In the trend of consumption upgrading in recent years, the secret of brand attraction is no longer limited to the single product practicality, but more lies in the addition brought by the service experience and space aesthetics in the purchase process of consumers. This comprehensive experience shapes an infinitely close to the ideal lifestyle. Therefore, the ability to create comprehensive experience has become a standard for high-end businesses to select brands.
KM teamed up with Super Ordinary Design to discuss the possibility of multi-dimensional SPACE in the post-epidemic era and create the first new COOL SPACE concept store of KM brand 3.0 in Shantou, aiming to create inspired life with quality fashion and bring new vitality to the old city that once controlled the wind and sea. In the face of the rising trend of the market, the vertical track of youth culture and independent culture is slowly accepted by the commercial market. In this process, KM has been exploring how to better communicate with the audience.
A rederivation of KM
KM COOL SPACE
After deconstructing the previous pain points and appeals of the brand, we look forward to re-shaping the brand gene, so as to overturn the vague old appearance of KM and strengthen the brand memory points. In the communication, both sides gradually collide with new connotation and inspiration. In order to define the new core of the brand, We came up with ideas like KM = KEEP + Musical, Modern, Myself, Multifarious, Magic, Magnetic. In this upgrade, KM product matrix is further expanded, and the single men's clothing category is extended to the complex business mode integrating limited cooperative women's clothing brand, coffee cafe, fashion play, cultural and creative peripheral, and interactive experience area of subculture elements. KM, more than a clothing brand, has become a new form: cool Space brand, which can cover all aspects of inspirational life.
Unrestricted spatial expression
Transformative Space for KM
The Opening | Opening
The change to the entrance is the first part of the upgrade to be directly felt, and the remodeling of the entry area is integrated into our thinking and vision for new retail and gen Z subculture trends. The cafe window and original bottle mixing and coffee bean display area are added at the entrance. The interactive area is integrated with skateboard elements. Jazz, hip-hop, tea and other sections will be further expanded in the future. By building an entrance full of participation and imagination, the designer breaks the impression of the traditional retail store's single function, blurs the absolute boundary between it and the main plate of the store, and echoes the new gene of the diversified and cool brand everywhere.
Overly rigid lines are often the biggest obstacle to creating interactive photography. The designers incorporated a circular, semi-enclosed interactive photography area into the open space dominated by flat volumes. As the latest interpretation of KM's "law of attraction", it takes KM blue as the main tone and has a built-in electronic screen with a whole wall for the rotation of brand visual art. With strong visual impact and interactivity, it links every customer and becomes a shortcut to reach generation Z users.
| series connection
Stepping into the main section of the store, the designer smoothly connected the core modules such as the metropolitan area, vitality area and service area, and optimized the spatial dynamic lines. The combination of a variety of composite materials is another attempt of diversification. Hemp stone and tin foil paper create rich tactile elements with young and leaping strokes, which harmoniously co-exist with the modern industrial sense of KM blue. Rough texture and broad texture create an excellent balance between materials and space.
Display system | Display system
We modularize the cabinet body according to the different functional zones. The basic skeleton of the original shelf is composed of silver brushed stainless steel, which can be adjusted freely to shoe and hat mode, clothing mode or clothing mode according to the type of goods, and can be combined into activities or exhibitions according to the change of sales needs.
The Law of Attraction for Gen Z
Law Of Attraction for GEN Z
We aim to work with KM to build a space that is symbiotic with inspiration. By expanding the functionality of the space, we can inject more formats such as coffee and offline interactive device experience into the traditional retail model, making it possible for new communication and exploration to return to the complex field. Through the spatial language, KM shows a more cool and diverse confidence and assertiveness, which will surely attract more people to stop, participate, connect and create together. The multiple gravitational field of Generation Z, which has been reshaped, carries flowing inspiration and will eventually become a part of it.
