In the PARK Anfu Rd Store / CASE PAVILION

When “in the PARK” reached out to us, their multi-brand boutique on Anfu road had been in operation for three years and a half. While their brand identity and architecture had become increasingly coherent, they encountered some functional issues in the physical store space. They planned to, within the shortest timescale and leanest construction manageable, extract as much productive potential of the store as possible: maximize the overall quality of the space, diversify the modes of display, expand the storage capacity, improve shopping routes, optimize the lighting, and so on. Picture the store at the time as a back alley in the urban center of a rapidly modernizing city: limited land (store floor plan) faced with continuing population (SKU) boom and increasing needs (diversifying brands and products) of its citizens. With misplaced items like packaging materials all over the space, the storage and merchandising were eating into each other. The brands, yet to be integrated, competed for limited display capacity.