Innovative Retail Design, the JOOOS Fitting Room by X+Living

Shanghai-base commercial interior design studio ‘X+Living’ created the unique concept for the JOOOS Fitting Room, an innovative new retail experience in Hangzhou, China. The experiential space serves to juxtapose the sense of emptiness we are prone to experiencing in modern online shopping. The interior designers integrated the social and cultural meaning of women’s clothing with a different aesthetic in each of the four spaces, creating an exploratory retail shopping experience through multiple possibilities of displays.   The most tech-savvy initiative to the concept is the engaging, social element of the store. Facing the street is an interactive screen connected to the Internet, where visitors can browse and shop the collection before heading inside: “it is the most distinctive feature of JOOOS fitting room” explains the designer Li Xiang. The paradoxical concept is based on the idea of “building an offline fitting experience in the online age through ubiquitous screens.” Each fitting room is equipped with a rest area, makeup area and even a selfie area, meaning an online element is still thoroughly present in the physical realm. Xiang hopes that the design of the environment “inspires users to really ‘get something’, or even get involved in the space.” Beyond these contemporary digital elements, the interior design approach was driven by a need to create a more ‘human’ & tactile feel when it comes the brands displayed within the store. JOOOS Fitting Room is a striking example of a progressive commercial interior, an inspiring insight into the future of retail design. Talar Bardakjian, Interior Designer References: INDESIGN Retail Design Blog domus