B+Tube's first flagship in Changsha
Other Retail Formats
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Feb 2022
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Changsha, China
What: Teenagers are the target audience of beauty retailer B+Tube's Changsha flagship.
Why it is important: The shopping experience is organised in the 218 sqm store allows teens to create social media as they shop, something which helps facilitate online to offline consumption.
Iridescent perforated steel, used to build a central cathedral-like structure, is the star material of the Insta-friendly space. Covered in steel and white Corian, the auxiliary sections are organized around the three basics of cosmetics: 'cleansing, foundation and make-up'. Each area hosts an education centre for customers to learn and experiment with the products through tutorials and videos.