Gold Interior Space and Exhibition Design · 2021
Tongrentang Zhima Health Offline Experience Store
by Yong Wong
- A' Design Award 2021 Gold Winner in Interior Space and Exhibition Design
- Awarded April 15, 2021
- CLIENT: Beijing Tongrentang Health
- Estimated Number of Design Views: 20,424
- Verification code 0376984555 · Verify this award
About Tongrentang Zhima Health Offline Experience Store
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.
This distinguished interior environment, realized as an offline experience destination for a venerable wellness tradition, represents a sophisticated synthesis of heritage consciousness and contemporary hospitality design that positions the visitor within a carefully choreographed sensory narrative celebrating botanical wisdom and artisanal craft. The designer demonstrates remarkable sensitivity in selecting a material palette that grounds the space in warmth and authenticity—substantial wood surfaces ranging from lighter honey tones to rich walnut establish visual continuity while the strategic deployment of polished brass introduces luminous counterpoint that elevates the composition beyond rustic simplicity into refined elegance. The ceiling treatment merits particular consideration as an innovative architectural gesture: the geometric lattice of white elements creates rhythmic visual texture while allowing the organic brass conduit system to meander through like branches or roots, establishing immediate formal dialogue with the magnificent etched tree panel that serves as the space's iconographic anchor. This botanical imagery, rendered with delicate precision against its golden ground, functions simultaneously as decorative element and symbolic statement, connecting the contemporary space to ancient traditions of herbal knowledge and natural philosophy. The service counter arrangement suggests ceremonial purpose, with precision coffee preparation equipment displayed as implements of careful ritual rather than mere utilitarian tools, inviting contemplation of process and craft. One might observe how the layered lighting scheme creates intimate atmospheric conditions that encourage lingering engagement, while the considered placement of scholarly volumes on background shelving reinforces themes of accumulated wisdom. The viewer is invited to consider how architectural space itself might communicate values of care, tradition, and authentic material presence.
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
Colors of Tongrentang Zhima Health Offline Experience Store
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