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The Impact of Traffic Flow on Retail

Founded in 1993, KANIN KONGE Cashmere is a renowned company specialized in cashmere and silk products development, production, sales and brand operation. TensAtelier, a local avant-garde design studio, was invited to design a new image store in the Wujiaochang shopping district in Shanghai. The client would like to explore the impact of pedestrian traffic flow design on retail within a compact space. The main design is themed on the sense of space, the traffic flow, and the relationship between materials and displays.

The key point of the design is to achieve an unconventional traffic flow to maximize customer retention time in the store and to increase the display area. The layout of the store is a relatively regular square frame. We firstly divvied the entire space into two sections, i.e., the warehouse and the fitting room. Then we made full use of the warehouse space to incorporate the only pillar on site, with this endeavor, the space looks more structured. Concurrently, two thin walls were inserted and rotated by 10°, in this way, the front space is expanded whereas the sense of congestion is mitigated so that customers are encouraged to walk inside. Moreover, the two thin walls can also create a different pedestrian traffic flow. 

With respect to the lighting, we simplified the layout as simple as possible on the premise of ensuring the overall illumination. The entire lighting was divided into two sections. Conjoining ceiling structure with light sheet, the circular lines of the ceiling are showcased and divided the exhibition into 5 sections. We also highlight the key displays with concealed spotlights. 

The interior is neither overly decorative nor complicated. While warm yellow art paint and the hand scratch paint constitute the principal materials. With the simple and minimalist style in terms of structure and materials, the displays subtly become the sheer focus of the facade.