Located in Changsha, China, the first B+Tube flagship store, designed by Storeage, introduces a retail concept that combines physical product display with digital interaction. Developed for a young audience, the project integrates educational content, consultation areas and social media engagement into a spatial layout organised around the customer journey.
The 218 sqm store combines expressive architectural elements with a functional retail environment, creating distinct areas dedicated to skincare, make-up and beauty consultation.
A flagship store designed for digital interaction
Storeage developed the concept in close collaboration with B+Tube to create the brand’s first physical retail environment.
The project reflects contemporary shopping habits by integrating digital content into the in-store experience. Dedicated educational areas provide tutorials and videos explaining product use, allowing visitors to explore complementary items and compare different beauty routines while browsing the collections.
This combination of physical and digital interaction supports multiple shopping behaviours within a single retail environment.
Iridescent steel defines the interior
The architectural identity of the store is built around a series of iridescent perforated steel arches that dominate the centre of the space.
Designed as a cathedral-like structure, the installation becomes both a visual landmark and the organising element of the interior. The double layer of perforated metal creates changing reflections and colour effects as visitors move through the space, producing an immersive environment that contrasts with the more restrained perimeter.
Around this central structure, the store is organised according to three main product categories: cleansing, foundation and make-up.
A layout combining consultation and product discovery
The outer perimeter adopts a cleaner and more technical architectural language.
Brushed metal finishes and white Corian surfaces define the consultation areas and product displays, creating a laboratory-inspired setting that contrasts with the vibrant central installation.
The layout also incorporates a private consultation room, a beauty bar and a dedicated area for travel products located near the entrance, offering different levels of interaction according to customer needs.
The central iridescent installation occupies approximately one third of the store’s total floor area, becoming the visual and functional focal point of the project.
Retail design by Storeage
Storeage is a Shanghai-based retail design agency whose multidisciplinary team includes interior architects, product designers, graphic designers and UX specialists. The studio develops integrated retail environments that combine physical space with digital experiences for international and Chinese brands.
Project: B+Tube Cosmetics
Location: Changsha, China
Retail Design: Storeage
Area: 218 sqm
Photo credit: Wen Studio