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Established in 2024, FUZOZO is a pioneering brand centred on AI large-model technology. Specializing in providing emotional companionship for Generation Z, it offers a multi-modal interactive and social AI companion toy. Tens Atelier has been commissioned to create FUZOZO's inaugural concept store.
The project's background presents certain unique characteristics. As the brand's flagship concept store, its implementation phase encountered particularly distinctive conditions. At project commencement, we were still working with Fuzozo mock-ups, with the final production adjustments for the finished products still underway. Even the brand itself possessed only five mock-ups. This meant that upon the store's initial completion, the on-site display could only showcase approximately ten mock-ups, resulting in an incomplete product presentation. Concurrently, the store's opening required alignment with the overall launch of the mall's entire floor, drastically compressing the design and construction timeline. The entire process, from conceptualization to completion, had to be executed within 30 days. Consequently, the project's core challenge lay not merely in presenting the concept, but in achieving the integrity of the design outcome, the rationality and feasibility of material selection, and the efficient coordination of construction techniques.
From a design perspective, the foremost purpose of a space is to engage passing customers in an engaging manner, compelling them to linger and explore. With this in mind, we conceived the spatial concept of the “Forest”. We envisioned the “Forest” not merely as ornamentation, but as a tangible yet imaginative setting that imbues the space itself with a distinctive narrative quality. We metaphorically envision FUZOZO as an alien species from outer space, whose birth and growth unfold within the ‘forest’ we have cultivated. The space transcends being a mere vessel for retail products; it becomes a place of growth and habitation, immersing customers in a novel and distinctive experience.
Therefore, from the perspective of project implementation, we devised a construction strategy centred on modular units. These modules are right-angle oinclined conical stage with an upper diameter of 180mm and a lower diameter of 360mm. Leveraging their distinctive geometric characteristics, we inverted them spatially and arranged them through rotational variations at different angles. This creates a facade effect that, when viewed from a human perspective, exhibits rich layering and a highly dynamic quality.
Regarding material selection, our initial concept involved an inflatable structure incorporating internal spotlights to create a soft, diffused effect. However, considering the fire safety regulations applicable to the actual usage scenario and the heightened safety requirements necessitated by the presence of numerous children within the venue, we ultimately abandoned this approach. The final solution employed coloured resin-impregnated fibreglass. As a rigid yet translucent material, it successfully achieves the desired ethereal texture while meeting all stability and safety requirements for fire safety certification.
Following the initial formulation of the proposal, to ensure its feasibility, we did not immediately engage with the brand owner. Instead, we first conducted technical discussions with the factory to verify whether the plan could be executed within the remaining 20-day construction period. The factory proposed a solution involving the simultaneous production of two sets of moulds, establishing two production lines operating around the clock to guarantee the completion of all unit construction within such a tight time frame. Only after receiving the factory's affirmative response did we proceed to present the proposal to the client.
In terms of spatial colouring, considering the brand's primary consumer demographic spans a broad age range—primarily women aged 5 to 30—we have selected soft, approachable colour combinations. The pairing of pink and yellow creates a dreamlike, warm forest atmosphere, rendering the space both playful and adaptable to the aesthetic preferences of consumers across different age groups, thereby enhancing the immersive experience.
In terms of circulation design, we deliberately crafted a layered, progressive experience. Viewed from the façade, the shop's entirety remains partially concealed, maintaining an air of subtle mystery. Customers sense the bustling flow of people within, yet cannot clearly discern the true layout of the interior space. This uncertainty serves as the initial draw, guiding patrons along a predetermined path for exploration once inside. This design not only extends their dwell time but also creates more opportunities for interaction between the brand and consumers, enabling them to gain a deeper understanding of Fuzozo and the story behind it.

FUZOZO Concept Store