Located in the vibrant second phase of Shanghai’s Xintiandi fashion business district, this project is strategically positioned near subway exits, ensuring a high customer flow. It embodies individuality and self-expression, making it a significant store for BABAMA, the brand’s first establishment since 2011. The design explores industrial aesthetics and engages in a profound dialogue about inheritance and fashion.
Project Name: BABAMA Concept Store
Location: Shanghai, China
Project Area: 108㎡
Completion Time: Mar.2023
Design Firm: ATMOSPHERE Architects
Chief Designer: Tommy Yu
Collaborative Design: Aubrey Liu.Valo Xiao.
Animation Design: ViVi Lee
Prop&Installation: ATMOSPHERE Architects
Lighting Solution: ArtLuci x Owen
General Contractor: Shanghai Yimuhe Construction Engineering Co., Ltd.
Photographer: Chuan He
Pumping Heart
The pumping heart, a vital component of the body’s circulatory system, symbolizes the flow of life-sustaining energy. As an art installation, it brings the essence of BABAMA into the physical space, becoming a central visual focus.
The design concept follows the narrative logic of the circulatory system, deconstructing arteries and material transportation structures. The resulting spatial layout adheres to the principles of material flow, guiding movement and energy distribution. The mechanical heart installation serves as the core, continuously supplying energy to different areas.
Circulatory System
BABAMA integrates nature, machinery, and heart to create its own circulatory system. Paying homage to traditional industrial aesthetics, the design incorporates natural elements and heart imagery, conveying the brand’s pulsating life concept. The combination of aluminum and wood balances the industrial style with a touch of nature, promoting harmonious coexistence.
Innovative Design
Inspired by the distinctive bucket arch in Chinese architecture, the space simplifies its forms and incorporates metal and wood to create a new structure. The arrays on the ceiling enhance spatial recognition, connecting the entire area and deepening the design concept.
Sustainability
In line with the importance of sustainability, the design introduces a modular concept for the showcase, allowing for easy transportation and adaptability to other projects. The use of metal, glass, and circular mirrors considers the fitting process, providing visitors with a natural and enjoyable shopping experience. Each facade combines with the brand’s product lines, maximizing display options through flexible tray and cabinet arrangements.
Conveyor Belt
Centered around the mechanical heart tree, the display area adopts a vertical space presentation. A conveyor belt, reminiscent of the blood circulatory system, enables a closed-loop circulation for product display, try-on, selling, and packaging. The circular tray on the conveyor belt showcases brand icon items, presenting an innovative and interactive viewing experience while accommodating multiple product lines.
De-bordering
The cashier area seamlessly integrates into the space, breaking away from conventional boundaries and creating a flexible and lightweight partition. This allows for a smooth transition between external and internal connections, promoting integrity and continuity throughout the space.
BABAMA continues to embody the spirit of craftsmanship, embracing growth and constant innovation.
