蘑菇云

The deep integration of new retail with business models has become a key support for promoting the upgrade of urban commercial ecosystems.

In the commercial evolution map, brand building is undergoing a transformation from vague trial-and-error to precise strategy implementation. Its systematic structure continuously achieves lasting commercial benefits through innovative scene design in space.

In the HIGH BEAUTY PRO (referred to as HBP) offline first store project, the design team has created a unique positioning for the brand in terms of business format integration and overall aesthetic presentation.

The HBP space,

delicate and translucent like skin, with a gentle texture.

HIGH BEAUTY PRO (referred to as HBP) was founded by Beijing Mei Hai Le Technology Co., Ltd. It is a high-end beauty industry new retail brand centered on scientific customization. HBP identifies the entry point for "skin aesthetics" through scientific testing and professional theories, aiming to break the boundaries of brands and products to provide an overall solution for skin aesthetics.

The first offline store of HBP is located in Wukesong Wanda Plaza, Beijing. As a benchmark project for Beijing's urban renewal, Wukesong Wanda Plaza is positioned as a "hyper-sensory art hub" that integrates art and technology, striving to create a new center for urban social interaction. The brand hopes to present the uniqueness of HBP's first store as a core business format on the 5th floor of the plaza in this updated venue.

Based on a deep understanding of the brand's core and products, the design team broke the boundaries of traditional beauty industry spaces. In the nearly 600 square meter multi-functional space, with beauty services as the core, coffee social interaction as the link, and product display as the extension, they created a "one-stop beauty experience." Customers prolong their stay and increase consumption conversion through the immersive closed-loop flow line of beauty care → resting and coffee tasting → product exploration. In terms of visual output and tactile sensation, the overall atmosphere is direct and precise: The HBP space, delicate and translucent like skin, with a gentle texture.

A horizontal facade entrance spanning 38.5 meters in length, including five column spans —— the two sides are LED screens, displaying variable visual content related to the brand; the middle three column spans are arranged with three main scenes: resting, display, and coffee. Each column span is designed with rounded corners, creating a series of framing views, forming a sequence of flowing pictures.

The magnified "viewfinder frame" scenes correspond to the rest and coffee areas. The spatial form is flowing and soft, with delicate light lines flowing and guiding, hinting at the integration and boundlessness of the space.

The five column spans and the plan layout create a sense of integration and softness brought about by the curves. A horizontal facade entrance that stretches 38.5 meters in length. The interior features a flowing and deep multi-scene layout, providing a natural wandering and exploration route.

Product Display Area --- A Focused and Curated Display Scene

HBP has deeply cooperated with top global skincare brands, Switzerland's Valmont, carefully selecting efficient products only for Asian skin. We hope to reflect the quality of the selected products. A central display table composed of natural marble with a textured finish and bracket light discs is placed diagonally in the white and clear space, also guiding the direction of people flow.

On the side display cabinets, there are strip-shaped LED narrow screens on the upper part, outputting product information and ambient pictures, and the lower part with metal shelves can display different product series.

The functional requirements of the display table are all embedded within the marble blocks, seeking visual purity and conciseness. The light discs are suspended above the tabletop, creating a soft and stable display scene under diffused light.

The signage emerges visually, directly addressing the brand's strength.

HBP CAFÉ/REST AREA/BEAUTY AREA

The coffee area adopts an open layout to promote social interaction. After its opening, it has received high scores on Dianping, a popular review platform, and has also attracted many people who come specifically to try it out.

When there are customers in the room, the doorplate sign will light up, showing quality in the details.

The artistry of the signage extends to become environmental graphics, becoming a vivid focal point in the space.

The atmosphere of privacy and tranquility in the room is achieved through precise lighting design.

The HBP offline first store has achieved a paradigm upgrade in brand asset expression through the cross-professional collaboration of space, signage, and lighting teams. The spatial narrative and visual output is recomposing the brand perception in the consumer space. In the future blueprint of commercial space design, the deep integration of business formats and the co-creation of full - chain design collaboration will give birth to a value leap in spatial efficiency. This cognitive upgrade from space operation to experience design is redefining the underlying interaction logic of the commercial ecosystem.