The BeQueenStory flagship store at Hangzhou Centre is designed to be more than just a shopping experience – it’s a glamorous party atmosphere where girls can explore statement pieces and celebrate the joy of dressing up. Architects have envisioned this space as a vibrant party evening, delicately incorporating the brand’s spirit into the store design to create a lively flow that encourages fun and fashion.
An architectural backdrop welcomes visitors, inviting them to explore a dreamlike wardrobe
A striking shell crowns the shop, integrated into the roughcast, brightening the dark-toned entrance. Upon entering, wardrobe corridors await party-ready girls, inviting them to pick out their favorite outfits. Glass cabinets, clear as crystal, emulate the elegance of a girl’s dream wardrobe, while the central cabinet offers an assortment of accessories for try-ons and purchases, encouraging customers to indulge in the delight of getting party-ready.
Through these corridors lies the parlour—a warm, welcoming gathering space that connects directly to the fitting areas and wardrobes. Unlike the more transitional corridor, this parlour is planned in a circular layout, emphasizing openness and cohesion. Guests are invited to relax in the center, where a movable sofa is surrounded by display shelves, encouraging discussion and engagement after outfit selections.
To the side, the fitting room stands as a transformative space where girls can truly become beauty queens. Silver full-body mirrors extend the feeling of an endless party, reflecting the excitement and the joy of each moment. The corridors evoke a sense of ceremony akin to a red carpet, while the parlour acts as an exhibition space, embracing guests in a modern party ambience.
Bold romance meets balanced luxury in a sparkling yet comfortable shopping experience
The romantic atmosphere is further amplified with bold design choices – red walls, pink bricks, and metallic fringes in varying saturations create a sparkling yet elegant environment. The overall design strikes a balance between maximalism and minimalism, conveying luxury while remaining comfortable. It’s an exquisite shopping haven that invites guests to feel both celebrated and cozy in the unique world of BeQueenStory.
Location: Hangzhou, China
Area: 305 sqm
Design Company: say architects
Partner in charge: Zhang Yan, Shan Jianan
DesignTeam: Sun Ziyi (Project Manager), Deng Qing
Photo credits: Wen Studio