Super Seed Concept Store

The Super Seed concept store is a retail interior for a plant-derived skincare brand built on cutting-edge botanical research, with a design team led by Deng Ye, Zou Dejing, Hou Shaokai, Zhang Wanyi, Jiang Lu, Zheng Yu and Zhan Di; structure by Tao Xinwei, lighting by Zhang Xu, built by Youlong Jinsheng. The brand's scientific research is one of its core competitive strengths, and the design responds by adopting the spatial image of a laboratory, built around the idea of extraction from natural seeds, so that a sequence of technological, laboratory-like scenes offers consumers an imagination of science, rigour and trust. The critical measure of success is whether the space is memorable and new enough. In the networked age, the attention economy is one of the underlying logics of a viral space; newness, or an experience distinct from comparable retail spaces, is now the expected baseline for a successful new-retail store. The design team argues, however, that this new experience does not appear from nowhere but is built on a fresh interpretation of familiar spaces. Innovating the use of well-known functions, so that a commonplace spatial experience changes, lets consumers understand why the novelty has arisen and builds a cognition of new rather than simply strange. As a representative new-retail brand, Super Seed's offline store becomes an opportunity to think deeply about commercial space in the internet age. The lead architects are Zheng Yu and Zhan Di.