Being a new brand in China, the interior and store design needed to convey the essence of the GL brand, its French and Parisian heritage and re in-enforce the sense of it being an established European brand - which is an authority in the Retail Fashion Arena. The over arching concept was d on a Parisian apartment.
Each floor plate was approximately 5,000 m2 so ensuring a strong customer journey was important, clear site lines to each of the atria which still having a sense of discovery was important.
As with most large retail buildings in China, it was a new building which was an empty shell. This gave us a blank canvas for the interior concept.
The existing facade of the building had to be retained which allowed limited enhancement. However a large external LED screen allows GL to reinforce it’s brand. A large graphic image of the GL couple in Paris is also used within a semi circular glasses window.
7 floors with a total floor plate of 35.000 m2. Two main atria with escalators allowed strong vertical circulation and views through the space. Each atrium was capped with a domed LED roof which contained the image of the coupole in Paris. The image can change with the seasonal fashion stories.
Key walkways ed the two atria however the layout to the heart of the store was more about a sense of discovery. A strong architectural language, d on the Parisian apartment, anchored the brands to the perimeter.
