STUDIO DOHO was commissioned by new retail startup OceanSpot to develop a 127m2 co-retail flagship store in the heart of Shanghai. Co-retail is a new approach to retail that addresses shifting consumer interests in the age of online shopping. The driving concept is that multiple brands share a single space with a short-term lease, which allows new brands to gain exposure without the significant cost of a store fit-out.
Short-term rental options make speed of flexibility a key aspect to the design. A fully integrated grid wall system was developed to allow overnight changeability of brand display. When not in use, the grid provides a strong design element in the backdrop of the space.
Co-retail is also a testing ground for brands to experiment with consumer interaction. The design team worked closely with Oceanspot to integrate cameras which capture advanced data analytics on consumer behavior and the data is then provided to the brand.
OceanSpot serves as the backdrop to the surrounding community and the exterior makes a strong statement to attract customers. A dichroic film was applied to the storefront, which changes colors when viewed at different angles and creates colorful reflections on the surrounding sidewalk to maximize excitement.