Winner: Retailing | Hong Kong | BCI Asia Interior Design Awards 2019
SIMMONS STORES DESIGN
Project assignment was rebranding Simmons stores in Beijing, Shanghai, Shenzhen and Hong Kong. Besides, including a mobile exhibition booth design for a Shanghai exhibition in 2016.
The retail market was gradually adapting to the rapid development of internet sales; therefore, the functional role of the shop was shifting. Simmons shops served as a platform for customers to try out and having better products experience.
The design was focused on customers’ circulation efficiency and accentuate the presence of beds and bedroom related products within a limited space. Changing the placement of beds and designing walls to be more fluid and natural in shape, even a minimal, pristine and perennial space would allow Simmons’ customers to linger and trial on beds freely. Such a barrier-free shop could help Simmons’ staff to observe potential customers’ needs. As a result, the elongated circulation increased customers’ time to spend interacting with store sales.
Project Name: Simmons, Great China Shops Design And Rebranding
Location: Beijing, Shanghai, Shenzhen, Hong Kong
Completion Date: 2017
Gross Floor Area:
Premier/Studio/Elite Stores: Approximately 1,129 square feet
Mobile Booth: Approximately 1,000 square feet
Client/Owner/Developer: Simmons Beddings International
Architecture Firm: Groundwork Architects & Associates Ltd
Principal Architect: Groundwork Architects & Associates Ltd
Interior Design Firm: Groundwork Architects & Associates Ltd
Principal Designer: Groundwork Architects & Associates Ltd
Interior Fit-Out Contractor: Global Link Creation, Ken Wong; Alco Engineering (HK) Ltd, Alex Tang
Images: South Ho