Many retail businesses, especially those involved in BIM projects, have faced negative growth due to the impact of the Internet. In this shifting landscape, how offline physical stores can rethink their traditional business models presents a significant challenge for operators and retail space designers alike.
Nanjing, historically known as “Jinling,” is famous for its rich literary heritage and stunning natural scenery. Today, Suning Jiwu has officially established itself in this poetic and picturesque city, located in Yanziji, covering an area of over 1200 m². The store encompasses six major business sectors: literary books, quality lifestyle products, design vision, Honor King, trendy mobile phones, and children’s entertainment. Suning Jiwu offers an immersive shopping experience that begins with its carefully crafted environment, providing customers with fresh sensory experiences in both appearance and touch—addressing the shortcomings of online shopping.
The first striking feature is the dark gray, vertical bar-shaped exterior facade. The designer employed aluminum square tubes to enhance the visual height and width, giving Suning Jiwu a stable and elegant presence.
The overall design prominently features natural wood tones, creating a cohesive and inviting atmosphere. Cement and wood grain elements are combined, while warm yellow lighting enhances the artistic and cozy ambiance. The designer infused the space with both aesthetic beauty and emotional depth, aiming to envelop customers in a tranquil, tactile, and flavorful environment.
Unlike typical bookshelf designs that emphasize vertical and horizontal lines to define space, the designer chose flowing curves to create a unique spatial language at Suning Jiwu. Within the 4-meter-high bookshelves, a cozy nook invites customers to engage in a gentle dialogue with life through reading, evoking a thoughtful sense of time and space.
Stairs
Departing from the traditional function of staircases as mere connectors between floors, the designers envisioned the stairs as a serene retreat offering moments of calm. Customers can read, relax, or daydream in this space. By using textured wood, the staircase doubles as a casual lounge area, adding functional versatility to Suning Jiwu.
The staircase connects the 3C electronics area, the polar object section, and the book zone. It serves as a spatial language, visually extending the depth of the book area and adding an element of imagination to the space.
Adjacent to the window, the designer created a coffee, reading, and leisure area—a gathering spot for customers. Here, visitors can savor a cup of coffee while enjoying the enchanting night view through the French window, feeling as serene as a clear spring. This comfortable environment encourages longer stays, which in turn increases the likelihood of continued spending.
The digital products area features a minimalist design, eliminating unnecessary decoration to showcase electronic devices in the most straightforward way. This design invites customers to freely explore and appreciate the comfort and warmth of Suning Jiwu.
One of the most distinctive features of Suning Jiwu is the blue-lit King of Glory gaming area. To emphasize the excitement of gaming, the designer used blue lighting to define this space, allowing customers to fully immerse themselves in the gaming world.
The designers also incorporated life-like scenarios as display methods. For instance, customers planning a trip can find most of the necessary travel items conveniently gathered in one area.
Suning Jiwu’s innovative approach to integrating people, products, and spaces not only strengthens the core competitiveness of spatial management but also inspires new opportunities for transforming physical retail stores through big data. The store features a unique and integrated landscape that includes diverse product categories such as department stores, home furnishings, and electronics.
Here, customers don’t just come to shop—they enjoy spending time browsing along electronic shelves, interacting with stories behind selected products, and experiencing the brand’s vision of a better life. This immersive environment naturally attracts customers to the finest products, leading to increased purchases.
Project Information:
Project Name: Suning Jiwu Yanziji Store
Designer: Shop and Noodle (Guangzhou) Creative Design Co., Ltd
Design Team: Qiu Qiping, Li Donghui, Liu Weiyan, Ye Guanghong, Yu Juesen, Fan Hansong
Company Website: __AI_ST_URL_0__
Completion Date: August 2018
Location: Nanjing, China
Building Area: 1200 square meters
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