Tmall and the physical fitting room
The store is a sum of four parts with each buyer’s collection taking on a different look and feel. The Mori Girl concept space features bamboo poles which form a tepee with hemp ropes that act as a clothes rack. The pale tan bamboo is offset with milky white textured walls and white flooring
The Celebrity Collection Area houses dominant golden cages, which are also designed as clothes racks with items hung both inside and outside the cages. Multiple spotlights highlight the minimalist clothing and are complemented with the dusty pink floors and walls. Here the fitting rooms are decadent with a make-up area and of course the perfect ‘selfie’ area.
In contrast, the OL Collection Area has a masculine feel with dark grey flooring, concrete art paint walls, black wrought iron rails and a fireplace with wood veneer. The Fashion Girl Collection also features fluorescent-colour wire cages with matching coloured lighting, representing a more casual, retro space-age setting.
And this is not to forget the online roots – the exterior of the store features a large internet screen for customers to interact with. This is another example of an online retailer recognising the need for a physical space to reach the customer.
Source: Alumind
