BABAMA Concept Store, Chengdu

Close to two subway exits, the project stands out with abundant customer flow and advocates individuality and self-expression in the second phase of the Xintiandi fashion business district in Huangpu District, Shanghai. As the first BABAMA store, it has great significance to the brand. It is a congealment of the brand spirit and philosophy that BABAMA has accumulated since its establishment in 2011, as well as an in-depth dialogue about inheritance and fashion from the perspective of industrial aesthetics.

The heart, an important hub in the biological circulatory system, provides pressure for blood flow and pushes blood to run through the whole body. It offers sufficient blood flow to organs to provide oxygen and various nutrients so that cells can maintain metabolism and function and keep organisms operating and maintaining vitality

As one of the core elements of BABAMA, the pumping heart appears in the form of an art installation, which brings the original core of the brand spirit into the real space and forms a core visual focus that can be perceived.

The overall narrative logic of the space follows this design concept, which completed the secondary creation and transformation from the perspective of design by dismantling the biological circulatory system of arteries and the structure of material transportation in the body. The design follows the material transporting rule to arrange the space division, movement path design, and other creations. In this layout, the mechanical heart installation becomes the core of the space, continuously transporting energy for each area.

BABAMA builds its own circulatory system with these three core elements. Paying tribute to traditional industrial aesthetics, the design integrates natural elements and heart images to convey the core brand concept of pulsating life, which is an important basis for subsequent product design and space arrangement.

The brand icon items are displayed on the circular tray of the conveyor belt. As they are placed one by one along the curved channel, the black leather tray highlights and restores the texture of metal and gemstone to the greatest extent, achieving an innovative viewing and interactive experience.

This kind of display mode can fit the brand’s multi-series product lines and future development trends. It also ensures that customers entering the shop are guided through the planning of the movement to maximize their experience from space and the reach of the products.

BABAMA, continuing the craftsmanship spirit of our fathers, Continuously growing, forever leaping.