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Luxury Retail | June 27, 2022

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Storeage Design 218sq-m New B+Tube flagship store

Storeage Design 218sq-m New B+Tube flagship store

Storeage designs new retail store for B+Tube cosmetics in Shanghai

Storeage – a Dutch retail design agency based in Shanghai – collaborated with skincare and cosmetics company B+Tube to create the brand’s first flagship.

Storeage devised the shopping experience to work in line with the buying behaviour of Zoomers: the 218-sq-m interior provides ample room for teens to create social media as they shop, something which helps facilitate online to offline consumption, the designers explain.

The design of the colourful new store.

This digital-savvy group is precisely the target audience of B+Tube’s Changsha flagship.

Iridescent perforated steel, used to build a central cathedral-like structure, is the star material of the Insta-friendly space. Covered in steel and white Corian, the auxiliary sections are organized around the three basics of cosmetics: ‘cleansing, foundation and make-up’. Each area hosts an education centre for customers to learn and experiment with the products through tutorials and videos.

‘We want to encourage a younger Chinese generation to express themselves in whatever shape or colour they prefer,’ says B+Tube founder and CEO Lisa Yu, ‘yet never at the expense of healthy skin.’

By retaildesignblog