Li Ning
Li Ning's Beijing store: The sweeping lines of the facade’s lamels shall create a continuous sense of movement
 

27 Sep. 2012

STOREAGE REDESIGNS FLAGSHIPS FOR CHINESE SPORT POWERHOUSE

Amsterdam-based retail design agency Storeage has created a new store concept for Li Ning’s Beijing and Shanghai flagships. Li Ning is one of China’s largest developers and distributers of sports apparel, footwear, equipment and accessories. The company chose Storeage because of its market connections and experience as well as its expertise in sports retail. The 2,000 sqm Beijing store opened in March, while Shanghai’s 4,000 sqm location opened in July.

Open structured display units within the Beijing store
Open structured display units within the Beijing store



The brand experience created by Storeage celebrates motion, with both stores possessing features that create a continuous sense of movement. The angular grid pattern, seen throughout both stores in the ceiling design, lighting and floor patterns, creates an impression of non-stop movement with no beginning or end. Furthermore, the sheer size of the stores allowed the designers to create large central display areas that anchor each department and contain a mixture of apparel, hardware and footwear. Storeage also took the opportunity to celebrate each of Li Ning’s sporting categories. The store’s running pavilion, for example, now allows customers to road test running shoes on a treadmill against a changing video backdrop of forests, cities and other running scenes.

Leendert Tange, partner and co-founder of Storeage, said: “Our design concept for Li Ning’s flagship stores will help the brand stay up-to-date and in touch with its target market. It is a true celebration of the jump, the leap and the slide that makes each sporting moment great. At the same time, the concept is in sync with Chinese culture, using materials like bamboo and a color palette featuring reds and golds.”

The angular grid pattern in the floors and ceilings shall create a sense of motion.
The angular grid pattern in the floors and ceilings shall create a sense of motion.

Alice McCullagh

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