A Readable Store – Magmode in Hangzhou, China by RIGI Design

A three-dimensional magazine! A living, breathing store!

Project Specs


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Appreciation towards RIGIdesign for providing the following description:


There are many ways to express a brand; It could be a monotonous expression, or a diversified presentation. It is similar to magazine in this regard. A magazine has an unified tonality and values, it starts contact with readers through different contents, but a brand connects to clients through different products. It’s logicality, upgrade ability, and continuity have something in common. Magmode is a brand that combines works of many designers, thus a unified concept is needed to express the logicality of the whole brand. In the design of Magmode, RIGI hopes to build a new concept in the terminal: a three-dimensional magazine, a readable store.

▼ 入口目录区,entrance with contents


RIGI defines different areas of the space as different sectors of a magazine. The shop signage is the cover of a brand, and there is a content of the newest seasonal designs at the entrance. Every display area is defined as different pages, which presents different contents in the space just like a magazine does. The concept of regular updates could be seen everywhere. The background wall of the brand is defined as brief seasonal introduction of the magazine. The whole design forms a unified concept; a unified multi-element.

▼ 不同空间展示不同内容,多元而统一,different sections in a unified multi-element

▼ 主题展示空间,exhibition space showing the main theme

▼ 生活杂货区,grocery space

▼ 只卖一本书的空间,space selling only one book


The most important thing is that the space accurately expresses the tonality and concept of the brand. In RIGI’s concept, space should have diversified communication with people, updated contents provides more possibilities to the space and people’s experience.

▼ 收银台和楼梯相结合,counter with stairs

▼ 楼梯间设有几何图形装饰,staircase decorated with geometric wall lights


Since opening, magmode of Hangzhou Kerry Center store has received great attention from consumers, and it has been a hot topic in public communication. Against the current situation of overall downturn environment for physical stores in recent years, magmode of Hangzhou concept store is an exploration of China’s future business model and a possibility of cultural lifestyle in China’s future business development by RIGI and magmode.

▼ 一层平面图,first floor plan

▼ 二层平面图,second floor plan

设计公司:RIGI睿集设计 (www.rigi-design.com)

Project Name: Magmode of Hangzhou Kerry Center store
Type: retail
Design company: RIGI Design (www.rigi-design.com)
Chief Designer: Liu Kai
Area: 600㎡
Location: Hangzhou China
Design Time: 2016.10
Built Time: 2016.12
Photographer: James Chan

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