Selected unveils Future You store concept in Beijing

Retail design agency Dalziel & Pow has created an elevated retail experience for Bestseller Fashion Group China’s “Selected” brand.

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The new premium Future You store concept is to be launched initially in a series of stores in Beijing, delivering a space “ready to connect, change, and dress the future consumer”. The design is an attempt to raise Selected’s profile as the destination for on-trend, quality workwear, as well as building an aspirational lifestyle model around the brand.

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Integrating a dynamic, hyper-connected experience to impress China’s digital natives, the store includes projections, kinetic signage and a live social media feed behind the cash desk to evoke a sense of change and “newness”. A “magic mirror” within the fitting rooms area allows customers to swipe through products to find their perfect outfit, which once chosen can then be shared via WeChat.

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Integrated throughout the store on the perimeter rails are pocket-sized screens, called “Debriefs” which showcase bite-sized snippets of product information, education on materials and fashion inspiration.

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The design language for the store was developed to create a feeling of “one space”, a concept designed for people and not for genders; a fluid space creating flow between categories and reflecting the fact that Chinese couples often shop together. A single product rail flows through the whole store, symbolically unifying the space.

Selected’s fitting rooms form a key architectural feature as well as a social space, as is the cash desk. There are also separate shop-in-shop areas for Chinos and Denim, enhanced by miniature screens detailing fit and fabric qualities.

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