Location: SHANGHAI, China 400 sqm 2019
Client: Alibaba Group
Type: Commercial

In the process of defining an innovative approach to local shopping, Alibaba Group asked Area-17 to design a new concept for convenience stores located in business districts and office areas. Named 盒马 F2 - Fast & Freshade, it sees the first tangible application in a 400 sqm store in Shanghai highly specialized to meet the needs of a clear-cut target of young business-people.

Fast & Freshade – where freshade is a neologism standing for “freshly made” precisely identifies the range of products and services a client will find in the store: freshly cooked ready meals as well as cooked-to-order dishes to eating inside or taking away, and an essential yet thoughtful selection of complimentary products. The wide F&B offerings matches a variety of seating solutions for different times of a daily routine: from breakfast to dinner, from fast and together to intimate and relaxed.
Speed and efficiency descend from the hectic rhythm of working hours and blend into a layout that foster the movement around three central islands towards the focal points where food is prepared. Facial recognition self-checkout stations are installed around the store to guarantee a smooth flow of customers. Bright accents and light inserts live up minimalistic and natural flair of wood and polished concrete. The wide reflecting slab made of mirror polished stainless steel hanging over the kitchen counter reflect the food preparation, which becomes visible from each corner of the store.
Area-17 oversaw also 盒马 F2 corporate branding and its applications, from store sign to packaging, from environmental graphic to intersections between visual identity and interior design. The result is a venue where the visual identities of the brand and of the spaces merge together to return a strong and consistent final look.


SINGAPORE 90 sqm 2020

A giant octopus animated for few months the ION Orchard shopping centre’s atrium. It belonged to Panerai pop-up store, a nautically-themed universe set up to not only celebrate the 70th anniversary of the Panerai Luminor, but also serving as temporary holding grounds whilst its flagship boutique within the same mall underwent a refurbishment. 

SALERNO, Italy 150 sqm 2020

Nestled on Southern Italy hills, this apartment is designed by Area-17 as a seamless space alternating opaque and transparent volumes, flooded by natural light. The idea of connectivity shapes a new interiors’ layout: the minimalistic cube of the kitchen opens on the dining and living area. The result is a refined yet casual environment, tailored on the family social life’s routine.


HONG KONG, China 240 sqm 2019

Area-17 worked together with Juventus FC team to design the new company’s APAC offices located in the Central district of Hong Kong, one of the most renowned international business hubs. The leading ideas behind this overseas agency are strengthening the brand’s awareness worldwide and fostering a close relationship with global and regional partners.

HONG KONG, China 35 sqm 2020

Area-17 Architecture & Interiors is proud of making a contribution to the Panerai multi-storey flagship store in Canton Road, one of the most exclusive shopping areas in Hong Kong. On one side, the classic refined interiors refer to the brand identity, meanwhile on other side, technology and innovations are introduced by Area-17 on the 8th floor that offer an interactive and engaging shopping experience to the clients of the venue, on the first Panerai accessories room in the world.

SHANGHAI, China 240 sqm 2020

K&Irene is a jewellery brand of French heritage that recently opened its first store at Peninsula Hotel in Shanghai. Area-17 Architecture & Interiors designed a new retail concept enhancing the brand identity as well as oversaw the realization of the Shanghai boutique. As a precious piece of antique jewelry, the more you get closer the more the store reveals itself in a combination of sophisticated details.

Italy 400 sqm 2020

Löwengrube breweries draw inspiration from traditional Bavarian bierstube and combine the idea of celebrating Oktoberfest all year long with the traditional sense of Italian warm hospitality. Area-17 Architecture & Interiors designed a flexible concept that adjusts to the two dining formats of the restaurant chain. The new concept characterizes them both with an iconic Bavarian aesthetic flair.