The second store of eios, a body care brand, is situated on Dongping Road. This new location boasts a larger area for brand display, retail, and SPA services compared to the first store. The design adheres to our philosophy of functional aesthetics, eliminating superfluous decorations and prioritizing user experience throughout the process.
Project Name: eios Store in Dongping Road, Shanghai
Studio Name: hoii design
Project type: interior design
Project location: No.6 Dongping road, Shanghai, China
Gross built area: 290㎡
Design Time: 2023.07
Completion Time: 2024.01
Leader Designer & Team: Yaowen Zhu, Yizhe Zhou, Yifan Shen
Photo credit: Kaji, sufang
Construction: Shanghai Shenchen Construction Co,.Ltd,
Lighting supplier: Shanghai Yongjinghe Technology Co,.Ltd
Furnishing: Shanghai Yizhu Construction Co,.Ltd
Carpet: Shanghai Jen Industrial Co,. Ltd
Clients: eios
Brands: eios
Materials: custom stainless steel, wood veneer, carpet, lacquered board, custom stainless steel ruler, glass, galvanized sheet, sandstone
The design seamlessly integrates with the brand concept, customizing elements from structure and material to furniture. The brand’s philosophy of treating every inch of skin equally is reflected in the display. The juxtaposition of wood and metal materials symbolizes the brand’s fusion of natural strength and modern technology, while the use of uniform, restrained materials emphasizes straightforward structural aesthetics.
In the two-story space, a floor-to-ceiling window replaces the existing external fence, allowing more light to enter. The entrance is designed as a recessed gateway, combining metal and glass structures. This maintains transparency while providing additional display areas to attract customers. Major materials echo those used in the first store, ensuring a consistent spatial language.
As customers enter and leave the store, they encounter a brass plaque embedded in the ground in front of the door, engraved with “every inch of skin,” serving as a brand symbol within the space.
Part 2: Refinement, Scale, and Accommodation
In the elongated space, the central staircase was relocated to one side to increase spatial permeability. Elements with a sense of scale and refinement were combined, creating a rigorous and balanced environment on the first floor. Warm colors were used to create a welcoming and comfortable atmosphere.
The front section serves as a product experience area, featuring an island display as the main focus. The geometric, concise design draws attention to the products. An electronic screen on the adjacent wall enhances the experience by playing brand-related content at eye level. The ceiling light film module is positioned above the display area, balancing aesthetics and functionality while compensating for the light limitations in the narrow space.
The exhibition takes inspiration from the brand, reimagining traditional display methods to create fresh design concepts. It introduces elements of furniture and home decor, resulting in a more relaxed retail environment.
Innovative display modules, crafted from large glass partitions and specific metal parts, overcome the limitations of traditional shelves. Opposite, the brand’s three main product series are showcased, each shelf’s length corresponding to the series’ name, creating a unique spatial expression.
The back area primarily exhibits and offers experiences with wash supplies, maintaining the front area’s transparent and delicate design. Removing the back wall allows more light, enlivening the narrow space. Transparent glass columns support the music player, aligning with the venue’s style. After extensive design and modifications, the pool function was integrated into the island display, optimizing simplicity and creating a harmonious environment.
Part 3: Observation, Construction, and Innovation
Beyond serving as a cashier, the second-floor space supports future branding initiatives. Two walls are used: one for brand brochures and posters, the other for the exclusive “body mirror.” The original pitched roof structure was retained, with the brand’s yellow color integrated into the steel wall structure. The surface features body mirrors and galvanized sheets, reflecting the overall spatial concept of eliminating unnecessary decorations. The structure serves as the space’s functional pathways.
A large island display table, accompanied by wooden stools, occupies the center of the space, suitable for future brand events. The yellow tape measure above serves as a chandelier, echoing elements from the first store. Floor-to-ceiling glass windows at the end of the building bring the street view inside, making the changing seasons a natural decoration. Sitting on the stool, one can enjoy the natural scenery, intertwining people, space, and nature.
The SPA area, located in the backyard, uses the small courtyard between two buildings as a buffer, creating a quieter and more independent space. Situated on the first floor of an old foreign-style house, the exterior’s steel window structure was retained and refurbished. The interior was modified to maximize the limited space, with a hand SPA area and a waiting area featuring a sofa. The all-white walls enhance transparency and brightness. The hand SPA area features a concealed faucet, maintaining harmony with the main space.
The single SPA room has warm grey micro-cement walls, creating a peaceful and relaxing ambiance. Storage functions are cleverly integrated into one wall, freeing up space. The floor is covered with yellow shag carpet, matching the brand color. From soft to hard furnishings, the focus is on enhancing comfort and warmth based on user experience.
The design of this project is based on a deep understanding of the brand. We created a unique structural system tailored to the brand and the architectural space, innovating retail space design. Prioritizing function and user experience, we interspersed, connected, and overlapped elements to form a cohesive spatial structure, creating a harmonious experience of brand, product, and space.
