Assignment 1

 

https://www.canva.com/design/DAGmMLQXx4w/_tipBN_wot0Z40w2s3U4Xg/edit?utm_content=DAGmMLQXx4w&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton

This assignment required analyzing an online retail brand and an offline retail store to lay the foundation for the subsequent offline space design.

From the outset, I thought, since I'd be making my own changes later, it would be best to choose objects that were significantly different so I could compare them. In the end, I settled on two: DOE Shanghai (which offers both online and offline options, but I focused on its brand culture and online influence) and Carhartt WIP TRX (my offline choice).

First, DOE.

I found it on Xiaohongshu and some design blogs, and was immediately drawn to its "store-not-a-store" feel. Combining retail, café, exhibitions, and community events, the space feels like a "cultural living room" in the city. At the center is a stepped social area, with a movable display box at the back that allows for changing layouts based on events. It feels like they're seriously creating a place people want to stay, not just selling things.

Then I went to Carhartt WIP TRX, which opened in 2023 and is remarkably clean and sleek. The entrance route involves walking around the circular clothing racks in the center, ending at the cashier. The materials used are a lot of wood, concrete, and marble, with restrained colors. The combination of digital screens and paperless payment creates a seamless flow—the kind of store you'd expect to find attractive, enjoyable, and efficient. However, I also felt that there wasn't enough reason to stop and chat or participate; the interaction wasn't strong enough.

After analyzing DOE and Carhartt WIP TRX, I discovered that the two brands' spatial experiences take completely different approaches.

DOE feels like a place that invites you to linger—using elements like stepped social areas, a cafe, and exhibitions to transform the store into a community living room, creating a vibrant atmosphere. While the circulation is simple, the abundance of white space allows for pause and interaction. Carhartt, on the other hand, emphasizes an efficient and direct shopping process. The circulation revolves around central displays, and the materials and colors are clean and crisp, creating a clear sense of direction and rhythm.

Comparing the two, I realized that spatial experience and brand positioning are tied together. DOE's interactivity is strong, but its commercial efficiency isn't necessarily the highest. Carhartt's efficiency is high, but it may have missed some opportunities to increase user dwell time and engagement. I also had my own biases during analysis—with DOE, I focused more on atmosphere and people, while with Carhartt, I focused more on function and structure. This reminds me that in future designs, I shouldn't be solely guided by first impressions of a space; I must strike a balance between experience and efficiency.