Location: BEIJING, China 100 sqm 2018
Client: Shanghai Tang
Type: Retail

As the universe of pop up stores gets more exciting every day, many famous brands have been exploring this retail concept to spice up the classic shopping experience. Area-17 designed a captivating 100 sqm pop up store for Asian luxury brand Shanghai Tang in SKP, one of the largest high-end shopping mall in Beijing.

From the outside, a partially transparent wrapping opens into a bright, refined interior characterized by a chinoiserie style décor with a glamorous contemporary twist. Hints to Chinese tradition can be found in the floral wallpaper, in outline of the custom-made furniture, and in the red accents that are matched with vibrant shades of bright pink.
The harmonious contrast between geometric and sinuous patterns provides the ultimate background for displaying the brand’s precious garments. The unconventional richness of the environment is meant to offer a new appealing shopping experience and stresses the idea that Shanghai Tang is a very special and unique brand. Asian culture mixed with Italian craftsmanship creates the illusion of a space out of time, where consistency meets novelty, the perfect home for a timeless fashion design.

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SHENZHEN, China 1600 sqm 2021

Located in Shenzhen, the Time Food Plaza is the ultimate destination for customers who want to experience time travelling from the past to the future through a rich offer of dining opportunities. A stargate-like entrance is the touchpoint that welcomes visitors to start their journey. The image of a starry sky decorates the ceiling and bounces all over through a system of infinity mirrors, giving the illusion of a space continuing on forever into infinity and beyond. The digital signage integrated in the interior design provides information about the 5 venues inside the food court. Visitors are admitted after scanning their digital ID at the entrance gate.

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CHONGQING, China 600 sqm 2021

Shortly after Foshan, the next Tencent Industrial Internet Experience Center opens in Chongqing. Assuming that humanity is on the edge of expanding its own boundaries beyond the world we know, Area-17 designed the showroom as a futuristic spaceship housing the most innovative technology for B-to-B applications.

 

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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. 

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FOSHAN, China 620 sqm 2021

Tencent is a Chinese multinational technology company, among the world's top ones in the field. It is the largest video-game vendor and among the largest social media corporations. Credited as one of the world's most innovative companies, this naturally inspired Area-17 in envisioning the Tencent GBA Industrial Internet Experience Center as a place where the visitor can experience the extraordinary, rather than simply learning about a product or service. The showroom’s multimedia design is powered by WeShape (Beijing) Digital Technology Co., Ltd., which applied a variety of high-tech display equipment and interactive devices to shape a complete map of solutions connecting the physical to the digital world and to the cloud hyperspace.

 

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China 2020

Deli PLUS is a young office furniture brand, co-founded by China's Deli Group and Japan's PLUS group. Area-17 has been supporting the project from the very beginning and was therefore able to permeate this new concept with Italian design’s culture and principles. The tree first showrooms - Hangzhou, Suzhou and Guangzhou - have been thought and realized simultaneously to mark the launch of this design venture and to set off a strong brand identity.

 

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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.

 

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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.

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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.