Hangzhou Tower 501 brings together commercial offices, retail and residential, and Benoy says that the priority for the retail interior design project was exploration and diversity in its design. Spanning the lower six storeys of the mixed-use devlopment, the 50,000sq-m mall introduces a mix of retail, F&B, entertainment and lifestyle stores.
"The development was originally designed for office use but was later converted for the retail and commercial programme. We had to bring our repositioning experience to the project to help to transform the initial grid-like configuration into a space which would be successful for retail," said Simon Wong, director at Benoy.
Because of this, the firm’s conceptual design references the idea of a 'Jewel Box'. The design team used the nature of the space to create 'A box within a box' experience, framed by strong lines throughout the interiors. In the Department Store, for example, boxes made of different materials and in different scales have been positioned across the floors to create points of interest within the retail setting.
The atrium surrounding the main escalator has been utilised as a merchandise gallery space, where glass shelving displays and reflective stainless-steel boxes line the open area to create a vibrant visual experience for visitors as they ascend through the mall.
One of the main feature areas is the Children and Infants' level within the Department Store which spans an entire floor. Drawing on the concept of nature, green hills, trees and small-scale colourful houses have been designed and installed across the different tenant areas. Promoting activity, fun and exploration, the area entertains and engages with children. The cashier desk, for example, mimics a large-scale piece of cheese, with crawling holes to encourage play.