F.O.G. Architecture's maze-like interior structure creates a novel retail experience

In a world marred by convenience, retail shopping has long given way to online shopping. However, in a post COVID-19 world, the retail store experience has seen a resurgence, perhaps owing to a collective want to have experiences outside the home, and an average retail space just doesn’t cut it. Retail design, now, must offer an immersive experience, a novelty that intrigues, and fashion brand SKYPEOPLE’s retail store in Beijing, China by F.O.G. Architecture offers just that.

Interior design has had a long-standing relationship with brand identity. This is especially true in the case of clothing and is most explored with luxury brands. Think of the black-and-white forward colour palette of Chanel or the dark opulence of Sabyasachi. Similarly, SKYPEOPLE’s retail store design, with its practical yet creative design resolutions, is reflective of the brand’s design identity.

F.O.G. Architecture employs a series of geometric mirrors to break and create new lines of sight. This creates a labyrinth-like space where each turn offers a new perspective. It inspires the shoppers to look at the store, and in turn, the products, in new and interesting ways.

Where many retail designs tuck fitting rooms into a corner, F.O.G. Architecture brings them to the centre stage. Elevated 20 cm from the floor, a hanging inverted trapezoid hosts the fitting rooms. Inspired by down jackets, the cushioned exterior of the trapezoid creates an inviting visual, urging shoppers within. Its softness also creates an interesting visual contrast with the hard metal racks around it.

The racks themselves are either embedded in the wall or suspended from the ceiling with ropes. This is an effective use of space that also gives a sense of lightness to the store. The square blue hangers are a homage to SKYPEOPLE’s iconic collar design.

The entire store is kept white with splashes of blue and black, creating a perennial ‘winter wonderland’, which when mixed with the labyrinth-like layout, created by the use of mirrors turns, the showroom turns into a ‘winter playground.’ The columns and couches are inspired by forest trees and park benches, respectively.

The store also does not neglect the inventory by hiding it away in a dark corner or in a stock room. Instead, the design firm has created a way to display them aesthetically without exposing them. The inventory items hang in dust bags at the back of the store. In addition to creating an aesthetic experience, it allows for a smoother shopping experience.

“The design concept starts from Collage City from Fred Koetter and Colin Rowe, as a response to the urban setting of the brand. Instead of creating a parallel view of the city, the random shapes and heights of the mirrors capture the distorted version, because each one of us would bring a unique perspective to it. We wanted to create a ‘winter park’ where people can relax but also highlight the drama of a floating volume, a metaphor for skyscrapers that are common in our urban life.

We wanted to create a relaxed retail space with a timeless aesthetic, just like a piece of effortless classic fashion design. The layout, displays, furniture, colours and lightings of the space all speak to SKYPEOPLE’s commitment to the urban setting of its fashion design,” shares Zou Dejing, partner at F.O.G. Architecture.

SKYPEOPLE’s creations cater to the urban youth and F.O.G. Architecture has been successful in creating retail architecture that matches that vision. The overarching theme of ‘city fragments’ reflects its strong presence through ‘fragmented mirrors’ and ‘winter playground’—with the studio creating a unique experience for the iconic brand.

Project Details

Name: SKYPEOPLE Beijing Concept Store
Location: Beijing, China
Area: 220 sqm
Year of completion: 2022
Design Firm: F.O.G. Architecture
Design Team: Zou Dejing, Li Shinan, Jiang Lu, Chen Hanxi, Huang Yingzi, Hou Shaokai, Zhan Di, Zheng Yu
Lighting Design: Zhang Xu (LB Design)
Structure Consultant: Tao Xinwei