Retail Showsuite at Guangzhou CTF Finance Centre

Showsuite Design for K11

To create an immersive showsuite for a crown jewel development in Guangzhou, at the base of the Guangzhou CTF Finance Centre, we emphasised the playful and innovative character of K11 Concepts with a holistic environment that included custom fragrances and a surreal design to transport visitors to the wonders of childhood, such as the treehouse of their dreams. Never forgetting the goal of the showsuite, each element combined to create a compelling experience of K11′s unique retail vision.

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The challenge

We wanted to match the strong brand image of K11 in the retail showsuite, yet were equally focused on giving visitors a coherent story to explain the multi-sensory extravaganza in the space. With aspects of urban farming, a vibrant arts program, the tallest tower in Guangzhou and an attitude of experimentation all coming together in one space, it was necessary to retain a simple and direct message that would be memorable and impactful.

Our Approach

We began the project by identifying the marketing elements that were key to retail tenants looking to partner with a dynamic brand like K11. Through exploring many combinations of content, we arrived at a visitor journey that builds a compelling picture of the K11 retail experience. The visitors start with a strong impression of brand values, then move on to understand the project details and finish their journey in a surreal treehouse environment. Each step of the journey is a memorable sensory installation.

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The entry experience surrounded visitors with moving images and fantastical vegetation to show K11's focus on Nature and creativity, which was exemplified by the banyan tree theme of the mall. The imaginative environment gave guests a taste of what was to come and changed their perceptions as they transitioned from the hallway to the brand show suite.

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After stepping out of the entry room, visitors were introduced to the context surrounding the new development with detailed information about the consumer catchment numbers of greater Guangzhou. The true size of the millions of potential consumers was communicated through wall graphics and urban models that were programmed to light up.

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One of the most immediate attributes of the K11 Mall was that it formed the podium of the tallest building in the entire Pearl River Delta. The Guangzhou CTF Finance Centre loomed large over the other tall buildings of the region in the wall cutouts that showed the true heights of the towers. To further show the impressive size of the Finance Centre, a scale model that showed the detailing and materials of the facade reached for the ceiling.

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Visitors were shown the intricacies of the mall design and layout in a larger-scale kinetic model. It appeared as a static display model, but at the press of a switch it raised, opened and revealed the circulation, atrium and design elements of the mall interior. To enhance the viewing experience, a video was projected simultaneously on a screen behind the model, providing supplementary information for each floor of the mall.

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The journey culminated in a cosy and inspiring modern treehouse lounge. Within an enveloping oval of wood slats, the space provided a perfect combination of openness and visual privacy to have discussions on the details of the retail plan for the mall. It gave visitors a look into the creativity and ambition of the development team at K11 Concepts who are intent on changing the way retail is perceived in China.