Location：Xiamen City, Fujian Province, China.
Septwolves is one of China’s best-known menswear brands. Founded in 1990 it has successfully positioned itself as a premium menswear retailer with over 3000 stores throughout China. It was one of the first brands to marry an international design style with a proudly Chinese heritage. Prospace was approached to develop a new flagship concept store offering a unique fashion experience to the Chinese urban elite.
The Septwolves brand is contemporary, sophisticated, masculine, active and worldly. The store design needed to reflect these values but also represent a retail environment that men would enjoy both physically and emotionally. Men need to feel at home in the store, they need a clear overview of the store layout to help avoid the “one lap and exit” problem. Products and information need to be presented in new, helpful and eye-catching ways highlighting fabric, construction and merchandise design. It also needed to celebrate the “Septwolves Man” and provide them a space they could visit to shop as well as relax in.
Essential to the store layout is the central circular stage area. The concept of a central round stage, which opens to the sky, is an idea that resonates strongly throughout many cultures. It traditionally functions as a public exhibition and gathering space. By placing this circular stage in the center of the store it allows an open connection to the first floor and provides a fluid circulation path around the various categories.
Multi-sensory experiences are created as the customer progresses through the space perceiving both art and fashion simultaneously. This is intended to engage and stimulate the customer. The various retail areas and sub brands merge with the fashion lounge, gallery space, café and chill out zones meaning the whole store becomes an integrated multi experience space.
RFID technology is also integrated within the physical environment, supporting an online/offline platform that offers another dimension to the shopping experience.
