The exploration of infinite time and space is perhaps one of the most primitive collective aspirations of human civilization, which has become an ambitious future narrative after the explosion of science and technology.
Rethinking The Future Awards 2024
First Award | Interiors – Retail (Built)
Project Name: Holiland Travel Flagship Store
Category: Interiors – Retail (Built)
Studio Name: SLT Design
Design Team: Chen Ling, Shanshan Jiang, Dandan Shi, Yuxuan Zhu, Chenglin Cao, Tao He, Qian Zhang, Chao Tang, Shuyin Hua, Dan Lin, Liangyu Zhang, Si Han, Yixuan Song, Yu Fu
Area: 396㎡
Year: 2022
Location: Shanghai, China
Consultants: Lighting consultant-Lei Pang
Photography Credits: WenStudio
Render Credits: –
Other Credits: Contractor-Shanghai Tiqi
We have created the Holiland Travel Flagship Store in Shanghai, with the theme of travel beyond time and space. Different from traditional offline retail, it brings visitors immersive space scenes and gravity-free futuristic space experiences. Holiland’s baking creativity and our future narrative space design collide with infinite inspiration – metal mirror, meteorite bar, suspension engine, alien invasion… Spread the new concept of baking, and invite travelers to touch the boundaries of time and space and talk to the future while bringing a sweet taste experience. The brand concept is embodied in space, considering user interaction, psychological construction, service design, and building an unconventional experience across the scene.
We have utilized new materials, programmable digital lighting, and figurative modelling devices to create the time-travel theme scenes, and proposed a challenging immersive gravity-free experience. The whole entrance and nearly one-third of the walls and ceiling are made by 3D printing, as well as resin pouring luminous meteorite modelling. This space conveys the brand’s innovative baking concept and enhance the influence of Holiland in bakery retails. Brand image can be better presented through offline space to bring users a deeper recognition. Meanwhile, immersive online space scenes explore more possibilities for offline combinations of new meta-universe hot spots.
We consider the spatial layout of the theme store from the three aspects of scene, function and moving line. The actual functions are connected in series with the story moving line, and the functional layout is in line with the consumer shopping experience moving line. Here is the specific space experience moving line: entrance and exit cashier-space-time crack; conveyor belt, floating island, central aircraft device-product retail area; dining area-waiting cabin; return cabin chair-popular photo spot. The brand concept is embodied in space, considering user interaction, psychological construction, service design, and building an unconventional experience across the scene. Users can fully experience a time travel scene through retail shopping in the store.
We focused on the multiple dimensions of sustainable design. First, the practical application of sustainable materials. Curved walls in the space are all 3D printed with recycled nylon. Second, visitors’ sustainable experience on a psychological level. Travelers can come to the waiting area of the space-time aircraft. The real civilization scene outside the window overlaps with the indoor multiverse scene. In the superposition and conflict of modern and future narratives, travelers gain inspiration, passion and imagination constantly. In addition, the Holiland Travel Flagship Store serves as a new social space in the city that inspires the sustainability of contemporary urban spirit.
