HOMEBASE Changsha

Homebase is an existing Department store based in Changsha, P.R.China.The demand of the client was to completely reinvent the brand. The main case study of this client was the successful IKEA, all of their studies and research where based in their model. We started to develop a research on the target group of Homebase and how to position them in the department store universe, which came to be a low/mid-range area of market. After the studies of market we started to get our hands dirty on the design process and at the same time Graphics, Displays and Interior starts to be born in a very smooth and fast process, after the first week of work the vision of the new Homebase Store and brand was alredy defined conceptually.
Starting with a physical space of more or less 1000m2 the development of the floorplan design and circulation areas where based on the concept of dividing the product sold by the shop into 5 diferent categories, Feeling at Home, Feeling Beautiful, Feeling Delicious, Feeling Organized and Feeling Easy.
So the shop floorplan is organized from the center with the Cash Wrap area that as the same shape of the logo (tilted house shape) that spreads through the space into the 5 Categories.
The space is located inside a Shopping mall and works as an Island so we have windows all around with 3 big entrances plus one small entrance that it’s dimensions where constricted due to the fire hazards demands.
The idea for the furniture was to give a playfull, easy and functional visual language with some accents of color that follows the division of the categories.
As for the wall dividers and high displays the design was influenced by the structure wood compositions we find inside the plaster walls of our houses.
The entire family of displays match perfectly with the graphic language that helped Homebase to get an organized, visualy clean and coherent shop, easy to understand and navigate that solved the problems of the existing situation of clutter and confusion due to the big amount of different products and displays placed.
The ceiling and floor materials and shape where projected folowing the main lines of the floor plan organization with function of navigation in mind.
The project is now in process of production and constructionThe idea for the furniture was to give a playfull, easy and functional visual language with some accents of color that follows the division of the categories.
As for the wall dividers and high displays the design was influenced by the structure wood compositions we find inside the plaster walls of our houses.
The entire family of displays match perfectly with the graphic language that helped Homebase to get an organized and visually clean and coherent shop, easy to understand and navigate that solved the problems of the existing situation of clutter and confusion due to the big amount of different products and displays placed.
The ceiling and floor materials and shape where projected following the main lines of the floor plan organization with function of navigation in mind.

Role
Lead designer
For
BBG
Date
2015/2016
Type
Department store