ZIPLAB Off-line Store, China by PMT Partners

Chaohong Database, A Tail-eating Gluttonous Snake Game

Project Specs


非常感谢 加减智库 予gooood分享以下内容 。更多关于他们:PMT Partners on gooood
Appreciation towards PMT Partners for providing the following description:


Production today is not merely the production of products, but also the production of consumer desire and consumer passion as well as the production of consumers. —— Baudrillard


With the iteration of consumption and the continued alienation of consumer hierarchy, new words and symbols are continuously created and then consumed. In the 1960s, Guy Debord wrote that spectacle construction has become a key link in a consumerist society and the decisive structure in the mode of material production has started to shift to the image-oriented mode of spectacle production. 50 years later, the popularization of the mobile internet and the explosion of information make spectacle construction increasingly fast and diverse and make everyone present a participant and builder of consumption spectacle.

▼广州北京路店项目概览 ©曾喆
overview of the Beijing Road Store ©ZENG Zhe

ZIPLAB是”ONION GLOBAL洋葱集团”业务生态下的跨境电商线下体验店,力图打造“年轻态”用户的潮红经济圈。广州北京路店和海口万达店两个门店作为同一个系列的呈现,旨在探讨当代语境下如何通过符号的暗喻、景观的构筑来建立人与商品的链接,人与人的交互,人与场景的融合,从而创造更大的流量价值和更具体验性的社交消费。

ZIPLAB is a cross-border e-commerce offline experience store within the business ecosystem of Onion Global and tries to create a brand-new economic circle for young users. Beijing Road Store in Guangzhou and Haikou Wanda Store, as the presentations of the same series, aim to explore how to build the link between people and products, establish the interaction between people and achieve the integration between man and scene, thus creating greater traffic value and generating more experiential social consumption, through symbols, metaphors and spectacle construction in the contemporary context.

▼海口店项目概览 ©曾喆
overview of the Haikou Store ©ZENG Zhe


▼方案概念 ©加减智库设计事务所
Concept ©PMT Partners

Cross-border e-commerce going from online to offline is a process similar to file compression, which needs to put as many as products and cultures as possible in a space; while in bricks-and-mortar stores, leading offline experience back to online traffic is a process of decompression, which makes consumers learn about the powerful endorsement behind the brand and offers consumers with more choices online.

Façade of the store ©ZENG Zhe

LED streaming acrylic column at entrance ©ZENG Zhe


Beijing Road Store, Guangzhou

ZIPLAB广州北京路店围绕“潮红数据库”的概念展开设计,将门店的体验路径和品牌故事线并行。店面划分为三大区域:潮红ARCHIVE HALL,潮能CHARGING TOWER,潮云DATA VAULT。

axon drawing of Beijing Road Store ©PMT Partners

ZIPLAB Beijing Road Store in Guangzhou is designed based on the concept of “Database”, and parallels in-store experience path and brand storyline. The store is divided into three zones: Archive Hall, Charging Tower, and Data Vault.

Entrance area ©ZENG Zhe 



进门通高的archive hall,潮红的亚克力墙在垂直方向上撑起整个大厅;而水平方向上延展的饰品柜则贯穿整个店面的进深。

In the towering archive hall in the entrance, the acrylic wall vertically supports the entire hall; while the jewelry cabinet horizontally extends through the entire store.

Acrylic wall in entrance hall ©ZENG Zhe

Jewelry cabinet horizontally extending ©ZENG Zhe


As the protagonist of the entry space, this compressed jewelry wall, as the leading part in the entrance, is like the “arsenal” blown open in a game, where players choose their own equips according to their preferences and attributes. Besides sales function, the entire space offers consumers a brand-new scene for independent exploration.

Waiting area in entrance hall ©ZENG Zhe

blind box area ©ZENG Zhe


The two axial dislocations formed by the vertical acrylic wall and the horizontal stainless-steel cabinet make the far end seem to narrow and strongly directive. Coupled with the guidance of light strips, it effectively resolves the diversion problem of the L-shaped plane turning and leads people to deeper experience.

Pickup area and jewelry Display Cabinet ©ZENG Zhe


The antechamber ingeniously forms a front section and a back section through angular dislocation and the partition of the acrylic wall, enabling waiting area, pickup area, blind boxes and other extra spaces to hide behind; the impending LED screen aside continuously shows ZIPLAB’s attitude of selecting the best things in the world.

▼入口通高的天花 ©曾喆
Ceiling of entrance hall ©ZENG Zhe

▼细部 ©曾喆
Details ©ZENG Zhe



潮能CHARGING TOWER是整个门店的中部核心,是步入保险库前的序厅;这里是压缩包被解压的过程,是商品条码爆炸散落的地方。

Structure diagram of the ceiling installation in central area ©PMT Partners

The Charging Tower is in the center of the entire store and is the lobby to the vault; here is the process of unzipping a compressed file and the place where the product barcodes explode and scatter.

Middle cargo area ©ZENG Zhe


The fragmented installation on the top is like an exploded energy board, clustering and concentrating in the burly illuminant cylinder. The shelves on both sides are placed symmetrically, layer upon layer and ascending like a hill.

Ceiling installation in shape of photovoltaic panels ©ZENG Zhe



进入潮云DATA VAULT区域,这个被发光体包围的神秘空间仿佛一个珍品的保险库。空间的核心是象征时空的数据传输塔,它就像一个连接线上线下的精密仪器。发光的墙体通过上下的镜面形成虚拟的映像无限延伸,暗示着线上世界无穷无尽的商品编码,以及在云端数据库里没有容量上限的虚拟空间。

structure diagram of the display installation in light luxury area ©PMT Partners

Into the Data Vault, this mysterious space surrounded by illuminants is like a treasure vault. The center of the space is a data transmission tower which symbolizes time and space, and it is like a precision instrument that connects the online and the offline. The luminous wall generates a virtual image that extends infinitely through upper and lower mirrors, implying the cyberworld.

Light luxury product display area ©ZENG Zhe

Light luxury product display area ©ZENG Zhe


Haikou Wanda Store


axon drawing of Haikou Wanda Store ©PMT Partners

For Haikou Wanda Store, under the same series as ZIPLAB Guangzhou Road Store, its plane layout further interprets the shopping experience where online and offline, zipping and unzipping are interconvertible. The treasure vault in the central position is like a zipped file and is unzipped into folders of story scenes after downloaded, which contains a vast number of product files in different formats where consumers search and consult matched data according to their preferences, then make a purchase and form images and upload to the lab for cloud sharing.

Light luxury product display area ©ZENG Zhe

▼中央装置 ©曾喆
Central installation ©ZENG Zhe

▼金属货架中的视角 ©曾喆
View from the metal shelves ©ZENG Zhe


珍品数据库 | Treasure Database


It is like searching data from folders layer by layer, then following the ascending shelves into the treasure database embosomed by mirrors; this extremely compressed space presents a slightly surreal scene through multiple reflections and brings people immersive and futuristic consumer experience.

Light luxury product display area ©ZENG Zhe


成分研究所 | Ingredient Lab

ZIPLAB “selects” and “amplifies” related categories in the professional supply chain, and subdivides them according to the chemical composition of products, forming a unique consumer group. The space design of this part further stresses the concept of “LAB”, and the lab-themed scenes display ZIPLAB’s ability to continuously improve its selection of products worldwide.

Ingredient Lab ©ZENG Zhe


国际物种仓 | International Species Warehouse


At the end of the experience, a space called “International Species Warehouse” is set up to link offline and online images, so that the offline experience can effectively generate online traffic. Through the columnar transmitter and explosively dislocated streaming media, the consumers offline can see the punch-in images uploaded by consumers online. According to the preferences of offline consumers, the cloud pushes more online choices of categories.

The channel towards to the international species warehouse ©ZENG Zhe

International species warehouse ©ZENG Zhe


Each of us has inevitably become a participant and builder of spectacle image, and will inevitably influence and even determine the landscape of future together. ZIPLAB is our reflection on the spectacle image of the contemporary consumer society. We try to use a closed-loop consumer perspective to create an infinite loop of online and offline and compression and decompression, just like an experimental tail-eating gluttonous snake game.

▼细部 ©曾喆
Details ©ZENG Zhe

Floor plan of Haikou Store ©PMT Partners

▼ZIPLAB广州北京路店平面图 ©加减智库设计事务所
Floor plan of Beijing Road Store ©PMT Partners


Project Information:
Project Name: ZIPLAB Off-line Store
Design Firm: PMT Partners Ltd.
Contact E-mail:
Principal Architects: HU Yan , ZENG Zhe , ZHAO Weihao
Project Director: GU Zhenlin, LIN Mianshi
Design Team: GUAN Haozheng, LIN Yongjun, PANG Cheng, CHEN Yihui
Photographs: ZENG Zhe.
Client: Onion Global

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