TGY Shenyang brand collection store

A place of interaction or a retail space? This TGY multi-brand store in Shenyang, designed by RAMOPRIMO, prefers the former. It goes without saying that pure retail function has gradually become only one of the attributes of a retail space. Many brands and companies choose to integrate auxiliary functions offline, activities, exhibitions and dining being only some of them, in order to win back consumers drawn to online shopping by same-day delivery and free returns. If they do not, the prospects of offline stores are precarious. TGY will not be a traditional shop but a gathering place for fashion lovers, stimulating talk about a fashion lifestyle, organising creative events and providing photographers with shooting sessions. It embeds impressive different functions in the same space: a custom shop, a flexible event area, a temporary exhibition for guest designers to show new collections, a coffee area, a beauty centre and a flower shop. This means that the shop offers a constantly changing experience according to time and circumstance, and each visit is slightly different. The decision-makers behind the multi-brand retailer TGY carefully considered their strategy before choosing RAMOPRIMO to design a 600-square-metre store in Shenyang, China. The project is a 600-square-metre multi-brand fashion store that combines retail, events, cafe, beauty and flower functions in one flexible space. It is a demonstration of how a department-store-style fashion retailer can reinvent itself as a social and cultural venue, using movable furniture, event spaces and an embedded cafe to turn shopping into a repeated experience rather than a one-off transaction. The result is a store that changes through the day, from coffee and browsing by morning to events and pop-ups by night.