Bananain-The first offline concept store, full of sense of future technology
In 2020, Jiaonei will become the most eye-catching new brand on the underwear track. Its GMV has exceeded 1.5 billion in the four years of its launch, and it has won the love of 5 million+ users. It completed the A round of financing at the end of the previous year, setting the highest domestic valuation in the past decade. Record of the underwear brand.
This young brand, which has been online for less than four years, has been focusing on online channels and officially began to deploy offline retail markets in early 2020. The first experience store "000" in Jiaonei will land in Shenzhen Yifang City on December 31. The brand is expected to continue to expand 6-8 physical stores in first-tier cities such as Beijing, Shanghai, Guangzhou, and Chengdu.
As a "technology and design-driven" underwear brand, Jiaonei focuses on injecting fabric technology, quality craftsmanship, and big data feedback into product design, extending the brand concept of Live in future to space design, as if you walked in Not an underwear shop, but a hardcore technology experience shop.
Conception and function of space
In the layout planning of the concept store, Some Thoughts believes that there should be a natural infiltration capacity between the spaces, and the lack of internal and external spaces will make it impossible to gain a foothold. The oblique array cabinet divides the space into front and back fields, so that the space processing method is exactly the real demand generated by the product display. In terms of design concept, the designer placed the products with inner wear attributes in a customized cabinet, actively avoiding the embarrassment of buying; while the products with a high repurchase rate were placed in the huge arc-shaped device in the front field. A more friendly way provides the public with comprehensive psychological and physical exploration.
▲Inlet device details
Streamline geometry and spatial hierarchy superposition
When the geometric system does not need to be rigid, the interaction between the public and the venue becomes more active. Further exploring the concept store in Jiaonei, customers can feel the superposition of different levels of the site, transforming the experience and inclusiveness of the urban landscape into a heterogeneous space with realistic power. As people move faster or slower on the site, the images continue to superimpose, disappear, generate... an order appears in the form of experience.
▲Fitting room device
▲Inside the fitting room
▲Fitting room details
Material and design concept balance
The abstract collection of geometric properties is completed by exploring unconventional lines and materials. Aluminum alloy is a relatively ideal reworked material. Its bidirectional operability of strength and flexibility supports the sensory intrusiveness of the work, while rammed earth and acrylic form a synthesis of this dramatic conflict. The interaction of materials, scales and forms has carved the mark of "heavy" machinery for the "light" experience of the visitors.
▲Cash register details