Chinese super e-tailer Tmall (responsible for 47% of global e-commerce sales in 2016 – eMarketer) has unveiled a visually extravagant, discovery-oriented physical retail space called Jooos Fitting Room in Hangzhou, Eastern China.
Conceived as the complementary immersive counterpart to Tmall's online shopping experience, the nearly 20,000 sq ft space showcases 100 of its bestselling fashion brands, grouped into four collections. The concept was designed by Chinese architects X+Living, and consists of four individually designed departments to match each collection.
The calm Mori Girl section boasts a subdued-to-the-point-of-raw colour palette – featuring milky white floors and walls, bamboo racks and circular wooden shelves. The more opulent Celebrity Collection space aptly hosts a suite with floor-to-ceiling gilded birdcage-style clothing racks, while the OL Collection observes a darker, more austerely minimalist interior courtesy of geometric clothing racks and concrete flooring. The fourth, slightly more surreal section, Fashionable Girl, is defined by a vibrantly coloured grid hanging system devised to emphasise individuality – set against a backdrop of pitch-black walls and an optical-illusion-style floor.
Feeding Tmall's full digital proposition directly into the space, a touchscreen at the store's entrance connects visitors to its entire e-inventory. Meanwhile, each changing room area features a make-up station, seating area and a selfie space encouraging customers to shoot and share their looks on social media.
Image Source: JOOOS Fitting Room, Celebrity Collection section