JOOOS Fitting Room

JOOOS Fitting Room brings the top 100 fashion brands on the online Tmall.com marketplace together in a physical environment. It aims to create offline shopping experiences to compensate for the loss of engagement in modern online shopping.

Located at the ground floor of the Commercial Street Phase II on Xingguang Avenue in Hangzhou, the fitting room store is divided into four zones that reflect the brands featured in them: Mori Girl, Celebrity, OL and Fashionable Girl. The featured brands are curated and classified into the various zones based on big data analysis of local consumer habits.

Interactive digital screens are placed at the main entrance for shoppers to browse through the website before entering the store.

The first zone is the Mori Girl area, featuring milky white textured walls, white floors and tepee-like clothes racks made with bamboo poles and hemp rope. The bright space and primitive materials echo with the simple garments displayed in this space.

The Celebrity zone features many delicate golden cage-like structures that function as clothes racks, or hang upside down from the ceiling as lamp shades. Seen from a distance, they look like princess ‘bubble skirts’ or Victorian dress frames, evoking a sense of royalty. Fitting rooms are located within larger ‘cages’, with mirrored glass covering the curved surface. Each fitting room has a rest area, a make-up area and a selfie area.

The OL zone is carved out with dark grey floors, concrete painted walls and framed track lighting. Wood veneer accents and a fireplace soften the texture of the space, while clothes hang from minimalist black frames.

In contrast, the Fashionable Girl zone is an explosion of large blocks of colours, emphasising individuality and vibrant personality, as reflected in the clothes hanging off colourful metal grids and cubes. Giant buttons float from the ceiling like flying saucers, while hanging traffic mirrors reflect the patterned textile floor.

The biggest constraint for this project was the limited time frame. The 1,850-square-metre space was completed within the allotted two months, thanks to good coordination between the factories and the construction side, resulting in a refreshing shopping experience with a myriad of displays and interpretations of the dressing philosophy of women’s clothing.

PROJECT DATA
Project Name: JOOOS Fitting Room
Location: Hangzhou, China
Completion Date: August 2016
Client/Owner: JOOOS
Gross Floor Area: 1,850 square metres
Interior Design Firm: X+Living
Principal Designer: Li Xiang
Design Team: Liu Huan; Ren Li-Jiao; Jia Yuan-Yuan
Images: Shao Feng