Chaoyang Joy City 2F Shoes Retail Area

The renewed space was originally a semi-closed 890sqm
area.

The concept of “Gravity and Magnetism” was born from the
reflection on how to induce the customers' behavior while
giving more visibility to the products and make the
circulation smoother using an original design.

The concept of gravity is expressed by the shelves being the
planets and the customers the comets. They approach the
planets, orbit around them and then smoothly go onto the
next planet. The rings near the ceiling represent the
planetary rings system.
The area being an open space made it difficult to stock the
merchandize. The optimized size of those huge spherical
shelves acting as the planets, gives more stocking space.

This new disposition gives customers access to more
products and decreases the psychological wall created by
the usual L-shaped or U-shaped stands. Customers will
naturally look around and it will give more visibility to the
brands.