SOFFICE

When a European brand enters the Chinese market, it often faces a very different cultural and spatial context. This is especially true for high-end brands, used to operating in architecturally rich, elegant environments like the historic centers of European cities. In those settings, design can afford to be minimal and understated, relying on the surrounding atmosphere to complete the experience. But in vertical, hyper-contemporary cities like Shanghai, where flagships are often located inside high-rise buildings made of concrete and glass, the same design guidelines may no longer be effective—or worse, misinterpreted. That's when adaptation becomes essential—not by diluting the brand's DNA, but by elevating it to match its new context.

Our redesign of 'ELITE’s Shanghai showroom' began with this principle: to bring harmony without disruption. Some materials previously used created visual inconsistency, combining warm tones with cold whites. We replaced the flooring with natural wood parquet and added soft-grain rugs to bring warmth, comfort, and spatial coherence—an essential foundation for helping customers imagine these products in their own bedrooms.

The 'mattress testing area' also needed rethinking. The privacy curtain was placed right at the foot of the bed, which created a cramped and slightly awkward experience for clients trying to relax in the middle of a store. We enlarged the space and introduced a courtesy set with chairs and a side table, offering a moment of calm and comfort.

In the 'sofa section', two main issues stood out. First, a raised platform designed for events was uncomfortable and even hazardous; second, the cubic displays clashed with the curved wooden backwall. We replaced the stage with a soft rug and introduced a system of hanging curtains that can slide open to reveal screens and product samples when needed—softening the space while making it more functional.

Finally, the 'flagship mattress', the brand’s star product, deserved a dedicated spotlight. We removed other nearby elements, doubled its display area, and added a canopy above the bed to emphasize its premium status. A new window display featuring linens and props completes the narrative with elegance.