Yong Wong · CLIENT: Beijing Tongrentang Health
Tongrentang Zhima Health is an experience store located in Beijing. The store covers 5000 square meters on three floors. Dietary supplements, nourishing food and health care products that include health technology are offered in one place. Large areas of contrasting materials, such as solid wood and brass, are applied in the interior. From the ground floor upwards, four themes are presented, namely inquiry, food, convalescence and cure. The store also serves as a comfortable social space for customers.
Press Kit
- Unique Properties
- Zhima Health concept store provides dietary supplements, nourishing & health food and even health care products that incorporate health tech, enabling customers to enjoy one-stop and immersive shopping experience. Besides, it also doubles as a new and comfortable social space for customers.
Following the concepts of high quality, sense of participation and personal shopping experience, the brand-new retail model aims to meet the demands of consumption upgrade and improve the quality of customers’ lives rather than overturn the traditional retail style. - Dimensions & Packaging
- 5000 square meters, 3 floors
- Tags
- Tongrentang, Wu Xiang, In View, Zhima, experience store, experience shop, Pharmacy store
- Production Technology
- The designer Yong Wong has applied a large area of contrasting materials as solid wood and brass in the store.
- Design Challenge
- The first breakthrough lies in the initial investigation on retail industry and the final set of trade form. Secondly, the brand tried to find some well-known foreign design teams. However, because the foreign designers did not really understand the business model and accurate needs of the well-established domestic brands, they eventually failed to give a design plan. Later, when our team completed the overall design plan, many of the product lines that we are seeing now were developed backward from space design, and Tongrentang's almost perfect endorsement allowed this backward process to be realized.
- Project Duration
- This project started in May 2019 and finished in December 2019 in Beijing.
- Operation Flow
- From retail to hotel and other formats, we have experienced almost every brand new store. And finally we focused on the trade form of hotel brand. So, the idea of creating an immersive experience space comes out.
Later, when our team completed the overall design plan, many of the product lines that we are seeing now were developed backward from space design, and Tongrentang's almost perfect endorsement allowed this backward process to be realized. - Research
- Probably in 2014, Tongrentang seems to have encountered bottleneck. The selling form relying on traditional stores urgently needs to be changed, so the brand proposed a strategic transformation from products to services at that time.
After proposing the transformation, Tongrentang and we began field investigations at home and abroad. From retail to hotel and other formats, we have experienced almost every brand new store. And finally we focused on the trade form of hotel brand. So, the idea of creating an immersive experience space comes out. - Inspiration
- After proposing the transformation, Tongrentang and we began field investigations at home and abroad. From retail to hotel and other formats, we have experienced almost every brand new store. And finally we focused on the trade form of hotel brand. So, the idea of creating an immersive experience space comes out.
- Image Credits
- Beijing Wuxiang Space Architecture Design
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