Today, China is leading a revolution in new retail area around the world. The online e-commerce giants represented by Alibaba and Tencent are actively expanding the offline retail sector. On the contrary, the traditional offline retail industry is also seeking for the online model. The new resource-integrated retail approach formed by online and offline integration has become the hottest topic of this era. Heyshop in Shanghai Xintiandi is the offline practice of the new retail in the current online shopping era.
▼室内全景，overall interior view
这家200平的小店，竟然有7个试衣间 | Seven Fitting Rooms In The 200m2 Little Store
The fitting rooms align along the store’s open side as a row, locating in the middle of the shop, dividing the entire store as front section (home accessary part) and rear section (clothing part). Customers could pass through any one of the unused fitting rooms from one side to another, which means the original circulation space is also fitting room space. Theoretically, seven fitting rooms come out without losing any display area. In fact, this scheme also brings the least affect to the display quantity, which totally fulfill the requirement of all the SKU display from the client.
▼位于商店中线上下位置的7个试衣间，顺着店铺的开敞面排成一排，可作为过道使用，seven fitting rooms align along the store’s open side as a row, located in the middle of the shop and used as the aisle
However, it comes with the challenge. On one hand, the fitting rooms couldn’t be too small, otherwise it has no difference with the traditional ones, which will reduce the dressing experience, on the other hand, the store still need other program, which also require much area. Thus, to balance the area between fitting rooms and the display area becomes to the key in this store. Here we offer a perfect solution – let the fitting rooms have an aisle function.
▼试衣间，圆柱形试衣间可以作为过道，the cylinder fitting room can act as the aisle
▼右侧超大试衣间的幕帘拉上，便可作为闺蜜在一起聊天、搭配和互动的私密空间，moving the curtain to cover the extra large fitting room on the right, making it become a space for friends to gossip and dress up together
Traditional store cares more about the display quantity of the stock keeping unit (SKU). So the fitting room is a necessary but auxiliary program – just to complete the shopping process only. Because of OMO, the display quantity became not as much important as before since it could be shown from online, whereas fitting rooms, the crucial part of experience, play much more important role at the moment, cause it cannot be replaced by online service. Under this circumstance, SEVEN FITTING ROOMS, including two extra large ones, come out in this 200 m2 little store, to meet the requirement of physical shopping experience. The initial idea is to enable the fitting room to be a place where the best friends could gossip together, dress up together, etc. That is why a dressing table and a display stand are put in it.
Since the fitting rooms also play the function of aisle, a new problem was to naturally switch the two functions from one to another. After the brain storm, the solution is quite simple. The cylinder structure helps the curtain move to cover both the front and rear door hole at the same time, and simultaneously, the move of the curtain triggers the infrared device to enable the indicator light on or off. In this way, the switch of two functions perfectly resolved in one step.
▼试衣间区域细节，配有化妆台，让顾客更衣体验时能有在闺房的感觉，details of the fitting room area with the dressing table, make the space meet the requirement of physical shopping experience
OMO新零售 | OMO New Retail
Heyshop不是一个传统意义上的店铺。她是基于大数据驱动的线上线下联通Online Merge Offline（OMO）的新零售集合店。店铺的设计中，充满了对传统设计的颠覆和对新型OMO模式的顺应。
Heyshop is not a traditional retail. It is a new type of collection store, drove by the big data, merging online with offline (OMO). In the design process, we proposed a series of points to challenge the traditional retail and to comply the new OMO model.
▼商店后区的服装箱包区和休息区，the overall view of the clothing part and rest area at the rear section
Unlike the traditional retail, flexibility is the most crucial feature in Heyshop. The products displayed are not coming from different brands only. They are also coming from different categories. Based on the big data analysis, no product could guarantee itself be kept in the store all the time. Not only the brands, could the category be replaced in different season. Today, Heyshop may sell cosmetics, while tomorrow, it may sell 3C products. Hence, it is the mission for this new type OMO retail to continuously change the display type and recommend new products to the public.
▼商店后区的服装箱包区，the overall view of the clothing part at the rear section
▼透过试衣间看商店后区的服装箱包区，the detailed views of the clothing part at the rear section looking through the fitting room
▼商店前区的家居饰品区，the home accessary part at the front section
▼室内商品陈列空间，采用了最具陈列灵活性的洞洞板展示方式，interior display space, adopting the flexible perforated display plates
To fulfill this requirement, we adopt and improved the perforated plate display, which is the most flexible and potentially a good looking display system. Whereas the challenge is also coming along. The perforated plate display system needs high standard display ability for the store manager. If it is a traditional store, we may choose to simplify the difficulty of displaying. But considering Heyshop is not a traditional one, the previous experience may be not suitable here. We still believe this system are the best choice for Heyshop. Because in the future, one of the key requirement for the store manager may not to sell as much stuff as possible. It may be the good sense of matching and the capacity to set high standard display, in order to increase both the online and offline purchase conversion rate, which is the most important profit model behind this new type of retail.
Moreover, in order to emphasize the concept of OMO, the online shopping elements were extracted and placed in the physical store, reminding and encouraging the customers to make online order when they have offline shopping. That makes the online merge offline a closed loop.
▼香氛和瑜伽垫售卖区也采用洞洞板，the fragrance and yoga products area uses the perforated display plates
仓库前置 | Front Warehouse
Another rule to be broke in retail design is to set the storage at the front. Again, it also based on the feature of OMO new retail. The traditional retail needs to prepare as several times as many SKU in stock, which normally require large amount of space, while the new retail Heyshop could set the storage in cloud, which means less physical space needed. So that the storage could be combined with package and cash counter together as a service window, and set at the front of the store. The façade of this independent storage is made of embossed glass with the irregular arranged white boxes behind. Along with the time past, the arrangement of boxes changes as well, delivering the message of cloud storage concept.
▼带有收银窗口的前置仓储空间，透过半透明的压花玻璃立面可以看到仓库内的盒子，the front storage space with a cashier window, using the embossed glass with the irregular arranged white boxes behind
总结 | Conclusion
Around the concept of new OMO retail, we not only offer a nice fancy store, but also try to define the game rules of the NEW RETAIL in this new age as well as propose a new strategy for commercial retail transformation.
▼试衣间细部，details of the fitting room