W Plus — Baicai Design

W Plus

W-PLUS, a buyer store based in Beijing, has commissioned Baicai to design its new store in Sanlitun. The goal is to create a space that embodies the brand's spirit while offering an enhanced experiential atmosphere.

Project Info:

Status: built, 2024
Area: 415 sqm
Client: W Plus
Location: BeiJing
Photography: Topia Vision

The project is located on the first floor of a two-story concrete and red brick building, covering nearly 500 square meters. The space features a column grid structure. Through thoughtful layout design, we aim to minimize the visual impact of excessive columns and create an open, experiential commercial environment.

The design uses a series of curved walls to divide the space into open and private areas. Activity zones, restrooms, fitting rooms, storage, office, and reception areas are all placed behind the curved walls, leaving a large open area for operations. Purple, as the brand's primary color, is subtly integrated throughout the space. The rest of the design employs neutral colors and materials to ensure spatial cohesion. Using an installation-style approach, we create visual tension and a sense of ritual, enhancing the experiential quality of the space.

In the open area, we integrate columns with functional elements to minimize their visual presence. Around the columns, we create bars, display shelves, and exhibition cabinets, forming a cohesive spatial composition.

Within the store, we use decorations to create depth and visual layering, achieving a dynamic spatial experience where each step reveals a new scene.

Through the gaps in the curved walls, glimpses of the smaller functional areas are revealed. We aim to use this sense of "spatial gaps" to balance concealment and curiosity, creating a dynamic and engaging spatial experience.

Comfort is at the core of the experience. The integration of furnishings, soft decor, and meticulous attention to material details ultimately creates a rich and layered experiential space.