alternating patterns energize retail interior by ROOI in shanghai

ROOI design unveils all beings store in shanghai

On the bustling Yuyuan Road in Shanghai, China, ROOI designed a vibrant store for a local clothing brand called All Beings. The design presents a contemporary interior with striking spatial elements that draw the attention of passersby. Floating bright red signs, rotating installations, panels with changing patterns, and brightly colored pipes fill the retail space, conveying the brand’s main message of inclusion and reminding customers that everyone is welcome in this shop, where there are no formal constraints and no style limitations.

the shop sits on the bustling Yuyuan Road in Shanghai

all images courtesy of SFAP

Standing out and fitting in at the same time

The main goal for the All Beings store was to create a recognizable and attractive image that would stand out from the residential buildings and surrounding businesses. At the same time, the team knew that the new store needed to integrate into the community to be closer to the customers.

With ROOI’s design, All Beings does not invade the street but retreats to leave the narrow sidewalk a breathable little public space. The square red wall-like structures grow from the axis of the column and open outward, breaking the facade order of the original building. The store welcomes residents and consumers who can rest and gather here and shelter from the wind and rain. In this gray space with a width of about two meters, the walls, roof, and floor can be used as display panels showing the seasonal pattern of the brand. The designers created a space that conveys the brand culture in an interactive manner, offering customers with a unique sensory experience where the space is flexible and changing

floating and rotating signs welcome passersby inside the store

splashes of color and floating installations

This store covers about 80 sqm and is dominated by cement gray and white. Splashes of color like red, blue, green, and yellow decorate the space and express a state of excitement. The design attempts to bring something loud, positive, and energetic to the area, but in a distant and public-facing way. Floating, rotating installations are positioned in the space, while axial columns and hanging rods can be dismantled and rearranged in any position, depending on the needs of the store. In the middle of the ‘wall’ in the checkout and sales area, there are grooves and light strips suitable for placing accessories, shoes, or thematic exhibits such as trend figures, sports equipment, etc.

The store itself and the exterior are connected by limitless floor-to-ceiling glass, making the interior more transparent and presenting the indoor scenes to the outdoor audience. The floating installations enable the interpenetration of sight and sound by creating an optical illusion through the use of rich mirror materials while expanding the spatial impression. Remarkably, the shape of the wall perfectly reflects All Beings’ iconic square logo, which can be unwrapped in all sorts of colors, themes and patterns. In this way, the brand culture is deeply embedded in the minds of consumers with constantly updated interactive methods.

the design allows for a flexible shop configuration, depending on its ever-changing needs

Sustainable Thinking

The project’s facilities are all prefabricated in the factory, and can be assembled on-site with minimal effort. All display units can be flexibly reused, and brands can quickly disassemble these panels they are able to adapt to a variety of commercial environments when holding pop-up events in other locations. The space can also be quickly emptied or replaced to meet the brand’s various event needs. Components and surface materials can be flexibly swapped out, minimizing pollution and time wasted by on-site construction while significantly reducing maintenance costs.

large signs and splashes of color adorn the interior