Located in Hangzhou, China, the Momic Watch Assembly Store, designed by atelier tao+c, introduces a retail concept where the customer journey becomes the organising principle of the entire interior. Conceived for the emerging watch brand MOMIC (Moments of Magic), the 96 sqm store combines geometric display elements, carefully calibrated proportions and contrasting materials to create a flexible environment for product presentation.
Rather than following a conventional retail layout, the project encourages visitors to move freely through the space, discovering the collections from multiple perspectives.
A concept store organised around movement
The design begins with the study of customer circulation.
Six freestanding display islands are distributed across the floor plan according to carefully designed movement paths. Although their arrangement appears informal, each element contributes to guiding visitors naturally through the store while allowing different routes to develop according to individual browsing preferences.
Instead of imposing a predefined sequence, the layout encourages exploration and creates multiple visual relationships between the various display areas.
Display islands define the customer journey
Each display element has been designed around the ergonomics of purchasing a watch.
The display surfaces are positioned between 1.05 and 1.65 metres, corresponding to comfortable viewing and interaction heights. This approach keeps the upper and lower portions of the space visually open, increasing transparency throughout the interior.
Although each island functions independently, the consistent heights of the plinths establish visual continuity across the store, creating a unified display landscape.
The platforms are supported by cylindrical legs in different diameters and materials, recalling architectural columns while introducing a sculptural quality to the interior. Stainless steel and acrylic combine to balance the visual weight of the display volumes with lighter supporting elements.
A blue metal cylindrical column is vertically divided into display sections, while its reflected image extends across the mirrored ceiling, reinforcing the perception of height and continuity.
Materials distinguish the product collections
Material selection also contributes to organising the retail experience.
Green and honeydew marble display stands are dedicated to sports watches and slimmer models, while grey acrylic displays and blue metal shelving present the brand’s more conceptual collections.
At the centre of the store, a grey lattice worktable functions as a DIY assembly station, introducing an interactive component that reflects the identity of the brand.
The material palette combines marble, stainless steel, acrylic and painted metal, creating distinct visual identities for the different product categories without interrupting the overall coherence of the interior.
Light and reflections expand the interior
Lighting plays an important role in shaping the atmosphere of the store.
A luminous wall and a mirrored ceiling visually dissolve the boundaries of the space, amplifying depth and reinforcing the dialogue between solid volumes and reflective surfaces.
The resulting environment combines precise geometric composition with a restrained material palette, allowing the watches and display elements to remain the primary focus throughout the customer journey.
Retail design by atelier tao+c
Location: Hangzhou, China
Architect: atelier tao+c
Design Team: Tao Liu, Chunyan Cai, Haojia Song, Lin Guo
Area: 96 sqm
Photo credit: Wen Studio