Flexible Retail Space For E-Tailer in Shanghai – China

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Bottomless pockets and extremely good contacts with the landlord are required in most major global retail districts to pull off a concept such as ‘By’ in Shanghai profitably.

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Using space flexibly and creatively is a common dream of brands. It is not a new idea to mix offerings, switch concepts and curate new collections frequently in a pop-up fashion in various locations, or as in the case of By, in one location at Soho Fuxing Plaza in Shanghai.

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Looking at the vast space of 815 square metres (8,2 sq.ft) it just seems unthinkable in high-rent cities such as New York or London to make a profit this way.

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However, with its population of 26million, Shanghai is not like any other city, and within the brick-and-mortar retail world, size seems to matter there more than anything else. The bigger, the better.

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And making a profit off this space is not the main goal here. Clearly, the streetwear online retailer By is testing the waters with a physical location as are so many other e-tailers.

‘By’ is also asserting and expressing the brand’s high-energy streetwear vibe, and attempting to engage its core customers with more opportunities to participate and express their fandom.

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Shanghai and Kuala Lumpur-based architecture and design firm Spacemen designed the envelope space to be as flexible as possible.

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They used various floor and wall materials to suggest division, but the main area is open and wall-less.

Flexible structures are used to set up various events, and to accommodate different products – including the initial clothing and Bearbrick displays.

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Industrial vibes and construction material elements are suggested by the aluminum pipes and the 600 reclaimed shipping pallets – all easily moved and quickly reconfigured for new events and set-ups. Tuija Seipell.

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Flexible Retail Space For E-Tailer in Shanghai – China

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