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Tomo Design Goes Futuristic for Heytea Lab Flagship in Shenzhen
The Heytea Lab flagship store in Shenzhen, designed by Tomo Design, exemplifies new consumerism and experiential design, targeting millennials. The project focuses on optimizing every consumption procedure to create an immersive and interactive customer experience, deconstructing consumer demands and feelings to extend the brand's potential value. The design concept integrates traditional materials like stone and brick with contemporary elements such as metals and digital screens, particularly evident at the entrance.
The exterior of the flagship store features a landscaped entrance, conceptualized as a futuristic Zen courtyard. This area includes curving benches and custom seating, patterned brickwork, and a steel rock formation, setting an evocative tone before customers enter. This preliminary design element aims to draw visitors into the unique environment Heytea Lab offers.
Inside, the store is divided into distinct zones, each with its own character and design elements. The Dessert Lab boasts a silver metal bar counter, contributing to a sleek and modern aesthetic. The Tea Geek Lab is distinguished by a striking sloped ceiling, where various metal textures are employed to add depth and visual interest to the space. Another section, the Illustration Lab, arranges seating at the periphery, creating an illusion of expanded space and an immersive experience for patrons.
A minimalist seating area within the store offers views of the leafy outdoors, establishing a visual connection between the tea product and its natural origins. This design choice reinforces the brand's association with nature and freshness. The Ice-making and Dessert Lab further showcases textured metal bar counters and carefully arranged clusters of lights, enhancing the futuristic and sophisticated ambiance of the space.
A central feature of the building is a geometric steel staircase, around which an LED screen is integrated. This screen continuously injects color and dynamic moving art into the environment, serving as a focal point and contributing to the overall futuristic and engaging atmosphere of the store. The overall design emphasizes a harmonious interaction between landscape, objects, and people, encouraging engagement and creating a memorable visit for customers. Through these varied design elements, Tomo Design successfully crafts a multi-sensory experience that reflects Heytea's innovative approach to retail and brand engagement.
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