The design of the Converse Wukesong store played an integral role in defining the brand's DNA pertaining to physical experience because it was the first store that consolidated all the inspirations and ambitions from the new brand guideline.
From the scaffold footwear walls to the CMU tables to the two-by frames to the light fixtures, we rolled out a whole new fixture system grounded in authentic materials and construction techniques. The floor space was divided rationally, footwear on the left, apparel on the right, men's upfront, and women's near the back. The space in the center separating the front and back was conceived as an exploded wooden box, a flexible space adapting to seasonal stories. The light fixture capping this space is composed of two layers. The T8 light tubes were blacked out to produce the star chevron logo and the metal plate behind the tubes had embedded LED lights that spelled out the Chinese characters "Beijing". Due to the depth of the light tubes, the characters could only be seen from certain perspectives. The Wukuseong store exemplified Converse's best expression in retail design.
Project: Converse Wukesong
Location: Beijing, China
Date: September 2017
Design Team: Converse Global Brand Experience and Greater China Commercial
From the scaffold footwear walls to the CMU tables to the two-by frames to the light fixtures, we rolled out a whole new fixture system grounded in authentic materials and construction techniques. The floor space was divided rationally, footwear on the left, apparel on the right, men's upfront, and women's near the back. The space in the center separating the front and back was conceived as an exploded wooden box, a flexible space adapting to seasonal stories. The light fixture capping this space is composed of two layers. The T8 light tubes were blacked out to produce the star chevron logo and the metal plate behind the tubes had embedded LED lights that spelled out the Chinese characters "Beijing". Due to the depth of the light tubes, the characters could only be seen from certain perspectives. The Wukuseong store exemplified Converse's best expression in retail design.
Project: Converse Wukesong
Location: Beijing, China
Date: September 2017
Design Team: Converse Global Brand Experience and Greater China Commercial