If online retail is growing dramatically, offline must evolve to offer an increasingly engaging experiential journey. Like the one - enveloping and dreamlike - created by Panda Nana for Jinan Truly Malaysia's Home in China

The retail sector has entered was 3.0 and consumer demand is changing, it's not just about the product anymore. The pandemic has given a very strong acceleration to digital distribution, consequently also the physical retail spaces, which remain a point of essential reference, are changing. They must change, to involve all five senses in the shopping experience.

Guide to purchase by staging stories

If until a few years ago the interior design projects of shops, boutiques and showrooms were focused on product display, today sales spaces must stage (suggest) stories, communicate values ​​and contents that integrate with the pieces on display. Like space Jinan Truly Malaysias Hom, designed by Panda Nana a Jinan, Shandong, in China, which buying guides in a soft ethereal and dreamlike way. A ethereal and at the same time reassuring and engaging sensory experience, an evocative perceptive journey, a place of well-being for the body but above all for the mind. And the products do not leave the scene, but seem to fade into the background.

How can offline stores cope with online competition?

If even before Covid, brands had to deal with a drop in traffic and the productivity of their direct stores, the explosion of digital technology has made this problem even more pressing. With online shopping soaring, how can offline retail spaces cope with the competition (and power) of the internet? The issue must be faced by brands and owners of commercial spaces but also by designers called upon to broaden their range of ' action in an omnical and perceptive key.

Versatile spaces for chameleon needs

The tastes and habits of consumers are changing: they are increasingly varied and constantly evolving. Online is growing dramatically but offline continues to play a fundamental role: the industry's challenge is to exploit the cross-channel synergies between two worlds, to respond in a timely manner to the needs but also to the changing imagery of the new generations of shoppers. Hence, stores must be able to change skin whenever they want, translating the speed of online into physical spaces, increasingly versatile thanks to flexible, changeable and ( really) smart, therefore capable of integrating technologies and functions.

People prefer buying goods in-store

One certainty: people prefer - still - buy goods, especially luxury goods, in-store. The trend in the coming years will therefore be to have fewer physical sales spaces around the country, but in more strategic locations. As today's consumers turn to both the real and digital world , forward-thinking brands are embracing XR (Cross Reality) technologies to adapt to change: stores will have to lead the visitor on an increasingly engaging shopping journey.

Hybrid connotations and continuity of use

In retail 3.0, physical and digital must become one. A seamless sales concept, a fluid and simplified path in which interaction is constant and always accessible, as well as emotional and based on shared values between brands and consumers, first of all in terms of sustainability. The goal is to give new hybrid and converging connotations to the point of sale. How? By integrating solutions and technologies that facilitate and speed up access to products, as well as create continuity of use between online and offline.

Jinan Truly Malaysia’s Home in China invites you to interact

Designed by Panda Nana studio in Jinan, Shandong, China, Truly Malaysia’s Home was designed not only to satisfy retail, but to stage and communicate through a immersive atmosphere rarefied able to meet the needs of different types of consumers, who can interact with the products and are invited - intrigued, enticed - to a deeper exploration . The concept of the showroom reflects the Malaysian territory and culture but also the memories and emotions of the brand owner that flow in the air of the entire space of 200 m2, giving back that ' sense of community', dense and cohesive, which only physical space can transmit.

I empty that leave space, physical and mental

If the showroom is a container, then the brand is the decoration that adapts” explain the designers of Panda Nana . In addition to expressing a sophisticated and essential aesthetics, in the thought and will of the studio i 'empty' of the project interior, so sinuous and enveloping, ethereal and evocative, they leave room for values of the brand and, then, to the products.

A free and organic experience

If the atmosphere in the showroom is - deliberately, absolutely - free (to wander, to explore, to dream), the relationship with the brand is organic and coherent. The apparently casual design hides some 'secrets', which consumers are encouraged to discover.

Hibiscus and the Malaysian tropical culture 

Scanned by a concatenation of arcs , sometimes continuous and regular, others elliptical, others still incomplete, the space is refined, sensory and exotic. At the heart of the concept, the Malaysian national flower, Hibiscus, symbol of the brand and expression of a tropical country that, in the showroom, becomes 'foggy' and then returns airy and clear.

The symbolic core of space

The art installation in the center of the shop is the core of the whole space. In addition to being highly decorative, its sculptural and at the same time dynamic form also has a deeper symbolic meaning. The mountain pays homage to the clayey earth of Malaysia, while the ball , in a delicate balance from a distance, refers to the spinning top of the film Inception and can be interpreted as the key to the future world.

The furniture integrated and unveiled in the space

Positioned in different areas, the dark marble tables , lightened by soft edges or minimal thicknesses, echo the mountain in the center of the art installation. Scattered around the showroom, several Chandigarh chairs designed by Pierre Jeanneret. With simple and sober lines, poised between modernity and tradition, practicality and elegance, the seats evoke the tropical Malaysian atmosphere.

Permeable spaces for changing needs

Seamlessly coated in microcement, chosen in a neutral color tone, soft and reassuring, the showroom with organic shapes makes the limits, boundaries and divisions between the different areas unclear. Any environment, in fact, can be transformed: into a space for shopping, in a convivial area or an intimate place to relax, depending on what the offline 3.0 consumer desires.