Super Seed in Hangzhou
What: Skin care is big business across the planet, and especially in Asia where many of the latest innovations come from. A new generation of innovative Chinese beauty brands has emerged, and one of them is Super Seed founded in 2020.
Why it is important: The rectangular main floor of the store sees a system of suspended cubes which are initially meant to provide ample lighting, but when independently lowered, they become displays and counters, allowing a wide range of configurations. On one side, the main floor is flanked by five different showrooms laden with the brand's many products. At the far end, on the opposite side, sits a laboratory room, which is used to interact with shoppers through product workshops, and an adjacent V.I.P. treatment room.
Combined with modern branding, Super Seed has quickly garnered a cult following among young and savvy Chinese consumers. Further expanding its retail operations to the next level, Super Seed has recently opened a second store at Kerry Centre, an upscale shopping centre in Hangzhou. Occupying a 300 sqm. unit, the store features an interior design by F.O.G Architecture, an architecture practice with offices in Chongqing, Shanghai and London, which is inspired by the brand's hi-tech product range. In fact, the nifty aesthetic taps right into the technology vibe, laboratory design, and specifically, the seed extract procedures which form the base of the Super Seeds products.