level, for example by feeling the softness of the material or the lightness of the shoe.

What is Tricker’s design language?

Tricker’s uses a clean design language emphasizing the quality, comfort and durability of the products. The brands want to focus on the craftsmanship and functionality aspects of the shoes. In our branding we use a limited number of muted colors as well as both colored and black & white photographs of the products, people, production process and lifestyle topics.

Sustainability is at the core of the brand. Can you explain more about this aspect, and how it is so relevant in today’s times?

Tricker’s and we at Melchers believe that people would like to keep the things they love for as long as possible. This is why Tricker’s is crafting shoes that last 20-30 years if well maintained. With our products consumers purchase something unique, with a history, yet timeless, a product that becomes part of your lifestyle. In addition, we hope that in today’s fast changing world where the lifecycle of many products spans a single season only, Tricker’s products can bring stability and support through their comfort and quality commitment to the live of individuals.

Tricker’s executes sustainability on several levels: economic, ecological and social sustainability. The brand contributes to ecological sustainability by recycling and waste reduction through its shoe repair services that are offered in many locations worldwide, such as in Shanghai and Beijing. Almost all elements of Tricker’s shoes can be repaired or replaced. Tricker’s also works with Olivia leather, which uses olive leaves for the tanning of leather rather than chemicals. The brand also believes in producing, sourcing talent and services locally where possible in order to reduce emissions caused by long transports.

What were the store design requirements for the first service centre in Shanghai?

We knew that this was a very important project for us since the authorized service centre would be Tricker’s first physical location in China. This store would affect the perception consumers would have of us, influence our positioning, and set the tone for further design activities which would have to be aligned. While it was important to showcase the heritage and uniqueness of the product, we also needed to appear modern and timeless. We wanted to keep the clean look of the existing repair store and make it a good fit for the local, very dynamic neighborhood. And we imagined drawing references to the craftsmanship, materials and unique production process we are so proud of by using wood, leather, stainless steel, as well as stitching and handcrafted details throughout the retail store. We feel that we have achieved a very good balance and are really pleased with the clean yet high impact effect. The store is bright and the customer flow is well planned and natural. The team in the store has reported that the window design is in fact very effective and constantly attracting passers-by into the store. The sales and service numbers of the first months look very promising as well and we look forward to further growth over the next months.

"Fa?ade design for Tricker’s authorized service centre in Shanghai"

Image Source: 5 Star Plus Retail Design

"Clean lines and natural materials characterize the repair and retail store"

Image Source: Melchers China

2021 Relaunch - The Evolution of Mannequins in Visual Merchandising

December 24, 2021

Image Source: Panache

As most of you will know, a mannequin is typically an artificial doll used by retailers to display their merchandise. For the most part, they are plain bodies that require dressing and accessorising and do not tend to possess any distinct features aside from this.

Mannequins have been around since the opening of the first stores and have long been recognized as important tools of retail business. Different items are usually paired together so customers can visualize which pieces work well together and take inspiration from the store’s latest trends. Furthermore, mannequins also function as a primary feature in window displays and are often the first thing a customer sees when they approach a store. Therefore, mannequin displays serve as a showcase of the best merchandise a store has to offer in a bid to attract potential buyers.

Image Source: Retail Window Displays

However, whilst mannequins have always been a key feature of store design, it is perhaps important to explore how they can also be used to represent much more. Over the years, mannequins have evolved beyond existing as static objects to become something that can add real value to a brand’s message.

More and more retailers have challenged typical mannequin ‘standards’ to make their retail design stand out and represent something different. Therefore, this article will focus specifically on the evolution of mannequin use in the modern retail world and innovative ways many retailers have brought their mannequin displays to life.

Building Characters

Diverting away from using idle figures, many retailers have opted to create fun and animated characters to showcase their merchandise.

H&M

This window display was featured in Columbus Circle, New York back in 2013 used many attention-grabbing figures to promote H&M’s denim collection.

"H&M Insider: What to Expect During an H&M Interview"

Image Source: MOM.ME

The H&M Columbus Circle Visual Team created quirky characters to liven up the entire display and each individual character was brought to life through amusing facial expressions, granting them their own unique personas. Furthermore, the oversized heads served as an enhancement to the entertainment value of this window design.

Most importantly, the window display effectively draws attention to the merchandise H&M is promoting. The denim theme is evident as the display is predominantly blue, and the white only serves to complement it. Moreover, all of the mannequins are physically dressed in denim items, even the mannequin heads look as though they are made from denim and this additional feature really brings the theme to fruition.

Tanni

The Tanni store in Taikoo Li Sanlitun mall in Beijing places cute, larger than life dolls at the forefront of their take on mannequin displays.

Image Source: 5 Star Plus Retail Design

The sizes of these characters are magnified in a way that is sure to generate an element of surprise and fascination for nearby shoppers because at first glance, they do not appear as though they are actual mannequins. As well as this, the dolls also appear to evoke a sense of nostalgia and childhood innocence, as they appear to be very child-like in both their dress and demeanour. This seems to be in keeping with the general theme of the whole store, which features lots of fun, floral prints and patterned pieces.

Image Source: 5 Star Plus Retail Design

The zeitgeist of their retail store design is very light and playful and is reflected in the colour palette as well as the décor around the shop. Therefore, the mannequin display provides a playful teaser of what the retail store has to offer.

Mannequins in Motion

Activewear is currently a lucrative industry which shows no signs of slowing down. Consequently, how Activewear is presented to consumers can really impact its appeal. In particular, ‘active’ mannequins can really help to bring a brand to life in both a physical and symbolic way.

"Hans Boodt Introduces 'Yoga Sports' Collection"

Image Source: VMSD

Shown above is Hans Boodt’s most recent Yoga Sports Collection which features mannequins doing impressive yoga poses. This not only proves how mannequins can be just as flexible as humans but more importantly, overturns the pre-conceived notion that mannequins can only be still figures with certain limitations to their movement.

Lululemon

Image Source: 5 Star Plus Retail Design

The Lululemon store in the Parkview Green Shopping Mall in Beijing is bursting with life and showcases how ‘active’ mannequins can be incorporated within retail store design. The store features a mannequin display on both the outside and inside of the store, to ensure that they are easily seen and noticed by customers in the shopping mall.

Image Source: 5 Star Plus Retail Design

The mannequins showcase a diverse set of athletic poses, as some are warming up, stretching and running, illustrating the sheer range of movement these mannequins possess.

Image Source: 5 Star Plus Retail Design

This is especially true of the mannequin who is mid back flip, showing how mannequins are able to bend in positions like never before. The balance and precision which has gone into the placement of these mannequins is a testament to how far sports brands are willing to go in order to experiment with mannequins and create new boundaries.

The Bigger Message

Perhaps the most notable aspect in the evolution of mannequin use lies in their capacity to represent something more. In particular, realistic mannequin figures can not only more accurately represent and relate to customers but can also promote powerful messages of individuality, diversity and inclusivity.

"Hans Boodt Mannequins Creating Characters campaign"

Image Source: Retail Design Blog

Hans Boodt

As with the Yoga collection, Hans Boodt also proves to be ahead of the game in the Creating Characters campaign. The collection had the specific aim of bringing awareness of individuality through 3D sculptured, realistic characters. These figures are so life-like they could be mistaken for real people, as each individual mannequin appears to have their own unique identity. Therefore, the collection displays a true dedication to represent different sectors of society, transcending barriers of race and age.

"Hans Boodt Mannequins Creating Characters campaign"

Image Source: Retail Design Blog

"Hans Boodt Mannequins Creating Characters campaign"

Image Source: Retail Design Blog

Missguided

Missguided made headlines back in February with their brave decision to incorporate diverse mannequins in their Bluewater, Westfield and Stratfield UK stores as part of their #MakeYourMark campaign.

Image Source: Retail Focus

Part of what made this such a milestone in visual merchandising is the fact that not only do the stores feature mannequins of different ethnicities, religions and skin tones, they also acknowledge and celebrate women’s differences by including mannequins with what some women would perceive to be ‘flaws’ in their bodies. This selection of mannequins includes models with freckles, stretch marks and even skin conditions such as vitiligo have been given representation.

"Missguided Mannequins Now Have Stretch Marks But Are Still One Body Shape"

Image Source: Huffington Post

Image Source: Retail Focus

In doing this, Missguided have taken a momentous step towards becoming more representative of all women, whilst also encouraging them to be their natural and authentic selves without pressure to conform to societal standards of beauty. These mannequins speak out to a larger demographic of women by not only allowing representation for different groups but also bringing awareness to what real women look like. This promotes an important message about inclusivity and how shopping should be a relatable experience for all women.

Whilst there is still progress to be made within visual merchandising, especially regarding representation of women of different body sizes, Missguided have still paved the way for real difference to be made. They have displayed their ability to adapt their approach to evolve with the times through incorporating what can be seen as ‘progressive’ mannequin displays as part of their store design.

Conclusion

In conclusion, an awareness of the value mannequins can hold can have a real impact on a brand’s appeal. Mannequins have evolved into much more than just objects, therefore, an effective mannequin display can not only add to the overall ambience of a store to create customer intrigue but can also become something customers can actually relate to. Moreover, as fashion and society are ever evolving, this can also be translated into your mannequin displays so to actually speak out to customers and make a lasting impression.

Multi-Brand Stores, the New Leaders in Retail

October 22, 2021

Nowadays, it is well known that Chinese people cherish luxury brands. They can make Chanel and Louis Vuitton boutiques as swarmed as H&M are in other parts of the world. Although the costs of luxury brands are higher in China than in Europe because of import taxes and tariffs, this doesn't prevent luxury stores in China from being full of shoppers each day.

Due to the uncertain economic climate triggered by the pandemic, there has been a sharp fall in demand in 2020. However, a resurgence in Chinese spending and the increasing dominance of millennials and Generation Z is expected to drive the market in the medium term.

In recent years, with the development of the Chinese fashion industry, influenced by Western-style fashion magazines, websites, and social media, young people are very educated on all aspects of fashion.

Image Source: 5 Star Plus Retail Design

According to 10,000 consumers questioned in a survey conducted by The Boston Consulting Group (BCG), quality, craftsmanship, and exclusivity remain the main values in the criteria sought in a luxury product, but new elements are emerging that provide an additional reason and drive purchases: the "fun and extravagant" or the "current and sexy" style. Both values are close to the taste of millennials.

Multibranding is the development of marketing two or more similar and competing products by the same company under different and unrelated brands. While these brands feed of reciprocal sales, the multi-brand strategy has advantages as a means of:

• ? Getting more shelf space and leaving little room for competing products.
• ? Saturating a market by filling all the gaps in price and quality.
• ? Catering to brand switch users who like to experiment with different brands.

According to Mike Roberts, a former chief creative officer at the retail design consultancy Green Room, the reason for the rise of popularity of multi-brand stores is due to the “the increase of luxury brand awareness and desire in the Chinese market.” He also stated that “Pre-pandemic Chinese consumers were traveling on a global scale, being exposed to new brands, and bringing back their influences to the thriving local market. A lot of multi-brand boutiques in China are simply led by a ‘cultural curator’, often a well-traveled individual with specific tastes.”

Image Source: 5 Star Plus Retail Design

A clear example of the multi-brand phenomenon in China is that in five years (between 2014 and 2019), the department store and footwear businesses in China dropped from 38.6 percent to 26.3 percent, according to a report conducted by Fung Business Intelligence. Nevertheless, Mike Roberts said that the main key for succeeding in the fashion industry is the personal touch of the founders. Also, “Multi-brand retail communication ‘feels’ more personal and less corporate, and, ultimately, this form of communication builds trust and credibility, which is highly desirable to the modern Chinese consumers,” Roberts says.

The reason the largest multi-brand retailers are online is due not only to the ease they provide to customers when buying from home or due to the COVID-19 pandemic measures but to the fact that shopping malls and department stores are still implementing their old formula of getting many brands onboard without a clear-cut strategy, which is weakening their position in the market.

Since the late 2000s, independent multi-brand boutiques have surged in number across China and the rest of the world. Yoox Net-A-Porter (YNAP) and Farfetch are considered the two world's largest online luxury clothes retailers. The former one is the product of a 2015 merger between Yoox and Net-A-Porter, two digital pure-play retailers that have revolutionized the luxury apparel business, with over 3 million clients visiting one of its websites regularly. The latter one was founded in 2007 and allows customers in over 190 countries to find items from over 1300 of the best brands, boutiques, and stores from more than 50 countries, ensuring a unique shopping experience.

Image Source: Vogue Business

Dongliang

According to Vogue Business, it is estimated that more than 1,000 stores have joined pioneers such as Alter and Dongliang, two boutique businesses that have expanded from single stores in Beijing and Shanghai.

Dongliang is a retail multi-brand concept store committed to promoting new, talented Chinese designers in China and abroad. Launched in Wudaoying Hutong, Beijing in 2009. They collaborate with the most talented local designers and engage in artistic and cultural activities as well as business and charity events. It now has two stores in mainland China.

This is not only a retail store but a talent incubator, curator, event organizer, multimedia platform, and even a music and arts festival. Whatever its definition, its goal is clear: to disrupt the fashion world and launch Chinese designers onto the world stage.

ALTER

ALTER is a concept boutique store located in Shanghai. The superstore includes ALTER Showroom, ALTER Cube café, and the Rolling Acid design label.

ALTER is an unconventional and playful space that wants to convey a nexus between fashion art design food, and unveils lifestyle as culture. Also, It leads to a unique fashion Discovery: a cutting-edge collection and “editorial selection” of top leading designer label clothes and accessories from all over the world, displayed inside modular repeated cubes as back-to-back installations.

ALTER is arguably the most prominent and influential fashion boutique in China today. It was also nominated for FARFETCH’s 2014 Superstore Awards as one of the top six boutiques in the world. In the same year, the Louis Vuitton Shanghai City Guide featured it as a landmark of Shanghai high fashion.

Image Source: H.Lorenzo

Competitive market

With the rise in popularity of the multi-brand boutique and the added challenge of online shopping, competition in the market has become fierce. It's especially difficult for smaller brick-and-mortar stores of all kinds to make a profit, due to the cost of spiraling rentals for prime locations in big cities.

The increase in the number of multi-brand boutiques entering the Chinese market is a good thing for consumers as this encourages more choice and better shopping experiences. But these boutiques need to find the right market position, target the right group of customers, and employ the right designers if they want to succeed in China. No matter how good or interesting the shopping environment is, selling the products is always the ultimate goal of brands.

Introducing Environmental Psychology
5 Star Plus Series: How Can Psychological Effects of Architecture Benefit Your Business?

October 18, 2021

We spend most of our lives inside buildings: at home, at the office, in restaurants and other facilities. Our general well-being, thoughts, and mood are shaped by the walls and features of these buildings. In this new series, we introduce environmental psychology, how to consider it when designing a retail space as well as the positive and negative effects of architecture on humans. In the first article, we commence with the fundamentals of environmental psychology, how people form their preferences and how architecture impacts our stress levels.

Environmental Psychology

The field of Environmental Psychology is dedicated to understanding how people interact with the buildings and the spaces around them. In the past, a trend was to include psychologists in the design process with a peak during the 70s. Soon after, companies lost interest in working with them because they thought that architects had enough understanding about the end-users and their needs. That means that most buildings are designed with an intellectual approach instead of an emotional one. In China, where Feng shui originated, experts think that architecture is disconnected from other disciplines and the rest of humanity.

Image Source: Archipelago

Preferences

There are multiple reasons why someone would like one space or building while someone else would dislike it. From an evolutionary point of view, human brains have been encoded to associate a sense of pleasure with objects and places that increased our chances for survival. That included food, water, shelter, and to be more specific, the layout of the savanna. Modern humans still associate shelter with pleasure but in a more subjective manner.

Environmental psychologists look at different categories when it comes to understanding people’s preferences. That includes how people perceive design elements, how intrinsic factors influence their mood, and if any social things happen in the space.

Researchers found out that people tend to prefer clean environments with less ornamentation, uncluttered spaces with an open view, and good illumination. Well-balanced, good designs do not require too much attention from people and make it easy for them to move around while promoting wellbeing in an overarching way. Researchers have also found that natural-looking patterns, naturalistic architectural spaces may evoke similar psychological benefits as interacting with nature itself.

"PUREONES concept store design with high-end wood and stone flooring and ceiling in a naturally balanced interior. The colors, shapes and materials were chosen to create harmony with Chinese culture and values."

Image Source: 5 Star Plus Retail Design

"Natural dark flooring resembles the dark surface of the earth while the brighter ceiling corresponds with the sky. This helps to create a feeling of being grounded in the natural environment."

Image Source: Superfuture

What is Beauty in Design?

We all know that the word “beautiful” is fundamentally subjective however, the feeling associated with it is universal. When we see something that we define as beautiful, it causes us to feel pleasure. This feeling of pleasure is a result of oxytocin, endorphins, and DHEA being released inside the brain.

Buildings with similar features as the shelters of our human ancestors, provide us with a sense of pleasure. Therefore, to incorporate these elements into the design, we need to identify and understand these characteristics and patterns our brain associates with survival attributes. These elements are mostly taken from nature. To mention a great example; Sagrada Familia by Gaudí who was influenced by his religious and metaphysical views. The treelike structures and flower-like canopies make it clear for visitors that the inspiration for the cathedral came from the forest.

Image Source: Flickr

Almost every ancient civilization incorporated environmental psychology in their unique way: Feng shui in China, Vastu Shastra in India, geometric patterns in the Arab, Roman, Druid, Aborigine, and Native American architecture. Their designs were in harmony with their life and their natural environment.

" Arab architecture features repeated patterns and non-figurative geometric or vegetal motifs. These patterns are inspired by the guidance of the Quran.."

Image Source: The Spruce

Architecture as a Form of Stress Release?

Is it possible to use design and architecture to improve the stress level and mood of people? Nowadays, we experience stress in a very different way compared to our ancestors. For us, stress can be caused by multiple reasons and differs from person to person, ranging from traffic to a job, relationships, or seemingly trivial things. Unfortunately, stress has become a prominent factor in our modern life with an effect on our health. That is where architectural and interior design and their positive psychological effects come to the picture. The built environment has direct and indirect effects on human psychology with an impact on senses, mood, emotions, motivations, judgments, decisions, health, and participation in physical activity and community life. With the use of the right colors, shapes, patterns, and materials, retail designers can calm down, motivate and inspire visitors.

Apple, one of the retail giants always combined human emotions when designing an intelligent store experience for their customers. They emphasized creating a genuinely relaxed in-store experience, a sales-free, pressure-free place to relax and absorb. In every store, there are a lot of details to serve customers, to induce their sense of trust, relaxation, positive reinforcement, and their general mood: the layout, the decor, the pressure-free environment.

Image Source: Business Insider

Image Source: Dezeen

In our next article, we will further explore the field of environmental psychology and its role in our everyday, modern life. We also think that it's essential to discuss potential mistakes as well. Besides the good cases, we will write about examples that have questionable or even contradictory effects on people.

2021 Relaunch - Designing with a Purpose

September 29, 2021

What makes us unique?

At 5 Star Plus Retail Design our main focus is brand identity. This makes us competent when it comes to luxury design and branded design in China. We start every project with a thorough research about the brand, its competitors, target market, local regulations, and its surrounding environment. Once we have gathered all the necessary information we can provide unparalleled designs, retail consulting and project management services to international luxury and design brands. Our multinational team is a mix of international and local designers, consultants and project managers. Their designs are based on international standards while taking the local market and its requirements into consideration.

Retail design is without a doubt our passion. We do not only understand retail operations in China but we’re also able to create a design in a most effective way to maximize sales. Our extensive background in Chinese retail operation makes our team experienced in both the in-store operation and the local regulations. 5 Star Plus creates designs that can fulfill marketing targets like visibility, brand exposure, marketing leverage and visitor experience.

What makes our design process unique?

During our design process we always keep in mind what the client would like to express, how the brand is positioned and what the brand message is. Thanks to this we are able to achieve increased brand awareness and brand loyalty which, ultimately, is expected to translate into a higher sales turnover. Here are a few examples from our portfolio to show how it works in real life.

When creating two restaurant designs for THE MISSION at two different locations in Beijing, one key strategy that we utilized was to design every restaurant with a slightly different approach, in order to create novelty and adapt to the local environment. For the first location in China World Mall, 5 Star Plus created a modern flagship store design. We wanted to express their healthy, fresh cuisine through the design so it inspired both the color set and the materials that were chosen for the projects. The flagship store at China World Mall resulted in an artistic restaurant design that conveys a cool vibe that can attract the younger generation. We achieved this effect with an open stainless steel kitchen that promotes cleanliness by allowing customers to view the preparation process. We integrated custom-designed metal elements, a wall sculpture and intelligent lighting.

THE MISSION Flagship Store Design, Beijing

Image Source: 5 Star Plus Retail Design

In comparison, the second location at Central Park Plaza puts more emphasis on feeling good and being healthy. Located beside Chaoyang Park in a residential area, families are the most important target customers in the area, so the design needed to be inviting for them. It had to reflect the wholesome, nutritional value of the food so we have created a fresh and bright restaurant emitting a healthy feel. With an open kitchen taking center-stage as the key feature, the important design elements that support it are the use of bright woods for the walls, polished concrete, natural foliage, and seating designed for different numbers of people.

MISSION store identity design, Beijing

Image Source: 5 Star Plus Retail Design

ORA Creation is chain of multi-brand stores selling different European designer fashion and accessory brands. The store in Solana Mall in Beijing had to be designed to use a reduced budget for maximal impact in order to increase sales. The ultimate goal was to attract passersby and entice them into the store. With this in mind, the 5 Star Plus Retail Design team created a light, conceptual store design that is easily transformable with seasonable changes and other requirements of the brand.

ORA Store Window Display, Beijing

Image Source: 5 Star Plus Retail Design

For our client, Ti-Capital (Taixin), a Chinese private bank, the team developed a visual design identity concept. The company's name consists of the Chinese characters "Titanium" and "Trust". This meant the visual design identity had to represent the organization as high-end, stable, trustworthy, safe, and secure. The logo had to be suited to the Chinese market, appear masculine and strong, and communicate power and heritage. How did all these elements appear in the design? How did we reach brand awareness? The designers used light grey, dark red and white colors with a lion as the logo's key element to express trust, authenticity, and a certain formality.

TI-Capital Visual Identity Design

Image Source: 5 Star Plus Retail Design

During the World Winter Sport Expo in 2018, the International Biathlon Union covered 108sqm of exhibition space with 7 exhibitors. They were promoting the sport as a whole to China, providing knowledge to those unfamiliar with the sport. Our design concept received "Excellent Design Awards" during the expo. 5 Star Plus Design utilized energy green and ice blue as the main color scheme. With this color combination and structural design we were able to attract maximum attention to the stand and bring out the space.

International Biathlon Union Exhibition

Image Source: 5 Star Plus Retail Design

Our Future

Based on the examples mentioned above, it is clear that 5 Star Plus Retail Design understands what it means to build up a brand identity and strategically use our services to create a maximum benefit for our customers through creating emotional connections between the customers and the brand.

As for the future, our goal is to maintain an up to date knowledge of the Chinese retail market, regulations and the relevant design trends that help us understand the market development.

Outlook for Luxury Retail

September 23, 2021

In an environment of continuous travel restrictions, store closings, global restructuring, goal review, and omnichannel sales, luxury brand executives must stay one step ahead of competitors to streamline sales and distribution processes, retain high-value loyal customers and reach out to new ones in new markets. Brands must prepare to serve customers wherever they are while ensuring compliance with local regulations and best practices while maintaining their hard-earned reputation.

Remote Luxury, Local Luxury

Neither catwalks nor large product presentation events. In 2020, the intense activity of the luxury industry had to reconvert its main windows to a remote and digital blended environment. Brand news was launched in mixed events streamed across the globe, thus reaching a growing number of people. The figure of the virtual assistant has reached luxury retail stores and these initiatives have been very favorably received by consumers.

Image Source: The Global Fashion Business Journal

Some examples of this trend are the actions of prestigious luxury retail brands.

• ? Lexus promotes its IS 2021 model through the Augmented Reality application “Lexus AR Play”, which allows you to see the characteristics and variations of the product.
• ? Gucci has established a collaboration with Wildlife Studios, a mobile game developer, creating digital gamification that requires the use of the brand's clothing to participate.
• ? Chanel has launched an avatar platform that allows users to virtually try on digital clothing created expressly for this by its most cutting-edge designers.
• ? Yves Saint Laurent Beauty organized a virtual room through Zoom for 1,000 VIP guests.
• ? Dior has focused its marketing efforts on the development of virtual shows, webinars, and exclusive sales.

Image Source: Lifestyle Asia

Image Source: YSL

Finally, we want to highlight a growing trend that derives from the impossibility of traveling around the world. Travel for luxury shopping disappeared however the demand for high-end products grew during 2020. According to the Deloitte report, the great fortunes worldwide have grown by 9% since the beginning of the pandemic and the turnover of the luxury retail sector has remained.

Due to the shift from global to local, this has also affected a notable shift in terms of buyer sentiment, including luxury consumers, where factors such as the country of origin can be key drivers in the affinity of the brand. That is why CEOs and CFOs should consider the local process and sales adaptations to maintain healthy balance sheets.

That implies that many luxury brands are considering opening new physical points of sale where their consumers are. Specifically, China is leading this trend and concentrates the most extensive number of luxury store openings in 2020.

China, the Place to be

According to a 2019 McKinsey study, young Chinese consumers (pre-pandemic) were expected to drive growth in the luxury fashion and accessories sector by 65% globally. And while Europe and the United States remain largely out of reach for this high-value customer segment, global smart luxury brands should bring their products to them.

The Director of Worldwide Sales and International Operations at Cegid, Sylvain Jauze states that some European retail brands are facing store closures in Europe and the United States. Meanwhile, they are looking to develop their businesses in Asia and mainland China. In addition to the omnichannel presence, Sylvain Jauze points out that physical stores are also vital for the establishment of brands that are new to the Chinese market.

Image Source: China Business Review

Sylvain Jauze adds that a single store is not enough to establish a reputation in a country the size of China and that investing in social media and the right influencers - people who know the market and who know how to sell luxury in that market - is as important.

In terms of business practices, operating in China is very different from operating in Europe or the United States, says Sylvain Jauze. It points out that consumers are pushing “O to O” - from online to offline - as a major trend in China, and retailers understand that large online marketplaces such as TMall (formerly Alibaba-owned Taobao Mall) constitute a vital part of the sales ecosystem. Although Chinese consumers like to shop in the store, they also rely on “fast platforms”.

Several exclusive luxury platforms, such as TMall's Luxury Pavilion, JD.com, and even WeChat, offer e-commerce storefronts for hundreds of luxury brands to mainly young and digitally-focused Chinese consumers.

Global Becomes Local

A powerful example of the convenience of the Chinese market is the recent acquisition of Shang Xia, the 10-year-old China-based brand founded by Hermès and Chinese designer Jiang Qiong Er, by the Agnelli family's Exor holding company. Although Hermès itself has been established in China since 1996, the company saw an opportunity to take advantage of Chinese crafts and techniques, Chinese traditions, and Chinese materials. Sylvain Jauze says that even though the Chinese are very focused on money and value, they are also very focused on quality, which is why Hermès as a brand works so well in China. The brand uses premium leather, makes premium handbags, and employs the best artisans. The Hermès flagship store in Guangzhou's Taikoo Hui Mall was very successful with $ 2.7 million in sales on the day it reopened after the first lockdown in 2020.

For brands that are considering the possibility of expanding in China, it is advisable to allocate a budget and make large investments in social networks and influencers to achieve the correct positioning. The fact that a luxury brand has a reputation for quality in Europe does not mean that it can enter the Chinese market in the unknown. Ensuring that locally relevant advocates understand your brand and know your target consumer requires a clear strategy and sustainable investment.

Until the current crisis is fully resolved, brands have to embrace customers where they live and to do that, they have to go where they live. The Chinese market, self-sufficient and with a growing economy, could become the new headquarters of luxury.

5 Star Plus Retail Design Creates Concept for Beijing Hutong Renovation Project

August 31, 2021

Located in an ancient temple area in Beijing’s South, Fayuansi Hutong was selected to be part of a larger renovation and urban revival project. The buildings were to be stripped back into their original state and assigned new functions to attract a younger, modern crowd. 5 Star Plus Retail Design was assigned to create a mixed use commercial interior combining a shared workspace function, a coffee shop and book store into one space. Shared workspaces in combination with mixed use designs are a current social trend and very popular among millennials and younger generations. This type of space creates flexibility and a certain dynamic as it allows users to work in a coffee shop, socialize, and have lectures and events all in the same space.

Image Source: torpedo

In order to contrast with the traditional structure, 5 Star Plus Retail Design created a very modern, sleek design concept based on the color white. Light wood is used to emphasize the old ceiling and a feature book shelf at the far end. As an eye catcher and to play with the length of the building, angular shelving with a triangular base was designed along the long wall. From one side, the shelves are almost invisible, closed and blend with the white wall. Seen from the other side, the elements open up and attract attention with their bright yellow color. This creates a certain dynamic as visitors walk through the space. Yellow is also a reference to the original name, Fayuansi, and history of the space.

Image Source: torpedo

Resimercial Design after Covid-19

August 26, 2021

The phrase resimercial design might not sound familiar to everyone. This made-up expression is a combination of the words 'residential' and 'commercial'. The style implements elements of home design into contemporary work and retail spaces. It has a proven effect on the happiness, productivity, and general wellbeing of the employees. The reason behind that can be the overlapping of design styles from different markets that creates a combination of diverse feelings, creativity with logic and precision. The design style has received attention in retail and commercial design for a few years now. However, since Covid-19 it has gained momentum, especially in office design.

The Effect of Covid-19

But what has resimercial design have to do with Covid-19? For most office workers worldwide, the past 1,5 years meant working partially or full-time from home. These employees got used to working from the comfort of their homes, therefore convincing them to return to the office will require some creativity. They seek comfortable, inspiring spaces that create a calm sensation and can put people at ease. All these components help people to stay creative and motivated while it reduces stress and increases productivity.

Even though historically commercial spaces had more bulky and monolithic furniture, the current trend shows that companies need to satisfy the requirements of high traffic while providing a home-like atmosphere where people feel comfortable and inspired.

Image Source: 5 Star Plus Retail Design

The example above is an office design that 5 Star Plus created for ISA last year. Experimenting with different materials and letting in as much natural light as possible allowed us to create a warm, welcoming atmosphere where employees feel inspired and creative.

Features of Resimercial Design

In their detailed analysis about resimercial design trends, Work Design Magazine advises that in order to reach the needed effect designers should incorporate tactile textures, materials, and accessories that evoke a sense of warmth, comfort, and familiarity. They also recommend integrating human-centric, multi-sensory elements. Comfortable seating, soft ambient lighting, flexible spaces, materials with a handcrafted feel, and residential-inspired accessories like rugs and lamps help to establish the desired atmosphere.

An important point to consider is that resimercial design should look authentic while layering the space with familiar, home-feel elements. The result should be aligned with the brand’s culture and design guidelines otherwise, it might look frivolous. The main idea is to make employees feel more secure, valued, and connected.

Image Source: 5 Star Plus Retail Design

When designing the office for Advantage Austria and Austrian National Tourist Office, two of our objectives were to create an identity and achieve a powerful professional impact for representative functions. In order to make employees feel comfortable and motivated, we optimized the layout for improved work efficiency, opened up the space for a maximum of daylight, and created a beautiful branded work environment.

The 3 key aspects of resimercial design are the following:

• ?Materiality: The mix of materials, colors, and surfaces can help make an office more welcoming and feel less like a sterile corporate environment. When it comes to lighting, traditional overhead fluorescent lights can be too harsh and make the space feel washed out. On the contrary, accent lighting can have a positive influence on employees’ wellbeing.
• ?Natural Elements: Bring in the outdoor world and embrace more plants or elements like wood that is reminiscent of nature. Including as much natural light and fresh air as possible is a great way to connect people with the outdoors and nature.
• ?Flexibility: Employees nowadays engage in several different types of work activities during their work time which means that they need a variety of flexible spaces. One very practical benefit of resimercial design is that you can mix-and-match furniture, just as in your home.

Image Source: 5 Star Plus Retail Design

The office design concept for NuCloud’s office in Poland holds all three key aspects that are the main characteristics of resimercial design. The office is in direct contact with nature, has multipurpose areas, and the wide range of materials creates a home feel and comfortable working environment.

Future of Resimercial Design

Last year has changed our perception of work environments. The implementation of resimercial design that provides comfort, familiarity, and informality increases our motivation for leaving the safety of our homes each day. Considering all these changes, as well as the growth of the freelance economy, and complex expectations of Millennials and GenZ, the only way forward is to plan for flexible working solutions and creative interior design concepts that include areas for working relaxing, eating, and socializing.

How Concept Stores Strengthen the Brand

July 29, 2021

Concept stores have become one of the most prominent tools in the past years to accelerate brand growth and boost awareness. Traditionally these stores were a natural extension to the brand by presenting a lifestyle feeling and inspiring customers to turn that lifestyle into a reality. Nowadays, concept stores have often become a brand experiment with spaces that stand out from the retail portfolio and reinvent the brand. Partially, this is the answer from brands to the ever-changing shopping habits of consumers. In this article we will introduce the idea behind concept stores, how they can be an integrated as part of the retail strategy and present some examples from our previous projects.

How To Define the ‘Concept’ of Concept Stores?

A concept store is a retail experience that seeks to engage with customers through a branded environment with excellent service and storytelling. Customers can not only learn about the products but they are also invited onto a journey. They can see what the brand can offer, what the brand values are, and what those values stand for. When done correctly, concept stores can bring new ideas to life while creating an inspiring customer journey and shopping experience. They can appear in many different sizes, formats, and styles whether it is with the integration of an immersive art display, unique design, theatre, cinema, events, cafés or, the application of AI.

Communication is the key for the brand as they have to communicate their values through this medium. Usually, there is an objective at the center of the concept store, like sustainability, food & drink, design, games, sports, or creativity. That serves as the heart of the message and is used to create a strong association with the brand. It can produce a competitive advantage and differentiate the brand from the competitors or even from earlier values.

When it comes to luxury brands, creating an engaging and immersive customer experience is even more important because consumer expectations are higher than in any other sector. In-store customer experience, service, home delivery, and the complete online journey must be perfect and exceed customers’ expectations.

Our first example is a store identity design concept for both flagship stores and shop-in-shops in China for the Finnish brand Halti. The space had to subtly showcase the brand’s Scandinavian origins and long history. To achieve that, a central brand wall was created to tell the story of Halti origins. Inside the flagship store, a suspended ceiling with backlit topographic lines was placed since this topographic imagery is an essential part of Halti’s brand identity.

Image Source: 5 Star Plus Retail Design

Another example from China is the KJUS flagship store where we used a completely different style and approach compared to the existing stores in Europe and the US. Originally, KJUS stores use a large amount of wood but for China, we wanted to create a more modern, technological feel. We did apply wood on a smaller scale like back panels and high-rack equipment help to draw a connection to the Swiss-born brand. Another important aspect to create a luxurious touch was to ensure that there was enough space in the store and display only a selected amount of SKUs. To feature the key products, collections, and their characteristics we used special lighting effects and technological advancements. The flagship store includes multiple areas such as a VIP lounge area serving high-quality coffee, a display space, storage, fitting rooms, and more.

Image Source: 5 Star Plus Retail Design

What Speaks Against Concept Stores?

With the rise of online sales and the following decline of brick-and-mortar stores, brands face a significant challenge: how to engage with the most demanding generation of consumers, how to use their physical stores to support their online sales, and how to build loyalty.

From a traditional sales-driven point of view, since concept stores present a smaller product range (this is, a smaller amount of SKUs), they generate less direct sales transactions and income. It is also difficult to measure the ROI. How do you prove that the ‘concept’ is working if sales aren’t higher? Brands require testing following the concept store’s opening to see if anything has changed the perceptions of the brand, which adds an extra cost to the project.

The Connection Between Online and Offline, and the Halo Effect

A well-known approach is that online and offline must blend into one, offering an on-brand experience wherever the customer is. The brand has to make sure that they have enough engagement touchpoints with their customers online and offline.

According to a study by the International Council of Shopping Centres (ICSC) from a few years ago, there is an interaction between online and offline channels, which is called ‘The Halo Effect'. The key outcome of the study was the realization that bricks-and-mortar stores serve as the hub of a brand feeding and supporting the rest of the online channels. They found out that every time a new store opens, its brand’s website traffic increases by 37%, and when a store closes, website traffic falls accordingly. That shows how strong the connection between online and offline sales is.

Our third example is Hanna Trachten, an Austrian traditional clothing brand. We created a store design concept for their three-story flagship store in Salzburg. Providing a journey of brand discovery, its heritage, and local nature was the key requirement when developing the retail design concept. While the brand is positioned in a traditional retail sector, the fabrics are innovative, the in-house designed patterns are colorful, and the cuts are modern and stylish. The result is a concept store that is welcoming, elegant and has a modern feel to it.

Image Source: 5 Star Plus Retail Design

Our last example is a design concept that we created for H?gl for the Chinese market. The design was based on the brand identity - feminine, high quality, and comfortable, as well as the incorporation of the white and red brand colors. The design concept also fulfills the targeted positioning within the Chinese market, defined as stylish, chic, cool, sexy, and powerful. The developed concept identity design was also used for the design for flagship stores, boutiques, and shop-in-shops.

Image Source: 5 Star Plus Retail Design

When looking at the advantages and difficulties of concept stores, it’s safe to say that they have an essential role in the retail universe and still have a lot of potential when it comes to engaging, educating, and entertaining their visitors. Concept stores provide customers with the opportunity to have an experience that they cannot have anywhere else, and particularly not online.

Psychology of Colors in Restaurant Design

July 27, 2021

Choosing the perfect color for a bar or restaurant is an essential step during the interior design process. It is crucial to keep in mind what our goal is, what type of space we would like to create, what the guests should think, how they should feel, and what actions we want them to take while they are dining at the establishment. As discussed in our most recent 'Interior Design Principles' series, designers should pay careful attention when applying the different principles and elements of design. Colors are equally important as they play a significant role in influencing customer perception and purchase decisions.

Studies have demonstrated that colors can have a psychological effect on customers, making them subconsciously react to what they see, whether it is their food choices or the amount of money they spend at the restaurant. Different colors stimulate different emotions and can impact feelings of hunger, thirst, and comfort in people.

Image Source: Restaurant Furniture

High-End Restaurants

Green is and always has been the color to be associated with nature, and it creates a relaxed atmosphere in the restaurant. It can decrease anxiety and can make visitors happier. The color scheme of green makes customers feel comfortable and encourages them to stay at the restaurant for a while, which is often why high-end dining restaurants incorporate these colors into their design. Another aspect of painting the restaurant green or using green-colored decor is that the color is associated with fresh produce and healthy foods and connected with organic, healthy, and quality life. Using green with different shades of brown creates an earthy, natural color scheme. Restaurants with a healthy food focus are recommended to use these colors to create a tranquil and relaxing environment for prospective customers. There can be a calm tone of green on their walls with a hint of woody brown to complement the colors. It is quite common to see potted plants, either hanging or suitably placed in eateries as they can make customers feel more relaxed and influence an increase in their appetite.

Image Source: The Restaurant Times

Image Source: 5 Star Plus Retail Design

Bars and Seafood Restaurants

Since blue and purple are suppressants and evoke a feeling of thirst, they are best to use in drinking environments like bars. The colors blue and purple are rarely used in restaurants because they can decrease customers' appetite since they are often associated with toxins or foods that are not enjoyed like eggplant, red onions. While it is best to avoid blues and purples in restaurant interiors, these two colors typically work well in seafood-focused restaurants.

Image Source: Condé Nast Traveller

Image Source: Condé Nast Traveller

Image Source: Family Destinations Guide

Fast Food Color Scheme

Bold, primary colors such as red and yellow are typically used for casual dining restaurants or fast food establishments as they encourage quick turnover. That stems from the psychology that red and yellow colors elevate the heart rate and blood pressure of the customers and create a new emotion, which makes them eat fast and leave. Most fast-food restaurants have either red or yellow logos, walls, or have accessories such as cups and menus of the same color displayed.

Image Source: The Restaurant Times

Image Source: Inside Franchise Business Executive

Image Source: Senses & Spaces

We should never forget that what we see influences what we think, and eventually what we do. Color is one of the most significant factors in the elements of interior design. But just like with every other aspect of interior design, choosing the perfect color for a restaurant is never 'black and white'. Finding the balance and the most suitable combination is the essence of it. Restaurant colors should be chosen with care and they should be in sync with the restaurant’s theme and concept while taking their impact on customers into consideration.

ICCSD Event Highlights: Applying a User-Centric Approach When Designing for Future Society

July 23, 2021

On July 6th, 2021, our Managing Director, Barbara Seidelmann gave a presentation at the International Center for Creativity and Sustainable Development (ICCSD), where she spoke on the topic of “Applying a User-Centric Approach When Designing for Future Society.”

Originally from Vienna, Austria, Barbara has been working in China since 2005. Her background includes experience in various marketing, strategy, and luxury retail management functions, as well as a decade of designing commercial architecture. At 5 Star Plus Retail Design, she advises brands on the specifics of the Chinese retail market, design of store concepts, and marketing and brand strategies. With many years of experience and amazing accomplishments, Barbara had the pleasure of speaking at the ICCSD event.

Image Source: 5 Star Plus Retail Design

The event was hosted by ICCSD, the world’s first UNESCO Category 2 Center founded by the People's Government of Beijing Municipality and UNESCO in 2017. Throughout the presentation, she touched on various topics including the importance of user-centered design, the interaction between the user, the environment, and society, the customer journey mapping, and understanding the society.

Image Source: 5 Star Plus Retail Design

Design differs from Art in that it needs to fulfill both functional and aesthetic needs. As designers, we need to deeply understand the user and their known and unknown requirements for using a space or product. Only in this way, and by observing the changes in society and therefore changes in the usage of architectural environments, we can successfully design for the future. By applying a user-centric, integrated approach, design and architecture become tools that positively influence and better the life of society.

Image Source: 5 Star Plus Retail Design

Below were some of the key concepts that were covered:

1. Purpose of Future Architecture & Design

• ● Design not as “the planning of a house”, but rather the planning for the best possible life of a person. Product versus integrated concept including lifestyle and health aspects
• ● Improvement of life, physical and mental health, inspiration, and better energy rather than just “functional spaces”

2. New Approach – Challenge Everything

• ● Challenge all previous approaches on a concept and detail level, start from zero to address each issue in the best possible way
• ● Invest time into in-depth research and development of the concept rather than quick design and build

3. Understanding is Key

• ● Understanding current and upcoming underlying problems of particular groups in society, as well as their future needs, is important
• ● This understanding can only be developed by continuous research and observation, engaging those groups in conversations and possibly in the design process

Contrast and Details
5 Star Plus Series: Design Principles in Store Design

June 30, 2021

We have come to our last article on the Retail Design Principles; Contrast and Details. In the previous three articles, we introduced eight topics as the basic elements of interior design. If you missed them, we suggest reading them to fill yourself in:

• ?Harmony & Unity, Gestalt, and Space
• ?Dominance, Hierarchy, and Balance
• ?Scale & Proportion, Rhythm & Repetition

Contrast

Contrast is not just an aesthetic tool to make things look nicer, prettier, it is also highly functional. The definition for it is when two elements with opposing characteristics are placed together. It can be achieved easily when these two things are different regarding a common principle or aspect such as color, size, texture, style, and the use of positive and negative spaces. It has a psychological effect on people since the existence of contrast is why we can see and identify things.

The level of contrast can vary from subtle differences to extreme ones. A high level of contrast may appear aggressive, bold, dynamic, energetic, or attention-seeking. On the other hand, a low level may create the opposite effect, a more static, blended, and more peaceful environment. The appropriate level of contrast depends on the desired effect or impact. The chosen level of contrast affects how things appear; some items will be contrasted while others won’t be within one composition.

We can differentiate different types of contrasts in interior design:

• ?masculine versus feminine
• ?geometric versus organic
• ?plain versus ornate
• ?small versus big
• ?dull versus bright
• ?dark versus light
• ?old versus new
• ?textured versus smooth
• ?light versus heavy
• ?fragile versus sturdy

The whole design concept for the Swiss National Pavilion evoked around contrast. The objective was to represent both traditional and modern aspects of Switzerland. For that 5 Star Plus Retail Design used various types of contrast. Playing with contrasting colors (white and red) and materials (red metal structure and natural wood) helped to create the desired feeling. The back wall of the bar and chalet element evoked a slightly traditional feel, the enwrapping counter desk was designed to set a modern contrast in white with LED lighting accents.

Image Source: 5 Star Plus Retail Design

Image Source: Photos are the courtesy of Swiss Business Hub China

Details

Details are one of the most important interior design principles. It means that the designer pays attention to the project's smallest details in the interior. Everything from the material choice to light switches, the handles on the cupboards, lighting fixtures, wall finishing, and other decorative elements are all classified as details in the interior. Details should be in line with the overall design concept, the artistic inspiration, and the positioning of the brand. It also serves as a display of the quality of the project.

Details enhance the overall theme of the space and need to be just right. Small details might not have a huge impact by themselves but when they are grouped together, they are the perfect tool for composing a perfectly-finished retail environment. Small details should not be overlooked as they can create a sensation of unfinished space, where people feel that something is lacking.

For Marja Kurki, details were one of the most vital aspects. Because of the floor plan restrictions and the absence of walls, they needed unique displays to grab visitors' attention. Modular structures, circular tables make the product representation more attractive. Artificial marble and bronze textures were used to help shift the store design from a more traditional to a lighter, modern one. The “Scarves Tree” fixture is aimed not only to display the brand’s most recent pieces but also to enforce their statement – “Fashion accessories made of natural materials”.

Image Source: 5 Star Plus Retail Design

The interior design principles that we introduced in this series are the base and foundation of every design project. Every great interior designer will know how to incorporate some or all of these to enforce the message and strengthen the brand. We hope you have enjoyed our glimpse into the principles of interior design. Using these guidelines in a precise yet creative way will give places a character and identity.

Innovative Growth in the COVID-era
5 Star Plus Series: Customer Centric Strategy

June 29, 2021

In one of the world’s fastest moving markets, the ability to quickly adapt strategy is crucial for continued growth in China. The impacts of the outbreak have led to a shift in consumer values for Chinese consumers. In order for a brand to successfully adapt its strategy, it needs to know and understand its consumers.

Brands who were successful at staying in-touch with their customer’s changing values, were able to adapt their strategies quickly, thus enabling them to recover faster in China’s market compared to those that didn’t. Customer-centric elements that were adapted by brands focused on creating meaningful engagement with their consumers both online and offline, creating a stronger overall omni-channel strategy.

Image Source: Market Watch

Huawei serves as a great example of a domestic brand that was able to create success in China over their other operating markets. Continuous innovation and adaptation of their strategy to cope with the difficulties in China’s market, leading them to surpass their other competitors to become one of the top selling brands in the world despite challenges brought on by the global pandemic.Their strategy focused on three key elements:

• ? Consumer Engagement
• ? Offline expansion
• ? Innovation

Consumer Engagement

Engaging consumers in a time of social distancing and physical restrictions proved to be no challenge for Huawei. Through their philosophy driven by continuous innovation and partnerships used to expand the knowledge and capabilities of others, Huawei focused its efforts on hosting events virtually.

Image Source: Huawei

Throughout 2020, the brand hosted multiple events online for selected attendees and audiences. Most of the events that took place were held in a conference style format, with a few others featuring product launches designed to create excitement for the new technology. Other events featured notable KOLs, targeted toward a younger Chinese audience to showcase new features of products.

Offline Expansion

Given the constraints presented by the pandemic, it may come as a surprise that Huawei actually opened its largest flagship store in the world in 2020. Right in the heart of the city of Shanghai sits a 5000sqm retail space on East Nanjing Road. The new flagship store overshadows the likes of Apple and other tech flagship stores on the same road. The multi-story space provides ample room for consumer engagement and interaction through an on-site gym, kitchen, and product display areas utilizing the technology products of Huawei.

Image Source: Huawei

In Wuhan, they also opened a pop-up store with an eye-catching focal point that featured a robotic arm sorting products. Guests could interact with the robot by purchasing goods at the store. While the use of robotics is not as exciting to consumers as it used to be, the pop-up store served as a great way to engage consumers in a non-physical way.

Image Source: Huawei

Innovation

Huawei continually creates engagement with their consumers by providing innovative new products and technology. Despite the challenges brought on by the pandemic and other political factors, the brand saw positive growth in 2020. Huawei was also named the 6th most innovative company in the world. They shared their “All-Scenario AI Life strategy” in September 2020, which focuses on providing products most centered around the user’s experience.

Image Source: Gadgets 360

New products such as their latest smart watch “Huawei Smart Fit” can switch between different specified workout modes to ensure the health metrics are more accurately tracked during the user’s workout. Their new watch serves as a small example of how the brand seeks to continue providing their customers with a personalized experience best suited to their lifestyle needs.

Results

By focusing on driving growth in their home market through events, offline expansion, and innovation, Huawei was able to create growth during a year filled with hardships. Keeping a fine-tuned strategy that focuses on providing their consumers with lifestyle centric products and services, allowed them to strengthen the relationship with their customers.

Looking forward, it’s apparent that a customer-centric driven strategy is an important part of a successful retail strategy for brands. The true winners are those who can act quickly and focus on the immediate needs of their consumers that continually change. Having a timely response, connecting with consumers at all parts of their shopping journey, and providing them with an experience that matches the quality of products provided.

Scale & Proportion, Rhythm & Repetition
5 Star Plus Series: Design Principles in Store Design

June 18, 2021

Our previous Design Principles in Store Design blog post introduced the principles of design with a focus on dominance, hierarchy, and balance. We discussed how to create a focal point with drama, how-to guide the customers’ eyes from one element to another, and how to create a visually pleasing and balanced space. This post will focus on the importance of scale, proportion, rhythm and repetition.

Scale & Proportion

Scale refers to the relationship between two or more objects when one of these objects has a commonly known size. On the contrary, proportion relates to the general size of two objects without any information about their actual sizes. This makes scale more absolute and proportion a more relative element. The latter one requires the designer to understand the interactions between objects within a 3-dimensional space. Changing the proportion can alter the way our spaces look and feel, and also affect other design principles like balance, hierarchy and dominance.

The following aspects affect the design of the most appropriate scale or proportion of objects:

• ?Sufficient breathing space
• ?Balanced lines and areas within the space
• ?Golden ratio: Objects that contain this ratio are thought to be more pleasing aesthetically, more beautiful and perfect.

Designers can always play with the size and scale of objects to create some fun, but in the end, they have to ensure that the space looks balanced.

Image Source: 5 Star Plus Retail Design

For the store design concept development of Pureones, scale and proportion was an important consideration. The size and proportion of all interior fixtures was balanced carefully in order to create harmony and achieve the required “flowing” effect inspired by Chinese rice fields.

Image Source: 5 Star Plus Retail Design

Simply Italian had a six meters high space available. In order to take advantage of this and emphasize the feeling of space, we created strong vertical lines and a central ceiling structure. These are the defining elements in the space that set the standard in terms of scale and proportion for all other furniture and fixtures.

Rhythm & Repetition

Rhythm is considered a pattern in movement. It is utilized to guide the customers’ eyes in moving around within a space in an organized manner. This principle helps introduces order, interest and focus while leading people’s eyes. Rhythm also plays a huge role in the way customers perceive a store interior, both in terms of aesthetic and in terms of functionality.

An important point to keep in mind is that the design principles don’t work alone. When designers aim to achieve balance, they determine the perfect combination of contrast, rhythm and scale for the project. All principles are tightly interrelated.

Repetition creates visual continuity and ties different aspects of a design concept together. Complex looks can be simplified with repetition up to ‘maximum sameness/minimum difference’. The simplest way to reach rhythm is by applying repetition of design elements (color, texture and pattern, scale and proportion). It also gives structure within a design concept due to the consistency of the design elements used. Repetition does not only refer to placing the same object, pattern, color or texture again at several locations in a space, but more importantly, design elements are either designed or selected in such a way that one dimensions (color, pattern, shape, size, style or texture) matches with the rest of the design concept. In this way, all elements are tied together and make one whole. Certain patterns, colors, or textures can be found repeating themselves but with some sort of variation within a space when one looks closely.

Rhythm and repetition help to create a smooth transition for the customers’ eyes. The design concept looks “whole”, well tied together and visually pleasing, while providing enough visual interest and variety.

Image Source: 5 Star Plus Retail Design

The design concept for Austrian shoe brand Hoegl shows how rhythm and repetition and be applied within an interior space. Inspired by the brand’s logo, the square is an integral basic shape that is repeated in different sizes and patterns, with different textures and materials throughout the store. A variation of it is the pentagon shape as a further abstraction that creates further dynamic and interest.

Image Source: 5 Star Plus Retail Design

At The Mission restaurant in Beijing, wooden and industrial accents were repeated throughout the space for a unified, slightly rustic yet modern look. Repeating these materials, though varied and not exactly the same, ties together the design concept and creates visual interest.

Although understanding the ideas behind scale and proportion, rhythm and repetition is important, a successful retail design concept requires the careful consideration of every design principle. The interaction and relationship between elements will effectively deliver the brand’s message and effect the feel of a space. In our next and final design principles article, we will introduce Contrast and Details.

5 Star Plus Retail Design Designs Swiss National Pavilion at the First Hainan Expo (China International Consumer Products Expo)

May 26, 2021

The first ever China International Consumer Products Expo CICPE (Hainan Expo) presented Switzerland as the exclusive official Guest Country of Honor. 5 Star Plus Retail Design was assigned to design and execute the 200m2 Swiss National Pavilion which showcased 26 Swiss companies with more than 40 brands.

Image Source: 5 Star Plus Retail Design

Image Source: Photos are the courtesy of Swiss Business Hub China

The objective of the design concept for the exhibition pavilion was to represent both traditional and modern aspects of Switzerland. Based on the unique, elongated floor plan, the space was divided into two main areas (animation area, exhibitor area) integrating three cubes with different functions and unique architectural features. The whole front space of the pavilion was planned as an experience resp. animation area, where visitors could experience different facets of Switzerland.

Image Source: 5 Star Plus Retail Design

From far away, visitors were “greeted” and attracted towards the space by a beautiful Swiss Alpine landscape and a modern interpretation of wooden chalets which are found on Swiss mountain tops. When coming closer, people were encouraged to write a message of Sino-Swiss friendship onto a Swiss white cow that was branded with a projected Swiss flag logo. The cow sculpture and wall besides were decorated with original Swiss cow bells. In addition to the animal being a well-recognized icon of Switzerland, 2021 is also the Year of the Cow in China and is said to bring stability and prosperity. Directly behind, a photo backdrop with another beautiful Swiss landscape including a 3D bench and sign post invited visitors to sit down and take selfies.

Image Source: 5 Star Plus Retail Design

The right side of the entrance of the pavilion was designed as a welcome area with a large welcome desk, Swiss flag and logos of the exhibiting Swiss brands. Flowing in a “C”-shape, the desk turned into a bar area below the chalet structure and an open kitchen space farther behind. While the back wall of the bar and chalet element evoked a slightly traditional feel, the enwrapping counter desk was designed to set a modern contrast in white with LED lighting accents. With the support of Swiss brands, the Swiss bar and kitchen area were created to become lively interaction points where food and beverage tastings could take place.

Further inside the Swiss National Pavilion, a pop-up store of Swatch created excitement. Six art canvases were designed by artists from Switzerland and China specifically for this event and visitors could select a part of a canvas and custom-print in order to create their own unique Swatch watch.

Image Source: 5 Star Plus Retail Design

Image Source: Photos are the courtesy of Swiss Business Hub China

The core architectural design element of the exhibition pavilion was the event space enclosed by a custom-designed, 6 meters tall and abstract red metal structure, the “Swiss Cross Cube”, which was inspired by the Swiss national flag. From far away and the side alleys, people were greeted by the huge red sculpture with a cut out cross which allowed visitors to see inside the space. Transparency throughout the pavilion was a key consideration to remove psychological barriers and ensure that visitors can see what is happening inside different areas.

While most of the pavilion was finished with a beautiful wooden flooring, the event space was carpeted in red and supported by a high tech light & sound system and an LED screen to create dynamic and facilitate different event formats ranging from an opening ceremony to B2B meetings, media events, brand presentations and live streaming. This space was designed to be the most modern and dynamic part of the pavilion and to attract and retain both media and visitors.

Image Source: 5 Star Plus Retail Design

The third cube behind the event space was designed as exhibitor area. 26 Swiss top companies from areas such as cosmetics, watches, luxury, art, fashion, home appliances, chocolate and beverages all took part in the event and exhibited their companies and products. Architecturally, this part of the pavilion was inspired by well-known typical Swiss mid-century architecture as created by Le Corbusier and Peter Zumthor. Cubic shapes, clean and minimalist lines, as well as large open glass and branding surfaces were features of this part of the exhibition stand design. In strategic areas, the event’s slogan “This is Swiss Quality. 瑞士品质 至臻完美”, the logo displaying the Swiss national flag, and stylized mountain shapes were applied for a modern and branded effect.

In addition to branding and storytelling aspects, much emphasis was given to visibility of the Swiss design from different sides as well as a certain openness to draw people inside and through the various areas. The color scheme of the pavilion included white, red, and some light grey accents. Key materials chosen for the project included natural wood for floor, chalet and selected branding areas, power coated clean surfaces for most of the furniture, steel and carpet in the event area, and branded glass shells for the VIP room and Swatch pop-up store.

Image Source: 5 Star Plus Retail Design

Overall, it was an honor for 5 Star Plus Retail Design to take part in designing a national pavilion at the first-ever Hainan Exhibition. The four-day exhibition had more than 3,500 participating companies from 70 different countries and attracted more than 20,000 professional buyers. With tourism and duty free shopping increasing in Hainan province, the result of the Hainan Exhibition could be the first of many to come.

Sustainable Trends in Retail Design

April 25, 2021

The month of April marks the annual celebration of Earth Day. After an unexpected year of social challenges, it was surprising to see the positive impact it had on the global environment. With a reduction of more than 7% globally in CO2 emissions due to stay at home orders issued by governments around the world, factories saw a decrease in their production levels which adversely created a positive impact on pollution levels, drastically improving the overall air quality in major cities around the world including, Beijing, Paris, and Mumbai among others. Seeing such a significant improvement in a matter of weeks proves that sustainable measures taken by retailers can also prove to have a positive impact on achieving a better environmental standard globally.

While it is quite obvious that the redesign of products utilizing sustainable materials is the first step that brands typically take towards higher environmental standards, sustainable retail design is another important factor that can have an impact on being more environmentally conscious as a brand.

Key design elements of sustainable retail design include the following:

• ? LED & Natural lighting
• ? Reclaimed materials
• ? Recycled materials
• ? Store layout and schematic design
• ? Technology integration

Every market has different standards of sustainability which are strongly influenced by governmental policy. These measures aren’t anything super new to the retail design world. One noticeable difference is an increased focus on opening stores with LEED certification. In many markets around the world, having a LEED certification, shows that a brand continually meets the environmental standards and regulations within that market. LEED stands for Leadership in Energy and Environmental Design which provides different levels of certification requirements depending on the type of building, construction regulations, material specifications, and local regulations into account throughout the construction and design process.

"Startbucks pledged to open 10,000 LEED Certified stores globally by 2025"

Image Source: Starbucks

In addition to having a LEED certification, brands need to consider how they can achieve environmentally sustainable retail designs while also ensuring customer safety during their shopping experience. During the pandemic there were a few different design trends that became more common practice for retail brands to follow, most of which are expected to become a new standard for future retail developments. Some things brands implemented included socially distanced experiences, additional partitions between customers, and disinfectant methods of different products and in-store surfaces.

A thoughtful step that retail brands in China can take to become more sustainable and reduce waste can also include the production of pop-up stores, exhibition stands and furniture for events for the long term, including the storage in warehouses while not in use. While such practices are the standard in Europe and the US, these practices are not only uncommon but also completely unpractical in China. It is typically cheaper to reproduce new exhibition stand designs than to reuse existing ones in China. This is due to a combination of factors including, a less skilled workforce in the exhibition production sector as well as the use of different materials available and regulations from exhibition organizers. Other factors of added costs for reuse of materials fees transportation and warehouse costs and adverse climate conditions which damage wooden furniture over time.

However, at 5 Star Plus Retail Design, we have started to receive increasing inquiries for the design and production of temporary retail space concepts that are planned to be used in the long term at different times and locations. For some of our clients, quality and sustainability have already become more important that cost considerations only.

Additional technology incorporation provides consumers with an experience without physically interacting with others and products. The flexibility of technology allows the brand to continually adjust the products customers interact with without the reconstruction of an existing space. Small format retail stores continued to grow in popularity due the limitations for large numbers of people. It made more sense for some brands to utilize a smaller space more experienced focused for consumers. With a smaller retail space available, product selections must be prioritized based on the demand of that location. Layout and customer flow is another aspect that must be considered in the overall design. Keeping a small-format retail store reduces the level of energy and waste produced by the outlet when compared to a much larger retail space. The reduction in operational cost for a smaller store is truly a sustainable benefit to the brand.

Image Source: Frameweb

Live-streaming events with KOLs and personal shoppers is another way brands added to a safer experience for guests. Gucci experimented with the use of faux-shops where personal shoppers could guide their clients through the ‘store’ while showing them only hand selected products. Personal sessions allowed shoppers to ask their guide questions about the products before purchasing them for delivery to their homes. Faux stores are constructed with less materials than a pop-up or retail store and can be easily refitted to suit the aesthetic of new product lines and VI design. It also ensures that live-stream sessions convey a similar VI design to other sales channels of the brand.

Outlook

The future of retail is sustainable, and sustainable means it’s here to stay. Moving forward, brands will continue to consider how they can reduce their overall green impact towards the environment. Innovative product and packaging design, thoughtful use of sustainable design elements, health & safety measures, and technology integration are the key to achieving sustainable retail goals to satisfy consumers and local governments.

Dominance, Hierarchy, Balance
5 Star Plus Series: Design Principles in Store Design

April 23, 2021

Design principles in retail design help to enforce the brand and communicate it to their clients. These guidelines are used to inform and influence and can be achieved through the application of various design elements. In this series, we are providing instructions on how to apply these correctly and influence customers’ mood and first impression. In our previous article, we covered the first three design principles: Harmony, Gestalt, and Space how they contribute to the perception of the retail space. In this article, we present Dominance, Hierarchy, and Balance and their most important role in retail design.

Dominance

As mentioned before, the first impression is the most important aspect for brands to attract customers. Adding a factor of Dominance to the space creates interest and drama for those that enter the space. This is usually done by featuring on key focal point or two emphasized areas that pull the attention of customers from all directions, guiding the customers' eyes to focus on key elements within the retail space. Designers can create clear focal areas, like product displays, a customer service counter, visual identity and branded elements while hiding the less important areas like storage. After choosing the focal point, emphasis can be created by adjusting the size, position, color, style, or shape of the specific object.

PUREONES is a Chinese luxury clothing brand with a strong brand’s forward-thinking identity, tied to the traditional roots of Chinese culture. The retail concept design was inspired by the curves found in Chinese rice fields, rivers, mountains, and forests that follow the Taoism way, allowing the retail store design to flow naturally from one part to the next. Using these curved lines, we created a dominant display area in the middle of the store that is visible from outside as well. The installation grabs the attention of customers immediately because of its unique shape and color. Using high-quality wood and stone materials and metals to tie natural elements to the physical space and creates the feeling of a natural oasis, transporting the customer to a calming, open environment.

Image Source: 5 Star Plus Retail Design

Hierarchy

Hierarchy helps to communicate the importance of elements in the overall design compared to the other elements. Using this design principle is another way to guide customers’ eyes towards key elements of focus. It is important to keep in mind that the recommended maximum of hierarchy in in any kind of design is three levels: the most important, less important, and everything else.

Hierarchy can be modified with adjusting the following elements:

• ?Size: Larger objects seem more important.
• ?Shape: If every object has a regular shape except for one irregular one, people tend to look at the irregular one first.
• ?Position: The center of a circle is the most hierarchical, and in the case of a line, the end of the axis is the most hierarchical rather than the points along the line.
• ?Color: Using different hues of a tint of a certain color can also guide customers’ eye to key focus areas.

H?gl is an Austrian shoe brand that also sells jewelry, accessories, and bags. 5 Star Plus Design created a new design concept for the Chinese market that is based on the brand identity - feminine, high quality, and comfortable, as well as the incorporation of the white and red brand colors. The design concept also fulfills the targeted positioning within the Chinese market, defined as stylish, chic, cool, sexy, and powerful. A lot of thought was given to the flexibility of the product display shelves and to the possibility of creating various combinations of space’s different elements. Playing with the different shapes and colors of display elements helps to guide customers and features the most important products.

Image Source: 5 Star Plus Retail Design

Balance

This principle refers to the equalization of tension in the composition and contributes greatly to the gestalt of the design. The majority of retail spaces aim to reach visual balance. This can be achieved by distributing the visual weight of objects within a space. The visual weight of an element can be changed by changing its size, color, texture, or shape. An object that is darker, larger, brighter, or more complex usually feels heavier. We can differentiate four different types of balance: symmetrical, asymmetrical, radial, and mosaic.

Symmetrical balance creates a more formal and quieter atmosphere. It is achieved when elements are repeated or mirrored along a central axis, as well as the use of patterns, arrangement of furniture, fixtures, and through the application of color. This type of balance communicates a stable, calm message with dignity.

With asymmetrical balance, interior designers can form a more relaxed and casual environment. They tend to feel more dynamic and less rigid because in these spaces a variety of object types are working together to create balance. Asymmetrical balance is centered around the visual weight of an object and uses the similar perceived weight of elements on the opposite axis. This type of balance is not as straightforward as the symmetrical balance, it often requires an “eye for design”.

When using radial balance, objects are arranged around a central point either extending outward or inward. It helps to create focus on a central item and drags customers' attention towards that. When applied correctly every other element should radiate in circular symmetry around the focal point.

Mosaic balance results from balanced chaos. In this case, the composition lacks distinct focal points, and the hierarchy of the elements leads to visual noise at first glance. Somehow it works together after all.

In our last example from Halti, it’s easy to observe how symmetrical balance can create a premium feel, calm yet strong atmosphere that fits the brand’s Scandinavian persona. Halti is a “light-luxury” positioned, Finnish outdoor fashion brand well known for its ski wear. 5 Star Plus Retail Design created a store identity design concept for both flagship stores and shop-in-shops in China. While the store design had to have a clean, balanced look, a dynamic feel was achieved with added cool features such as island furniture with white, backlit strips.

Image Source: 5 Star Plus Retail Design

With the ever-growing online sales market, retailers face the constant challenge of increasing their in-store sales. To create visually appealing spaces, interior designers apply various elements of design to grab the customers’ attention and pull them into the stores. In the next article of our Design Principles in Store Design Series, we will introduce the role of Color, Proportion, and Repetition.

Harmony, Unity, Gestalt and Space

5 Star Plus Series: Design Principles in Store Design

March 31, 2021

Visitors of retail spaces often think that the result of the interior design looks good by coincidence, however, there is much more behind a finished interior design than one can see at the first gasp. The artistic composition of spaces is based on a number of technical considerations that are referred to as the principles of design. When these principles are applied successfully, they evoke unconscious emotions from visitors of the spaces. These emotions can help to reinforce the brand message and corporate identity using various visual techniques. In this first article of our design principles series, we introduce examples for the first three design principles: harmony, gestalt, and space.

Design Principle 1: Harmony and Unity

Harmony is described as sameness, which means one thing belongs or corresponds to the other. The elements in an interior space create a composition that feels comfortable and is pleasing to the eye. Unity is when the parts of the space form a balanced, harmonious complete whole. The interior feels right when everything works well collectively. The unit of a design can be affected by the contrast, repetition, alignment, and proximity of the elements. The key is to find a balance between unity and variety so that the design is visually impressive and well-balanced. Harmony and unity can provide a sense of calmness while limiting chaos and adding to the comfort level of a space.

KJUS is a luxury sportswear brand based in Switzerland. For their first Chinese store, 5 Star Plus Retail Design created a futuristic, high-tech, and luxurious design concept that evolves around unity. KJUS sportswear products stand for a mixture of state-of-the-art craftsmanship and the latest material technology. To express this abstract positioning, cool, modern, and high-end materials such as metal and stone were used throughout the store. To achieve a harmonious, luxurious feeling, the interior includes enough empty space without displaying too many SKUs to let the concept breathe. Special lighting effects and high-tech elements are incorporated to convey messages from the brand including product features, essential products, and new collections.

Image Source: 5 Star Plus Retail Design

Design Principle 2: Gestalt

Gestalt means that an organized whole is perceived as more than the sum of its parts. The idea behind this concept is that people can instantly judge whether or not a design works. Small changes in single components can affect how other elements in a design are perceived. Gestalt takes into consideration that viewers have the natural tendency to complete unfinished forms in their minds. Those then lead their sight and direct the flow of a designed space.

Simply Italian’s restaurant design incorporates core values of the brand like honesty, transparency, hospitality, and happiness. 5 Star Plus Retail Design created a bright and open environment with abundant natural wood, light colors, and patterns that represent Italian traditions. Key inspirations used for the project were Italian pasta, in particular – spaghetti, and colorful natural ingredients like vegetables. When customers enter the restaurant, the whole design comes together and makes one feel at home.

Image Source: 5 Star Plus Retail Design

Design Principle 3: Space

Space can be split into two categories: positive and negative space. Positive space is space containing design elements such as objects. Negative space or white space is the area between these objects. The latter is just as, if not even more, important than the used space. It is also one of the most neglected components of visual design. Finding balance between positive and negative space is crucial in order to create a harmonious feeling and to avoid overcrowding the space.

The concept store design for the French avant-garde fashion brand, Angelique, incorporates a lot of empty space to let the store and its unique design features breathe. Most of theproducts are black and white clothing so the design was built around their elegant brand identity referencing the style of the garments. The white space creates a subconscious sense of visual comfort by allowing visitors to rest a bit and have a clear focus on the products.

Image Source: 5 Star Plus Retail Design

In our next article of our Design Principles in Store Design Series we will write about the role of dominance, hierarchy and balance.

Luxury Brand Success in the COVID-era

5 Star Plus Series: Customer Centric Strategy

March 24, 2021

In one of the world’s fastest moving markets, ability to quickly adapt strategy is crucial for continued growth in China. The impacts of the outbreak have led to a shift in consumer values for Chinese consumers. In order for a brand to successfully adapt its strategy, it needs to know and understand its consumers.

Brands who were successful at staying in-touch with their customer’s changing values, were able to adapt their strategies quickly, thus enabling them to recover faster in China’s market compared to those that didn’t. Customer-centric elements that were adapted by brands focused on creating meaningful engagement with their consumers both online and offline, creating a stronger overall omni-channel strategy.

Burberry serves as a great example for a foreign brand in China that was able to create success in China over their other operating markets. Actively adapting their strategy to cope with the difficulties in China’s market, led to an uptake in sales boosting overall revenue of sales higher than pre-covid levels by Q3 of 2020; significantly higher than Burberry’s revenue in other markets that were still slowly recovering from the initial impacts of the pandemic.Their strategy focused on three key elements:

• ?Consumer Engagement
• ?Seamless Connection to all Sales Channels
• ?KOL Collaboration

Consumer Engagement

With 60% of offline stores in China closed for the first half of 2020, sales fell significantly. To overcome these challenges, Burberry kept their consumers engaged by offering online shopping appointments with a personal sales clerk. They also increased their efforts to provide an engaging experience online by use of Virtual spaces and pop-up stores. In the spring, they participated in TMall’s SuperBrandDay which resulted in a record breaking 28 million viewers and the highest volume of sales in a single day on the application. The livestream also led to increased appointment requests for personal shopping consultants.

Image Source: WWD

Seamless Connection to all Sales Channels

As policies allowed for the reopening of malls and stores, offline engagement needed a boost. Burberry focused on highlighting new product segments starting with leather goods. New collections were promoted in stores and via pop-up stores. The brand partnered with Tencent to enable consumers to connect their experience online while shopping in person. Their “Social Retail” store in Shenzhen opened in July 2020. The design focused on incorporating interactive technology points to create a ‘social experience’ for their customers.

Image Source: Burberry

The roughly 540 sqm space is thoughtfully designed to create a slow-shopping experience that allows the guest to engage with the brand and its products, learn more about the brand’s story, and interact with other online touchpoints via their newly created WeChat mini-program. The store consists of 10 rooms in total, each one themed to a different product or other brand elements that tell more about the brand story of Burberry.

Image Source: Burberry

The wechat mini-program was developed as a way to create a more interconnected shopping experience with online channels. Use of the mini-program and its various AI features and other features such as appointment bookings, can only be accessed by guests inside of the store.

In addition to their new “Social Store” and WeChat mini-program, the brand focused on allowing consumers to experience their new leather products in person by creating sustainable pop-up stores. Many retailers focused on getting consumers back into stores after restrictions surrounding the pandemic started to ease up in April, 2020 for Chinese consumers. Festivals, pop-up stores, and other temporary exhibits were thoughtfully made to encourage consumers to come into offline stores again. Safety was maintained by use of temperature checks, health codes, mask mandates, and socially distance experiences. The use of WeChat mini-programs and AR technology also added to the overall experience for guests.

KOL Collaboration

Other collaborations with KOLs helped to promote the launch of new products and create more engagement.Notable actress, Zhou Dongyu, promoted new products through adverts and social media videos on social media. Her brand representation reached more than 100 million consumers and more than 4 million users engaged more actively with Burberry’s channels online.

Image Source: Mr. Bags

The brand was able to gain further popularity by collaborating with Mr.Bags to create a unique product line to appeal to younger consumers. The fashion influencer has grown in popularity in China after collaborating with other luxury brands and influencing the opinion of handbag trends on social media. The collaboration was well received by consumers, with all of the Mr.Bags designed bags selling out within the first minute of its launch. This was the second successful collaboration between Burberry and Mr.Bags.

Results

By focusing on maintaining the engagement of their consumers, Burberry was able to create growth during a year filled with hardships. Keeping a fine-tuned strategy that puts consumers at the central part of the brand allowed them to strengthen the relationship with their customers. Having a customer-centric focus, drives overall engagement, increases interaction at all points of the consumer’s journey, and creates positive growth of sales.

After reviewing the successful recovery of a foreign-luxury brand in China, part three will take a look at local brands that are putting their customers at the center of their retail strategy. Consumer values shifted in stronger favor of local brands during the course of the pandemic. It’s important for brand managers to understand how local brands are successful in building stronger brand loyalty for local consumers.

The Rise of Chinese Domestic Brands

March 16, 2021

Domestic products (国货 guo huo) and local brands have experienced a revival in recent years. Netizens even coined the term “guo chao”, a neologism formed by the words “country” and “fashionable”, first used to identify Li Ning’s streetwear collection after its launch at the 2018 Paris Fashion Week. The collection featured many recognizable symbols for Chinese culture, including the Chinese flag’s colors (red and yellow), and the four characters “中国李宁” (meaning: “China” and “Li-Ning”).

Chinese cultural references and symbols have become increasingly popular, so much so that Chinese country and cultural branding are now part of the visual identity of many domestic brands. For example, in 2020 Anta launched its new “Li Bai Series”, inspired by the famous Tang dynasty poet. The series feature traditional cloud visuals in white and ink black, as well as the Chinese “red character” seal on the shoes’ tongue.

Image Source: DoNews

Data shows that online users between 20-29 years pay the most attention to domestic brands, with Gen-Zers (young people born after 1995) representing the largest consumer group of new domestic brands. (Xinhua, 2020) However, the endorsement of Chinese brands is not limited to the younger and trendier segments of the Chinese population: a recent report by American consulting firm Mc Kinsey & Company revealed that between 33% and 57% of the surveyed Chinese consumers prefer local brands in numerous product categories, including food, household appliances, and electronic devices.

Domestic Brands’ Online Celebration

Chinese brands’ promotion travels fast online: in 2019 e-shopping giant Alibaba officially launched the “New Domestic Product Plan”, which was subsequently upgraded in 2020 to help sellers face pandemic-related difficulties. The goal? Help Chinese consumers include at least three Chinese brands in their online shopping carts.

Domestic brands were also the protagonists of 2020’s “Double-Products Online Festival”, held between the 28th and the 10th of May. During this period, consumers were encouraged to go on a shopping spree for high-quality Chinese products, to help stimulate the recovery of the Chinese local retail economy.

Image Source: Sohu (天下网商)

DOS and DON’TS for Foreign Brands

Foreign brands must try new strategies to revamp their presence and make their customers feel more understood. But what are the right strategies to adopt and what are the ones to avoid, when trying to represent China?

DOS

Some of the successful strategies used by foreign brands to adapt their products and message in China include:

• 1) Collaborating with Local Cultural Entities
• 2) Partnering up with Local Designers

L’Oréal and National Museum of China

In Spring 2018, beauty brand L’Oréal partnered with the National Museum of China to launch a limited collection of five lipsticks, inspired by the figures of five classical beauties of the Chinese ancient world. The concept for the campaign resembled visual themes of the Hanfu trend, an online born cultural movement that celebrates the splendour of classical China. The collaboration with a prestigious museum allowed the brand to be meticulous in its campaign design, avoiding dangerous historical misrepresentations.

Image Source: China Daily

Angel Chen X Adidas Capsule Collection

In 2020, Adidas chose to partner with an upcoming Chinese brand designer Angel Chen. The 2020 Angel Chen X Adidas capsule collection incorporated references to Chinese martial art disciplines, as well futuristic shapes and strong chromatic combinations. The collection featured bumblebee yellow as one of the main colors, taking inspiration from martial arts trainees’ robes. For Adidas, partnering up with a young Chinese designer who was praised on international runways, and who starred in a popular Netflix show, meant being able to catch both Chinese and non-Chinese consumers’ attention without exclusions. The first collaboration between the designer and Adidas proved to be so successful both in China and abroad, that a second capsule collection recently launched in February 2021.

Image Source: Adidas X Angel Chen (via Design Scene)

DON’TS

Putting a spin on local trends and traditions is more difficult than foreign brands might suspect. Some of the strategies that proved to be not to so successful include:

• 1) Using non-Mainstream Local Trends
• 2) Being Tone-Deaf to Traditions

Balenciaga and the “Tu Ku” Visual Reference

In August 2020, Balenciaga released four limited-editions bags for Chinese Valentine’s Day. The campaign visually reminded Chinese consumers of the “Tu Ku” style (土酷, literally “earth” and “cool”), a trend loosely based on rural population’s fashion. While the “Tu Ku” style is popular with a small part of Gen-Zers consumers, the majority still considers it “tacky”: hence the criticism of the flowery backdrops featured in the campaign’s images, but also of the bags’ front characters design.

Image Source: Marketing

Burberry’s 2019 Spring Festival Campaign

In 2019, the British brand Burberry came under fire for proposing a non-traditional Spring Festival campaign. The campaign, which featured a Chinese family in front of a urban background, was judged to be “out of touch” and not representative of the joyful spirit of the Spring Festival.

Image Source: Jing Daily

Outlook

Chinese brands have been rising in popularity with their domestic audience for the last years, acquiring a following in the younger segment of the population. The popularity of Chinese local brands is also proven by users’ engagement with online shopping festivals celebrating Chinese products.

While local brands have the advantage of mastering Chinese cultural and country branding, foreign brands have been often accused of not understanding Chinese tastes. However, several high-profile campaigns have shown that consumers reward foreign-local collaborations.

Importance of Customer Centric Strategy in Retail Design

5 Star Plus Series: Customer Centric Strategy

February 25, 2021

The needs of consumers continually shift in China’s retail market. It’s important for brands to pay attention and adjust their strategies to maintain their hold of the market. Brands need to think about how they can meet the needs and expectations of their consumers in a way that is adaptable in order to provide the brand stability in an ever-changing retail environment.

Image Source: Al Jazeera

Moving one year since the start of the outbreak in China, it is quite apparent to see the impact the pandemic had for consumers. Studies indicate that consumers have shifted their priorities which is reflected through the amount of overall consumption and the consumer’s shopping journey.

Why it’s important:

• ?A study by McKinsey showed that 14% of Chinese consumers will not shop at the same stores and 6% will not shop with the same brands that they used to prior to the outbreak.
• ?Offline sales in China fell by 50% at the peak of the outbreak and only recovered 37% in 2020 (Mckinsey, 2021).
• ?Customers have higher expectations and are more demanding after an economic downturn. Chinese consumers expect a customer centric shopping experience.
• ?Chinese consumers make up 35% of the luxury retail sector consumed globally(FW, 2020).

What this Means for Brands:

Chinese consumers have become a lot more self-aware after the initial impacts of a socially distant society were experienced in 2020. Their typical consumer journey was heavily impacted as a result. Suddenly consumers had to rely mainly on the digital end of retail to fulfill their daily needs. The key values of a brand that shifted in the beginning parts of the pandemic are as such:

• ?Experimenting: Some consumers started shopping online from different brands that they had not tried before. Due to the inability to go out and shop, consumers sought after available brands they could order from online. This expanded the reach of some brands, while other brands suffered for lack of digital presence. Overall, consumers continue to act less brand loyal than before.
• ?Quality: Consumers still demand high-quality items. Being able to try and return items worked for some. Seeing live-streams of real products allowed more consumers to see the quality. Ability to experiment using AI technology allowed consumers to virtually test the look and quality of items.
• ?Lifestyle: The outbreak caused many consumers to be more conscious of their health, which led to more purchases in certain sectors of the retail market.
• ?Purchases: Prior to the pandemic, many GenZ and young Millennial consumers did not pay much attention to their monthly spending habits. In fact, Chinese GenZ and Millennial consumers have the highest monthly disposable income in the world when compared to other consumers in the same age category. Most Chinese consumers in this age category live paycheck to paycheck. After experiencing the economic hardship caused by the outbreak, many consumers shifted their priorities to focus on spending less and saving more for the future.
• ?Time: Due to a high reliability on delivery services as a way to receive goods, the amount of time needed for delivery increased in the level of importance for purchase decisions. A consumer is more likely to order something for a brand that can deliver on the same day than a brand that needs more than 48 hours to deliver their order.

Understanding the Consumer Journey

The first step in providing a more customer centric approach requires the brand to understand the consumer journey in-depth. Understanding which journey its consumers are more likely to take in order to purchase from the brand, enables the brand to enhance the journey at the most important parts for their consumers.

Image Source: Mediapost

Tracking and analyzing up-to-date data of consumers is how a brand can begin to know more about its consumers. Real time data from social media, online sales channels, and offline sales channels, helps to gauge the overall level of customer engagement with the brand.

Brands that actively pay attention to customer engagement are able to adapt more readily when there are shifts in the market. They are also able to do it quickly, which creates a stronger customer engagement with their consumers compared to brands who don’t adapt as fast.

What this Means for Offline Retail

In an ever-growing digital world, it may seem as though offline retail is no longer an important part of the consumer journey. This is actually not the case when looking at China’s market. The total volume of offline sales have still not returned to pre-pandemic levels. However, it’s expected that these numbers will continue to recover in 2021 as the number of cases in China continues to remain relatively low.

Image Source: Marketwatch

Consumers still desire an experience that uniquely defines their consumer journey from others. Interaction with the brand, sensory engagement, and storytelling are just a few ways that consumer engagement can be increased. These ways are executed within the retail design of the store, pop-up space, and online channels. The main goal in mind is to provide their consumers with an engaging experience regardless of their overall consumer journey.

A Recent study by KPMG indicated high performing retail brands effectively utilizing a customer centric approach in their retail strategy (KPMG, 2021).

Image Source: 5 Star Plus Retail Design

These brands utilize different methods to drive the engagement of their consumers throughout the consumer’s journey both online and offline.

Customer Centric Retail Design

Image Source: Retail Design Blog

A successful retail store design in China includes a thoughtful layout of the customer flow, storytelling elements that create engagement with the brand and its products, interactive points that connect to other online channels of the brand. In the next article, we want to highlight some global brands that are ahead of the game when it comes to providing an excellently designed consumer centric retail environment.

Chinese New Year 2021: Creative Window Displays for the New Year

February 18, 2021

Spring Festival is a time to rejoice with one’s family and look forward with hope to the exciting opportunities of the New Year.

Celebrations for the Year of the Ox are also one of the most expected retail opportunities of this season, and big brands have carefully crafted their visual campaigns. In Beijing, like in the rest of the country, the windows of high-end and popular stores have dressed in a triumph of red and rich golden motives.

At 5 Star Plus, we know that creative windows design is crucial for retailers to communicate the perfect festive mood during Chinese New Year. Our design team has scouted popular shopping locations to bring you a gallery of exciting and creative window design examples.

Paper-inspired Designs

With historians dating the invention of paper around the second century BC in China, paper decorations hold a special place in traditional aesthetic. Paper decorations for the Spring Festival include symmetrical pattern paper flowers and red paper lanterns.

GAP

"Gap window display at SOLANA Blue Harbour Shopping Mall in Beijing"

The decal stickers remind of symmetrical paper cutting decorations to glue on house windows for good luck.

BOSS

"BOSS window display at China World Shopping Mall"

Lanterns originated in the Western Han Dynasty, more than 1,800 years ago. During the Spring festival people hang up red lanterns, which symbolize reunion, to create a festive atmosphere.

Fan-inspired Designs

Fans have a long tradition in China, dating back to the Shang Dynasty. Fans symbolize "kindness" and "good deeds", because the words "fan"扇 and "good" 善are both pronounced “shan”.

Chow Tai Fook

"Chow Tai Fook window display at SOLANA Blue Harbour Shopping Mall in Beijing"

Chow Tai Fook windows display is playful, with small size props in folded material that remind of Chinese folded fans.

Elegant Prosper

"Elegant Prosper at SOLANA Blue Harbour Shopping Mall in Beijing"

Folding white fans create the elegant structures making the background for EP festive red gowns.

Characters-inspired Designs

The designs inspired by lucky wishes for the New Year combine the beauty of Chinese calligraphy with the festive meaning associated with the words. Auspicious characters are usually written in black or golden ink on a red background, and often hanged to inside the house or at main doors.

Lacoste

"Lacoste Window Display at SOLANA Blue Harbour Shopping Mall in Beijing"

Lacoste celebrates the Year of the Ox with a blow-up of the character 福 (fú) signifying good fortune, blessings, and happiness.

Swarovski

"Swarovski Window Display at Taikooil Li Sanlitun in Beijing"

Swarovski chooses to incorporate the character 吉 (jí) to their Spring Festival campaign featuring Chinese actor Wang Yibo.

Spring-inspired Designs

Spring Festival also celebrates the natural recurrence of seasons, welcoming the vitality of Spring and leaving Winter behind. For this reason, flowers and fruits are often present in New Year designs: peonies, peach blossoms, and tangerines signify good fortune and represent future growth.

Ai Mer

"Ai Mer window display at SOLANA Blue Harbour Shopping Mall in Beijing"

The white and pink flowers give a festive and vivacious look to Ai Mer window design.

Atelier Cologne

"Atelier Cologne window display at Taikooil Li Sanlitun in Beijing"

The mandarins and tangerine plants decorating the space at Atelier Cologne are symbols of fertility and future prosperity.

Prosperity inspired Designs

Symbols for money and prosperity are a not so subtle but very auspicious decoration. Red envelopes are usually gifted during times of celebration, but during Spring Festival they are particularly dear to children (because they are said to keep them safe from the terrible Nian monster).

Cartier

"Cartier window display at China World Shopping Mall"

Cartier window display includes narrative elements of the brand’s representative panther playfully trying to catch one of the Red Envelops of the display.

Canali

"Canali window display at China World Shopping Mall"

Canali chooses to decorate their store windows copper coins, a traditional Chinese element that symbolizes wealth and prosperity.

Chinese New Year 2021: 3 Major Trends in Consumer Spending Behavior

February 9, 2021

The Chinese celebrations for the New Lunar Year attract unmatched attention from the rest of the world, and with the revenue of retail sales reaching 1005 billion yuan in 2019 it is not difficult to see why. Changes in Chinese spending habits during the Spring Festival can help foresee or confirm the next big consumer trends, as well as test the feelings of Chinese consumers towards specific products.

While limited parts of the country still endure virus-containing measures, experts have signaled that Chinese consumers still manifest a high spending desire for these holidays.

Three continuous trends that have attracted the interest of Chinese consumers during the last years:

• ?Food and Beverage
• ?Gifts and Decorations
• ?Foreign Luxury Fashion

Food and Beverage Products

Health and origin awareness have established themselves as major selling points for domestic and imported food products in the last years, with the Covid-19 pandemic accelerating this trend. In fact, many recent publications state that Chinese consumers are willing to pay more for “Farm-to-Table” healthy ingredients for their family reunion dinners.

Cherries: Thanks to various factors, this years’ cherries have dropped to half of their usual prices and provoked a shopping spree in Chinese consumers. Cherries, which are a common Spring Festival gift and signify prosperity, were declared in mid-January as the No.1 bestselling festive product on Tmall. However, the trend abruptly stopped, and fruit sales in general plummeted after imported cherries were found to have traces of the Covid-19 virus.

Image Source: Produce Report

Dongbei meat products: Always according to the JD List “100 Flavours of the New Year”, traditional meat products of the North East (Dongbei) seem to experience the favor of Chinese foodies. Consumers’ choices include the Harbin Red sausage and grassland mutton meat.

Image Source: Kejie Kuaibao Wang

Gifts and Decorations

To exchange gifts during Spring Festival is one of the core practices that make the occasion special. While both traditional and digital Red Envelopes remain the preferred gift to exchange between family members, consumer trends for gifts vary consistently according to the degree of acquaintance between people outside the family circles. However, traditionally festive items like the ones selected in the examples below could appear as timeless and always desirable.

Fresh Flowers: Due to a drop in prices, this year’s fresh flower markets have started their activities earlier in many Chinese cities. Flowers and plants to gift or to decorate one’s home have been reported to generate 800 million dollars last year only in Guangzhou, but with this year’s Covid-19 preoccupations the situation remains uncertain for the numerous flower markets opening all around China.

Image Source: China Daily

Forbidden City Press Almanac: According to JD, already in December almanacs and calendars launched by museums were enjoying a 450% increase in sales compared to the previous year. The Forbidden City almanac, printed by the Palace Museum in Beijing as a collectors’ edition, combines traditional Chinese prints of the Ox with the popularity of the product.

Image Source: JD

Foreign Luxury Fashion

Foreign luxury brands might still struggle to be recognized as genuine in their representation of the Spring Festival celebrations. In recent years, many brands have made efforts to localize their brand image through exclusive capsule collections and visual identity designs.

Gucci: The DORAEMON X Gucci collection taps into the nostalgia-driven cartoon imaginary of their Millennials and Gen-Zers consumers. The collection features the Manga character in either its usual blue or in a light brown ox costume to maintain this year’s theme.

Image Source: L’Officiel

Estée Lauder: The packaging and style of the new Estée Lauder capsule collection for Chinese New Year include golden peonies on a red background, as well as small customary gifts like keychains and an ox-shaped mini purse. The collection includes limited edition items, as well as some all-time favorites repackaged for the occasion.

Image Source: Global Cosmetic News

Changing Times

In the last decade, people have reported the feeling of Spring Festival traditions being diluted by the intense rhythms of modern life. So much so that the impossibility to go back home for the New Year celebrations and the longing to see one’s family has become a popular theme in seasonal advertising.

Apart from the hardships endured in 2020, this feeling might just increase during the celebrations for the arrival of the Year of the Ox. With many Chinese people deciding not to return to their native cities and villages due to the Covid-19 persistence in 2021, the question of how Chinese consumers are going to spend this year's Spring Festival is all but obvious.

Partial References

• Technod Insider

• Yican Global

Importance for Luxury Brands in China to Adapt their Strategy Quickly

January 28, 2021

Covid-19 created an economic downturn that ultimately exposed the weaknesses of some retail brands in China. It also brought opportunity for brands to explore new avenues of retail storytelling and create a stronger digital presence. It’s important for luxury brands to understand the changing ecosystem in China and how they can adapt their strategy to stay stable in China’s market in the long run.

Image Source: Aljazeera

Throughout 2020, many brands in the luxury sector experienced significant growth in China. In fact, the luxury sector had a consistent level of growth compared to other global markets. This is something that is expected to continue over the next decade. Spending power of GenZ consumers accounted for more than 40% of the luxury sector (Chozan, Statista). This spending power is due to half of all consumers in this age category holding a university degree and strong confidence for the future, enabling them to spend a large portion of their monthly income. Though, Covid may have shaken their confidence, they still hold a strong presence in the luxury sector.

Image Source: Chozan

Understanding how to connect with these consumers can be a challenge for some brands. When looking at China’s market, it should be understood that Chinese consumers are different from Western consumers. Their understanding of a brand and its products goes deeper. They look at the whole picture to understand a brand and highly value the story behind a brand and its products. If the consumer does not feel a connection to the brand they will not buy its products.

Image Source: East West Bank

One of the biggest shifts in China over the past year is mainly due to a stronger focus in domestic spending. With strict requirements for exit and entry, international travel is not an option for most consumers. Due to this, local tourism and travel saw a boost throughout the second half of 2020 as the number of cases continued to stay at a very low number. Destinations like Sanya, in Hainan province saw a huge uptake in domestic travel. Special administrative duty-free shopping zones enabled consumers to buy luxury goods at tax exempt prices. This led to an overall increase of more than 90% in luxury consumption in Sanya since October 2020 (Bain & Company).

"International Duty Free Shopping Complex in Sanya, Hainan Providence, China"

Image Source: China Daily

While the world continues to wait for things to go back to ‘normal’ or pre-covid shopping habits, it’s important for brands to make the changes needed to be successful in China’s market. As it’s been written many times before, brands need an omni-channel strategy, and more importantly at the present, a strong overall digital strategy. There are four key points that are important to building an effective digital strategy for Chinese consumers.

• ? Brand Storytelling
• ? Consumer Engagement
• ? Relevant Content
• ? KOL Strategy

The most important factor that will help bring brands success in their digital strategy is adaptability. Trends can come and go quite quickly, therefore, it is extremely important to find a strategy that can be adapted easily and fast. Having a strategy that enables the brand to have real time brand and ROI management is important for being able to adapt. As for the other basics, a well researched plan and a clear understanding of target consumers and their characteristics is an important factor in building this plan.

In order to integrate online channels into a strong overall digital strategy, it is also important to connect these strategic points to the physical retail store. Consumers want experience, they want to feel unique and stand out in a mass market, and they want it to feel personal to them. There are four key ways to achieve this in retail design.

• ? Digital integration points that connect to online channels
• ? Pop-up stores
• ? Customizable products in stores
• ? Storytelling elements

Omnichannel shopping is shifting retail strategy in China. A study by McKinsey in 2019 showed that 85% of consumers utilized both online and offline channels to purchase from a brand. Making further adjustments to adapt the overall strategy quickly is an important factor for creating long-term stability and success in China’s market.

Color of the Year 2021

January 25, 2021

Last month, Pantone announced their pick for 2021’s color of the year. Ultimate Gray paired with Illummante, a soft and inviting yellow. The two colors paired together symbolize strength, optimism and overall positivity after a year that was filled with challenges beyond expectation.

”Illuminating & Ultimate Gray” – Pantone

Image Source: Pantone

Ultimate Gray symbolizes the connection to strong materials found in nature. Rocks, pebbles and other stones help us to build structures with a solid foundation, which provides a place for mankind to seek shelter, find protection, and build a community. On the other hand, Illuminating yellow complements Ultimate Gray bringing in an added warmth to the space. This warmth helps to create a cheerful atmosphere meant to inspire creativity, bring joy and an overall feeling of hope. The main theme behind these “ultimate” and “illuminating” colors are to bring people together and feel renewed as we embark through the unpredicted events that will unfold later in the year.

Image Source: Architonic

Image Source: Arch Daily

Complementary to Pantone’s color of the year, PPG recently identified their colors of the year full of neutral tones. The three colors they chose, “Transcend”, “Big Cypress”, and “Misty Aqua” are meant to draw a bigger focus on the mind, body, and spirit of consumers by putting a stronger focus on embracing mindfulness, and intention. The neutral tones of their 2021 palette are meant to create a comfortable environment and reinforce the ideas of sharing compassion and optimism. Benjamin Moore chose “Aegean Teal” as their color of the year. Again, they too also hope to create a nourishing environment for the spirit with this comforting balanced mid-tone.

”2021 Color Palette” – PPG

Image Source: PPG

”Aegean Teal” – Benjamin Moore

Image Source: Benjiamin Moore

As we enter into 2021, shoppers can expect to see these colors appear in stores across the world, from products that line the shelves, to window display design, to retail store design itself. After a year filled with unexpected scenarios, creating comfort in an uncertain environment is just one thing these colors promise to bring consumers.

Pop-Up Stores’ Adaptable Exclusivity
5 Star Plus Series: Adaptable Retail Design

January 21, 2021

Adaptable retail design is an effective tool to call for consumers' attention in an information-saturated retail environment. In this series we have examined traditional retail strategies that include adaptable design examples and how customizable elements in retail design have contributed to modernize retail spaces.

The four main elements that can be easily customized in-line with seasonal promotion are:

• 1) Fa?ade Design
• 2) Interactive Experiential Points
• 3) Product Displays
• 4) Pop-up Stores

The need to entice and bewilder customer with new experiences has brought retailers to seek new solutions and courageous design integrations. After focusing our attention to the products and the best adaptable product display designs, in this fourth part of the series we are going to explore the popular phenomenon that has characterized the last years of design: Pop-Up Store.

Pop-Up Stores

Pop-Up Stores are the adaptable retail design elements par excellence. It uses the surprise effect of ‘popping-up’ almost announced, to attract customers, and are easy to set up and dismantle thanks to its short-term nature.

In the last decade, Pop-Up stores have taken the brick-and-mortar environment by storm, galvanizing customers, and answering to the specific need for novelty and excitement. These special spaces are usually set up in busy locations, where the foot traffic can maximize the brand’s exposure. For example, Pop-Up Stores in China tend to appear in malls: this allows brands to strictly follow local regulations, but also to address the right demographics and benefit from the lively commercial environment.

By being expositions limited in time, these stores provide customers with a feeling of exclusivity: a Pop-Up Store is usually present for only a few weeks, and it appeals to customers’ “Fear of Missing Out”.

Goals of Pop-up Stores

Pop-Up Stores have revolutionized retail spaces. Their main goals fit perfectly with brands’ needs in the crowded retail space.

• ? Increase brand awareness: leave a positive lasting impression on customers, amaze them into try something new.
• ? Focus on experience: create a connection with the brand, promoting new products through tailor-made experiences designed for the occasion.
• ? Provide ‘massclusivity’: maximize attention and foot traffic, while still providing a feeling of exclusivity to customers.

2019 Spring/Summer Collection, Tory Burch

For the launch of their 2019 Spring/Summer collection, Tory Burch displayed an experiential pop-up store in Shanghai Kerry Centre Shopping Mall. The pop-up store was placed in a large atrium not far from the brand’s main boutique. Customers were invited to travel virtually through the holiday fantasies inspired by the collection’s moods and prints, allowing the brand to reinforce their image and promote the launch. During the visit, customers also had the possibility to play touch screen memory card games designed to show the prints and colors of the season’s collection, and winners were then redirected to the brand’s boutique to collect their prizes.

Image Source: Windowswear Awards

Image Source: Valiram

2020 Absolue Gold Power, Lanc?me

Between the end of 2019 and the beginning of 2020, Lanc?me chose Sanya International Duty-Free Shopping Complex in Hainan to set their new Pop-Up Store experience. The space was a celebration of the brand’s new Absolue soft cream, with the design taking inspiration from the French rose scent of the cream. The widespread installation interested the outdoor area, decorated with hundreds of pink roses surrounding a golden Lanc?me jar. The indoor installation included golden finishing and 3D screens, as well as a vast selection of skincare products, skincare professional consultants, and exclusive offers only for Sanya International’s guests.

Image Source: DFNI Frontier

Image Source: Inside Retail Asia

Launch of 2020 Pre-Autumn Collection, Bottega Veneta

The Invisible Store proposed by Bottega Veneta was undoubtedly one of the most discussed Pop-Up Store example of the last years. The installation was presented at Plaza 66 in Shanghai, and it used 3 meters high mirror panels to enclose an area of 100 square meters. The visual illusion created by the panels wowed customers and prompted them to share their experience on social media. The store successfully attracted customers into discovering more of the pre-Autumn Bottega collection, which featured leather entry level products for new customers, and ready-made apparel for both men and women.

Image Source: Wallpaper*

Image Source: WWD

Benefits for Brands
Pop-Up Stores provide a window for customers to peek through and get a taste of the brand’s new collections, but they also have strictly practical benefits for brands:

• ? Testing the market: collect data on customers’ reactions and preferences.
• ? Redirect customer: lead customers to the nearby store to complete their retail journey with a purchase.
• ? Increase sales: use the exposure to enhance the likelihood of successful sales.

Overview

In the Adaptable Retail Design Series, we have covered the best practices for featuring versatile elements into brick-and-mortar store design. The adaptable elements in design can help amplify the novelty effect of new products or product lines releases. This can drive more traffic to the main retail locations and increase sales.

The challenge for the future of Adaptable Retail Design is to measure its current sustainability and rise to the challenge of a world where recycle takes the place of disposal.

Singles’ Day vs Black Friday

December 25, 2020

Singles’ Day and Black Friday are without a doubt the biggest online shopping campaigns in November. Singles’ Day targets Chinese consumers while Black Friday, originally from the US, now reaches consumers across the globe.

Both campaigns rely on online marketing in order to further engage their existing and potential customers. Regarding digital marketing platforms, brands have to know their target audience, what platforms they use and what content resonates with them the most. Brands also have to be aware of the limitations huge online campaigns can have. Even though Singles’ Day promotions sound like the perfect occasion for foreign brands to promote their products in China, there are a lot of requirements that are important to consider, from having a sufficient amount of the product, to ensuring perfect logistic and local customer services.

Singles’ Day, the Celebration of Being Single

Singles’ Day takes place on 11.11 or double 11 to represent solo living or being single. In 2009, Alibaba’s Tmall promoted Singles’ Day for the first time by creating a connection between Singles Day and online shopping. Consumer spending grew 0.83 billion USD to 74.1 billion USD on Singles’ Day between 2011 and 2020 making Singles’ Day the biggest online shopping campaign in the world.

In China brands need to begin preparation for major ecommerce holidays like Singles’ Day, approximately 2 months prior the campaign. 2 weeks before the big day brands start to create buzz.

In the recent years, live-streaming featuring KOLs were very popular on Taobao Live. This year more than 15 million USD in sales were generated by only 30 live-stream channels. The two biggest KOL names are Viya, a queen of Chinese live-streaming, who reached a record breaking 37m views and Austin Li, who sold 15,000 lipsticks only within 5 minutes last year. Global stars also participated in this year’s promotions. Taylor Swift collaborated with Viya to launch her exclusive collection on Tmall while Miranda Kerr promoted her own skincare products with Chinese KOL Cherrie. Another huge sensation was Cartier’s first live-streaming where they showcased a necklace worth 28.3m USD, and reached over 800k viewers.

" Kim Kardashian collaboration with Viya in 2019 "

Image Source: China Film Insider

" Tmall Global Walk of Fame "

Image Source: Alizila

Not only Chinese and worldwide famous stars could generate views this year. Some of the most unexpected live streamers were: farmers, blacksmiths and chefs who promoted their products and companies.

" Unlikely live streaming stars. The lady on the left made huge pancakes for hours to showcase her company’s corn flour. "

Image Source: Hylink presentation

Black Friday, the Start of the Holiday Season

Black Friday is one of the most profitable days of the year for retailers and businesses. However, the pandemic had an effect on shopping habits of US consumers. During this year’s Black Friday people stayed at home, avoiding large crowds and used the more convenient online purchasing options. According to Adobe Analytics, consumers spent 9 billion USD online which was an 21.6% increase compared to last year. Curbside pickup increased by 52% as well.

" Customers queue outside Bath&Body Works during Black Friday "

Image Source: CNBC

Retailers knew it way before November that revenues wouldn’t be the same if they stuck to their typical strategy for Black Friday. Instead of door-busting discounts, major players in the industry spread discounts throughout November and launched online sales events in October.

When it comes to digital marketing platforms, Western users love Instagram Stories. GAP resized its Facebook advertisement video to fit the Stories format. The result was an attention-grabbing video with dynamic movement and happy people showcasing GAP clothes.

Another trendy twist was the cross-platform nods, where brands took a specific format of a platform and posted it on a different one. Blenders eyewear smartly used a popular TikTok “Wipe It Down” challenge and then posted the video on Facebook.

Image Source: Blender’s Facebook page (left) and Lululemon’s Instagram (right)

Lululemon posted an unconventional yet very strong and emotional video on Instagram right before Black Friday. Instead of colorful ads and promotions they decided to let their brand ambassador to create a video reflecting to the difficulties of this year with soft background music and narrative.

Singles’ Friday

Ecommerce sales is all about highs and peaks both in China and in the West. The goal for every retailer is to make the most of the highs and prepare everything according to the marketing strategy in the peaks or as this very challenging year showed us, adapting to the situation quickly. Knowing the latest digital marketing trends, creating unique content, and featuring influential people in the advertisements are the main ingredients for a successful online shopping campaign everywhere.

Visual Merchandising and New Adaptable Displays
5 Star Plus Series: Adaptable Retail Design

December 22, 2020

Highly adaptable elements in retail design can be a constant source of attraction for customers. They can amplify the novelty effect of new products or seasonal promotions, catching customers’ attention from afar with excellent fa?ade adaptations, or increasing their level of engagement with the brand using interactive experiential points.

The four main elements that can be easily customized in-line with brands’ promotion are:

• 1) Fa?ade Design
• 2) Interactive Experiential Points
• 3) Product Displays
• 4) Pop-up Stores

Part one of this series has introduced how excellent fa?ade designs can help attract customers from the street into the store. Part two has focused on how brands have improved customers’ participation and in-store experiences through interactive points.

In this third part of the Adaptable Retail Design Series, we are going to re-focus our attention on the products and provide excellent examples of adaptable product displays.

Putting Adaptability in Product Display

Product displays come in various formats and with the ability to fulfill various needs in the retail space. The two types of product displays used to fulfil different needs are exterior and interior displays. Exterior displays provide customers with a clear signal that new products are available. Interior displays enhance the retail space providing consumers with a pleasant visual experience.

While the main composition techniques have maintained their best practices throughout the past century, innovations -such as artificial lighting, new materials, and new promotion channels- have shaped the development of product displays. Modern product displays are adaptable to the fast-pacing retail calendar and easier to customize following the brand’s identity and aesthetics.

The strength of visual display strategies is that they communicate with the customers in a “silent” but effective way:

• ? Showcase the product at its best: make the products shine and highlight their details.
• ? Change the conformation of the store: impress customers in a time/cost-effective way.
• ? Highlight brand aesthetics: communicate the brand values and aesthetics through visual channels.

Window display – 2020 Autumn/Winter Collection, Yang Maoyuan with ST. JOHN

In November of this year, American luxury brand ST. JOHN unveiled their latest seasonal window display for the Shanghai boutique. The display, designed in collaboration with Chinese artist Yang Maoyuan, interprets in visual terms the concept of “Venus” and embodies the modern elegance of the brand’s last collection. The display uses black and gold colors that complement the new collection’s bold animalier print.

Image Source: LinkedIn 复星时尚 Fosun Fashion

Interior Modular Components – Hermes 2020 Autumn/Winter Collection

The Hermes 2020 Autumn/Winter collection display for their Shanghai location combines minimalist design with colorful backdrops. The tables and modular components are equipped with semi-visible wheels, allowing for a quick reshaping of the space at need. The display format communicates the artistic value of the product, as well as the high quality and the refined image associated with the brand’s identity.

Image Source: China Daily

Mannequins – Hiroshi Fujiwara for Moncler’s “Genius Collection”

Livestreams are a new promotional channel for brands in China, and product displays are becoming important to add tridimensionality to these events. As part of the ongoing “Genius Collection”, in June 2020 Moncler launched its new line designed by Hiroshi Fujiwara in a one-week marketing campaign. The launch included a livestreaming event for the Chinese public, welcoming attendees in various settings including a white futuristic room. The presence of Moncler’s ambassador Song Qian helped viewers connect with the brand, but the mannequins displaying the new Moncler fragment line helped customers envision the outfits, getting a clearer idea of how the products would fit.

"Understanding your target customers for successful online lead generation"

Image Source: Weibo 北京时装周官微

Point of Purchase Display – Bulgari “Serpenti” Prelaunch for China Duty Free Group and Luxottica

In 2019 Luxottica partnered with China Duty Free Group to host the prelaunch of Bulgari’s sunglasses line “Serpenti” in various locations. The collection featured a tailor-made point of purchase display perfectly sized to fit the limited retail space. The display’s area was emphasized by a small black rug, and the campaign’s signature colors made the POP display stand out from its surroundings. The crystal encrusted sunglasses were orderly arranged on three asymmetrical table displays, while a small mirror invited customers to try on the new line.

Image Source: Hunter

Whether presenting a new line, a prelaunch, or the opening of a new store, adaptable product displays have several benefits for brands: Key Benefits for Brands

• ? Increase foot traffic: adaptable product displays can help drive more traffic to the store and draw customers in from the streets.
• ? Boost excitement for new products: excellent examples of product displays can increase the appeal of the products and leave a long-lasting first impression on customers.
• ? Increase sales: product displays can their capacity to envision themselves using the product and enhancing the likelihood of a successful purchase.

Outlook

Visual merchandising practices have been part of retail strategy since the birth of modern brick-and-mortar stores. Product displays have curbed a role for themselves, putting products under a spotlight: the right product display calls for customers’ attention on specific products and lines, but also complements the interior design of a store beyond functionality.

In the last article of this series dedicated to Adaptable Retail Design, we are going to focus on one of the protagonists of the last ten years: Pop-Up stores.

Celebrate the Holiday Season at Gubei Water Town – Designed by 5 Star Plus

December 21, 2020

5 Star Plus Retail Design helped create a wonderfully warm and welcoming environment for the holiday festivities at Gubei Water Town. Located to the Northeast of Beijing, Gubei Water Town is a historical village reconstructed to showcase a traditional Northern water town around 150 kilometres from the city center.

Image Source: 5 Star Plus Retail Design

This year’s decorations were inspired by a Christmas storybook. The idea was to create an environment that showcased a traditional European style Christmas. Different inspirations were taken from the classic story of the Nutcracker. Guests can walk into the storybook and experience the tale from the perspective of a character.

Image Source: 5 Star Plus Retail Design

Other features around the Water Town feature festive lights and classic statues of reindeer and Santa Clause. We were happy to create such a magical environment for guests to enjoy for this year’s holiday celebration. The decorations will stay through the end of December.

Image Source: Gubei Water Town

Special thanks to the Gubei Water Town board for organizing a fun holiday celebration!

Image Source: 5 Star Plus Retail Design

The Versatility of Interactive Experiential Points
5 Star Plus Series: Adaptable Retail Design

November 30, 2020

Adaptable retail design is part of brands’ excellent strategies to maximize the effect of seasonal promotions. Brands benefit from using adaptable retail design to engage loyal customers and attract new ones with eye-catching new designs, new themed experiential points, and on-brand exciting temporary elements.

The key importance of adaptable retail design becomes crystal clear in the context of Chinese retail market, where brands are constantly competing to attract customers’ attention and provide long-lasting shopping experiences.

The four main elements that can be easily customized in-line with brands’ promotion are:

• 1) Fa?ade Design
• 2) Interactive Experiential Points
• 3) Product Displays
• 4) Pop-up Stores

Part one of this series presented three examples of excellent customized fa?ade executions for the Chinese market by globally famous luxury brands. Part two will dive into the topic of interactive experiential points, as temporary in-store spaces invite customers to engage with a new product line in a more personal and impactful way.

Benefits of Experiential Retail

Experience-based retail has been affirming its role more and more in today’s crowded global marketplace thanks to its customer centric approach. Experiential retail focuses on building a closer connection between customers and brands, as well as, providing strong inputs to develop an emotional connection to the product. Customers have been increasingly valuing the in-store and online experiences brands can provide, thanks to the high level of personalization and long-lasting impressions of new products and services.

Experiential retail can help brands optimize and enhance three fundamental steps:

• ? Customers’ participation: experiences increase both duration and quality of customers’ visits, as well as customers’ participation levels.
• ? Product knowledge: engaging customers in experiencing the product’s features firsthand helps educate customers on product qualities and brand-new features.
• ? Brand awareness and brand loyalty: experience-based interactions can enhance the customers’ brand awareness, as well as increase trust and service satisfaction to build brand loyalty.

Interactive Experiential Points

Interactive experience points are spaces in the store offering customers experiences that are both functional and entertaining. These spaces can engage with customers’ senses and stimulate curiosity towards seasonal products or launches of new lines and designs, but also offer a deeper level of interaction and go beyond immediate needs and wishes.

Especially in China, experiential points have proven themselves to be a useful tool to remain relevant and to adapt brick-and-mortar stores to the latest trends and innovations. Creating interactive experiential points can provide an in-store space to host popular Key Opinion Leaders (KOLs) events that will draw online fans and curious by-passers in the store, or digital immersive experiences that will impress tech-savvy Chinese customers.

WeChat integrations – Burberry 2020 “Social Retail Store” Opening

In July of this year, Burberry opened their new “social retail store” in Shenzhen with an exclusive partnership with Tencent. The store tech integrations are powered by a WeChat mini-program that allows customers to book fitting rooms, access exclusive items and additional on-brand experiences as “The Trench Experience”, as well as scan QR codes on items to gain more information on the product. This new store’s integrations render the store incredibly flexible and will grant the seamless adaptation of the space for any of the brand’s future collections and new designs.

Image Source: Frame

AR Smart Mirrors – Swarovski 2019 Chinese New Year

In 2019, Swarovski Store in Chengdu opened its doors to customers with new interactive experience points. The store displayed interactive screens, presented as Swarovski crystal framed mirrors and equipped with front cameras and control panels. Through these interactive mirrors, customers could “try on” any piece from the brand’s jewelry new collection appropriately themed for the Chinese New Year. In addition, the interactive mirrors allowed customers to take pictures with Swarovski stickers and share them with friends.

Image Source: Weibo @SWAROVSKI施华洛世奇

KOLs/Brand Ambassador Events – KAPPA 2018 Autumn/Winter Collection

In 2018 Kappa presented their new 222 Banda Autumn/Winter collection with a live event in their Xi’an store. The event saw the participation of the brand ambassador and popular actress Zhu Xudan, who interacted with customers with quizzes and other entertaining activities, rewarding the fans of the brand with gifts and prizes. The brand’s strategy for the new collection launch also included a live event in their Beijing location, which saw the participation of various popular KOLs and reached 39.7 Million views on Weibo, boosting the brand’s online presence and driving in-store traffic.

Image Source: Sohu

Exposition Displays – Huawei 2020 Smart House Floor

For the opening of their new Shanghai flagship store, Huawei has adapted an entire floor to showcase their latest innovations in Smart House technologies. On the second floor, customers can live the experience of various domestic settings, including a home gym where they can monitor their heart rate on the treadmill connected to a Huawei smartwatch. The exposition is fully immersive and provides a truly personalized experience, which will allow customers to picture themselves in the environment and guide their purchase decisions.

Image Source: Huawei

Key Benefits for Brands

Brands can benefit from creating interactive experiential points to promote new launches and seasonal products in three ways:

• ? Create reusable stations: interactive experiential points can be temporary or permanent, and they can be used to draw attention to one or more seasonal promotions and new launches.
• ? Connect with key market segments: brands can showcase their tech affinity and attract key target groups like Gen-Z and Millennials. KOLs and Brand ambassador events can also help connect with younger generations and drive both online and in-store sales.
• ? Expand promotions reach: customers will share their experiences through their social media channels, creating a loudhailer effect and maximizing promotions’ reach.

Outlook

Interactive experience points are highly adaptable ways to display different collections and seasonal promotions throughout the year. WeChat integrations, smart mirrors, KOLs events, and exposition displays can bring all the benefits of experiential retail customer-brand connection and increase brand loyalty.

In the next article of this series dedicated to adaptable retail design, we are going to focus on ways brands can magnify the impact of their products on customers using adaptable product displays.

SSEF 2020 in Review: 5 Star Plus Retail Design Highlights

November 25, 2020

At this year’s 10th Sino Swiss Economic Forum 2020, the topic focus was called Together for a better future – smart & sustainable and highlighted the efforts of businesses in the Sino-Swiss community. 5 Star Plus Retail Design participated in the forum to add to the discussions and share about the company’s sustainability efforts.

Image Source: 5 Star Plus Retail Design

The forum took on a different focus and format due to the unusual situation faced around the globe. This enabled the participating companies to partake in more in-depth conversations throughout the year on a multitude of topics. The final event took place on November 20th at the Four Seasons Hotel in Beijing with a Panel discussion and gala dinner.

Image Source: SwissCham.org

Our Client Manager & Marketing Coordinator, Samantha Chalmers, was invited to be a part of the SME panel and share insights on sustainable efforts in the retail design industry. She also touched on the sustainable efforts of 5 Star Plus Retail Design and the key sustainable considerations we take into account when it comes to design and execution of our projects. The panel discussion was led by China’s leading anchorwoman for international broadcasting for CGTN, Tian Wei.

Image Source: SwissCham.org

Image Source: 5 Star Plus Retail Design

5 Star Plus Retail Design also acted as proud visual sponsor at the event. As visual sponsor, 5 Star Plus Retail Design developed the event's visual identity including the design of the key visual, backdrop, menu, tickets, and signage, among others. The creation of a festive atmosphere was important; further inspiration for the event design concept was the optimistic outlook for a better future. Overall, it was inspiring to hear from other companies and share our insights towards future sustainable goals in China’s market.

CIIE, FHC and ProWine 2020 in Shanghai: Review by 5 Star Plus


November 19, 2020

November is a busy month for events in Shanghai. It marks the kick-off of the China Internal Import Export (CIIE) Exhibition. This was the 3rd year for the expo to take place and it was quite different from previous formats due to the safety pandemic prevention measures.

Image Source: 5 Star Plus Retail Design

CIIE featured an impressive turnout of both Chinese and international companies coming from a variety of sectors including consumer goods, technology, and food products. Apart from brands that have exhibited in years past, there were a number of new brands eager to showcase new products ready to enter the Chinese Market.

Image Source: 5 Star Plus Retail Design

Following CIIE, is the annual China Hotel and Food (FHC) exhibition, which takes part in conjunction with the ProWine exhibition. These expos feature F&B products and other industrial goods related to F&B. While the show was slightly smaller from last year, there was positive growth in the presence of domestic brands.

Image Source: 5 Star Plus Retail Design

Overall these three exhibitions served as a valuable opportunity to bring global companies and industry experts together in order to better share insights, exchange information, and showcase their latest products and services.

Closing the Circle with Technology Integration
5 Star Plus Series: Excellent Retail Design in China

October 29, 2020

Retail stores are an important tool for marketing a retail brand to consumers. From the outside in, consumers need to be attracted to a retail store in order to effectively have an experience that will resonate and entice them to purchase more goods, and become more loyal to the brand as a whole. Incorporating technology into the design of retail store can enhance design elements, while also bringing customer experience to the next level as they explore the retail space. Technology integration also helps to close the circle in the omnichannel ecosystem.

Key Goals of Retail Design

Retail design starts with a concept that achieves key goals for the brand. While the specific goals vary for brands, there are four key design goals that should be keep in mind of retailers which include:

• ? Technology integration
• ? Brand Story
• ? Attractive retail window displays
• ? Retail experience

When combined into retail design, achievement enables retailers to successfully increase brand awareness and sales.

A Connected Retail Experience

Technology has become an integral part of daily life, and even more so in the retail landscape. It’s important for brands to utilize this daily dependence of their consumers as a way of building a deeper connection to their brand as a whole. Technology integration can be used in many ways from a stronger and dynamic display, interactive store elements, and eye-catching, movable design elements. Designers can play with technology integration as a way of attracting the eyes of consumers to key focal points that help to better market a brand and its story.

Other points of technology integration are a bit more obvious, and can tie more strongly towards having a strong new retail design. This type of technology integration enhances the consumer’s overall retail experience, and can also allow them to learn more about a brand’s story in a more unique way.

A great example of this is the American footwear brand, Nike. This brand has a strong presence worldwide, from retail stores to integrated omni-channel experience, customers follow a complete brand journey regardless of market. Today we highlight one of their recent most innovative retail design concepts that focuses on new retail strategy. Nike ‘House of Innovation’ is their latest concept that has three locations around the world in New York City, Shanghai, and their most recent opening in Paris.

Image Source: Frame

Nike ‘House of Innovation’ started in 2018 with the opening of their new flagship store in New York City with the launch of their House of Innovation 000 marking it as the first location in the world to follow their new retail model. The large flagship store features the latest products and customizable experience zones with a unique Nike ‘Speed Shop’ stocked with items that are in high demand for that particular location, which is based on their data sources.

Image Source: Nike

Seamless connectivity with Nike’s mobile app allows customers to scan mannequins, view products and available sizes, try them at a reserved dressing room, and even purchase online for delivery later. Instant check out stations located throughout the store enable customers to make faster purchases as well.

Image Source: Frame

Their second house of innovation opened last year in Shanghai. This three story flagship store features a pretty similar set up to their House of Innovation 000.

Image Source: 5 Star Plus Retail Design

Adaptable displays allow them to adjust the design style depending on the promotion of goods. As of October 2020, Nike’s Shanghai store is focused on the promotion of their shoe line worn by famous basketball player Lebron James.

Image Source: 5 Star Plus Retail Design

Many displays break down the physical make up of each material that goes into making the shoe perfect. Other displays create excitement by relating it back to Lebron. The central experience point incorporates technology into a hybrid experience by enabling customers to try on a pair of the shoes in their size and take the challenge on an LED enhanced basketball court. If the customer successfully completes the challenge, their stats are displayed periodically between promotional videos on a screen that can be seen from every level of the store.

Image Source: 5 Star Plus Retail Design

Other technologically enhanced points include dynamic lighting elements added to the mannequin platforms, shelving, mirrors, and store map itself. Other interactive features can be accessed by use of the Nike app while shopping in the store.

Image Source: 5 Star Plus Retail Design

The year 2020 has put a strain on many industries, including the retail industry. This did not stop Nike from opening their House of innovation 002 in Paris this past July. Though the method behind shopping in-stores has changed, Nike’s retail strategy was unknowingly capable of undertaking such a change. Technology interaction points that allow customers to control how much physical interaction they have with clerks, and merchandise enables the customers to control their shopping environment while also complying with new safety measurements required post-pandemic.

Image Source: Nike

Overall, Nike’s House of Innovation concept design is just one of many concepts they have rolled out in recent years to better meet the needs of their consumers in a new retail age.

Excellent Retail Design in Review

Throughout the series we have taken a look at four retailers with a presence in the global market to see how they successfully implement the 4 key goals of achieving an excellent retail design.

• ? Adidas: Attractive window displays are an important factor of grabbing the attention of consumers and getting them through the door to experience, learn about the brand, and purchase products.
• ? Hermes: Providing consumers with a tailored, memorable, and unique experience is an important part of creating a strong brand loyalty of consumers.
• ? Timberland: Expressing the story of the brand enables consumers to better understanding of the quality of the brand and its products.
• ? Nike: Integrating technology into retail design allows for the combination of all three elements and creates a shopping experience most desired by consumers.

Achievement of the key design goals creates success for brands in a highly competitive global market.

Digital Content Marketing in China


October 28, 2020

The key for successful digital marketing is having quality content that is both informative and entertaining. In China, it plays a particularly huge part in influencing potential new customers as well as keeping the existing ones. Brands usually expect a high and fast return on their digital marketing investment and in order to reach that goal they have to create personalized content for each specific market, suitable for each different platform.

What is the Goal for Content Marketing?

There are 3 target points when developing a digital marketing strategy:

• ? Generating a buzz for the brand or product.
• ? Driving sales to online and offline channels.
• ? Promote specific products.

Image Source: Brotzeit official Wechat Channel

Content created by brands needs to be in line with their existing positioning of brand elements. This means that content connects to the brand story, builds from consumer experience with the brand, and ultimately increases brand recognition and visibility on the platform. A digital marketing strategy needs to connect to the overall retail strategy. The most successful international brands create their content around a positive, strong message, like the happiness of Coca Cola, the independent, unique mindset of Apple, or the hard work and dedication of Huawei.

Social Media Platforms in China

The platforms that can be used for digital marketing campaigns are completely different from the Western ones; instead of Facebook, Twitter, Instagram, or Google, brands utilize WeChat, Weibo, and Douyin. They all have their own specifics and the content posted on them varies regarding the style and their target audience.

• ? WeChat: This is one of the most useful apps in China. Users can chat, browse, pay, and read about their favorite brands and updates. Brands can publish their company details, articles with text, video, and pictures, share promotions throughout their official accounts, mini-programs and moments feed.
• ? Douyin: Originally, the app was used among millennials to share fun, short videos but nowadays brands can make the most out of this platform as well by creating brand-specific challenges, using product placement and KOL promotion in their videos. This platform is similar to its Western counterpart, TikTok.
• ? Weibo: Literally translates to microblog that allows users to share short updates with a 140 character limit. The platform offers similar functions as the combination of Twitter and Facebook and allows brands to host their official account, connect with other users while promoting the brand.

Image Source: Tim Hortons

Marketing Platforms in Use

One example of a successful WeChat campaign was Yves Saint Laurent’s ‘Kissing Habits’ survey. It captured users’ star sign and gender and then it created a personalized lipstick recommendation from their latest collection. The second part of the campaign was ‘A Time To Kiss’ mini-films. These short films featured the love stories of couples with a theme of lipstick color. In order to encourage proactive participation in the campaign, they extended its reach by letting customers tag their friends for a chance to win a lip gloss.

"China: This Week In Digital Luxury Marketing"

Image Source: Jing Daily

The general direction for successful marketing campaigns on Douyin is to create an innovative, trendy video and to participate in challenges. Haidilao, a hotpot chain restaurant successfully combined elements of offline and online marketing. When Douyin users order their special DIY recipes, the delivery staff bring a special hot pot set to change up their hot pot experience. Users posted their hot pot videos on Douyin together with a number of KOLs to boost the campaign. The result was more than 2,000 videos and more than 50 million views in total.

"Douyin Marketing Guide: 7 Examples of Successful Douyin Marketing Campaigns"

Image Source: www.walkthechat.com

When Starbucks released its special limited edition “Cat paw” cups, they used Douyin, Weibo, and Xiaohongshu as a marketing tool for the pre-launch. The social media presence generated high discussion volume and excitement for the actual launch.

Wagas is a Western-style restaurant serving healthy food. It was founded in Shanghai and has restaurants in more than 10 cities all over China. Their social media presence is remarkable. They are consistent in building up their healthy lifestyle brand both on WeChat and Douyin. Aside from their more informative postings, they never forget about their younger followers and create videos with dancing challenges.