Driven by the growth of E-commerce, retails space has been shifting from simple sales space to physical Ads for brands, experiential showrooms, and the 3rd space for customers to reflect, rest and reset.
Founded in 2019, BLUEMO visioned to be the top fashion and professional eyewear brand in China. ICD undertook the branding for BLUEMO and translated the brand identity into store design and all the visual presentations with a spiritual slogan “I wear, I care”.
The first practice of the brand’s standard image is BLUEMO 001, a store renovated from part of its ’working space. Located in the Central Business District, BLUEMO 001 is the highest eyewear store in Hangzhou, China. It also acts as the showroom of the brand and a coffee break place for the white-collars nearby. The space communicates the statement we’ve created for the brand in the following genres.
I. Eyewear is Necessity—Dangerous Encounter The biggest challenge is how to invite people going all the way to the 9th floor of an office building. We took off the solid wall of the façade and inserted a blue box as a step-in interactive window. The brand signature blue Pantone2728 was extracted at the point between harmful and beneficial light with the wavelength 460 nm from the visible light spectrum. This overwhelming blue creates strong stopping power mimicking the situation that our lives are filled with electronic blue light. Going inside, the angled transparent panels shape natural entries leading people into the main sales space smoothly. There comes a calm and soft open space, giving a breath from the dynamic blue.
II. Eyewear is Accessory----Effective VM Guides the Best Choices Reading, Sporting, driving and styling, we categorized 600 pieces of glasses tailored to customer’s needs, including a wall displaying the best eyewear on each shape of face.
III. Eyewear has its Shelf Life----Time labels in the space We put such “time elements” as the calendar display props, Monday-to-Friday package in the store, kindly reminding that eyewear should be changed upon time, occasions and emotions.
In the semi-transparent VIP zone, customers can personalize the graphic of their frames. Outside the optometry room, people can have a coffee in the sofas making the waiting relaxing.
ICD created strong brand identity and optimized shopping experience, that increases the repurchase rate and make BLUEMO a lifestyle eyewear brand.