Project Overview

The goose down feathers that are so crucial to down jackets are also part of a delicate ecosystem that consists of nature and the creatures that inhabit it. Bosideng’s commitment to doing its part in maintaining this delicate ecosystem is shown through significant use of Tyvek wall finishes throughout the 6th Generation Store. Composed of high-density polyethylene (HDPE), Tyvek is a recyclable material that can be safely incinerated without releasing toxins into the environment. Additionally, the manufacturing process of Tyvek leaves a minimal carbon footprint and thus contributes to a reduction in greenhouse gas emissions.

Project Commissioner

Open Format Cultural Creative (Beijing) Co., Ltd

Project Creator

Open Format Cultural Creative (Beijing) Co., Ltd

Team

Client: Head of DesignSONG Weiyi
Design Team: LIN Alan, GAO Jiantong, ZHANG Jingxuan, LIANG Yulu

Project Brief

Bosideng occupies a unique space in the mind of the Chinese consumer where down equals Bosideng and Bosideng equals down. Our design of the 6th Generation store for Bosideng magnifies this unique awareness for the brand through a concept called “The Ultimate Expression of Down Technology”.

The 6th Generation Store features over six different expressions of down from quilted wall finishes to glowing Tyvek wall panels designed to imprint Bosideng equals down and down equals Bosideng into the mind of the consumer. Featuring micro to macro-scale representations of down from the feathers to quilted down ribbing, the space takes visitors through a journey of how the delicate feather becomes the iconic jackets that permeate winter months.

Throughout the store, metal is juxtaposed against down feathers and down fabric to reinforce the ideas of precision and technology. A highlight of the space, stainless steel wall fixtures feature design language inspired by the cut and sew history of the brand. Pumice wall finishes and snow-like stone panels contribute to the theme of outdoor winter conditions.

2024 will see an official rollout of the 6th Generation store program with the opening of over 50 locations as Bosideng looks to cement their place as China’s leader in down apparel.

Project Innovation/Need

The Bosideng 6th Generation Store is the first brand in the down apparel category to bring the focus to telling the story of down and its life from the micro-scale down feather to the macro-scale down quilted fabric and everything in between. Material research and development was a key component to the project. Extensive research into the qualities of the down feather and its interplay with light resulted in finishes such as Tyvek panels. Multiple different types of down fill patterns used across the façade, fixtures and interior finishes reinforce the theme of down while providing variation. Throughout the store we used over six different forms of down finishes to create what we call “The Ultimate Expression of Down Technology”.

Design Challenge

As China’s largest and most storied down apparel brand, Bosideng has strived for over a decade to develop a design language for its retail experience that expresses a distinct and differentiated point of view. We helped the client identify that they occupy a rarified space in the mind of the consumer where the down apparel category is associated with Bosideng similar to how blue jeans are associated with Levi’s. Thus we developed a concept titled “The Ultimate Expression of Down” that was intended to further deepen this unique association in their retail experience.

The design leverages over six different forms of down that reinforces the brand’s expertise in the category. From individual strands of down feathers to entire wall finishes in the form of down to multiple types of down quilting used across fixtures and finishes, every form and facet of the material was expressed to create a one-of-a-kind experience. Down apparel is a category uniquely driven by innovation and technology. We brought this idea to life through the use of metal detailing that enclosed each different form of down throughout the space. The design overcome the challenges of the client by providing a design language that is authentic to the brand while establishing Bosideng as a leader in the category.

Sustainability

The highlight of the Bosideng 6th Generation Store are the illuminated Tyvek wall finishes that beautifully express the delicate texture of down fibers. Dubbed the “Down Feather Walls”, the Tyvek wall finishes are not only eye-catching but also sustainable. Composed of high-density polyethylene (HDPE), Tyvek recyclable and can be safely incinerated without releasing toxins. Tyvek’s production process is designed to minimize its carbon footprint, helping to reduce greenhouse gas emissions. While the material itself is chemically inert and thus does not emit any harmful substances.

The use of illuminated Tyvek panels reinforces Bosideng’s unique brand identity — where down equals Bosideng and Bosideng equals down. Tyvek transforms a simple material into an evocative symbol of Bosideng’s dedication to technology, innovation and fashion.

Interior Design - International Retail

This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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