Storeage Designs New Retail Store for B+Tube Cosmetics in China to Appeal to Gen Z
January 14, 2021
By Quinn Halman
Confidence comes from within, but makeup can help tease it out. Teenagers know this better than anyone, and digitally oriented Gen Z is pioneering new uses of beauty products to truly express who they are. Lisa Yu, CEO and founder of B+Tube cosmetics company, wanted to translate that freedom of expression into B+Tube’s new store in Changsha, China, and partnered with Shanghai-based Dutch retail design agency Storeage to create an immersive beauty environment.
Iridescent perforated steel panels define the cathedral-like structure at the store's center, mediating the flow of foot-traffic. En route there, visitors encounter themed passageways organized by product, each signified with neon quotes that lead designer Li Kang says are about “showing an attitude.” Focusing on AI driven interactions, each section also is equipped with technology enabling customers to watch tutorials and create their own social media videos using the store's design as a vibrant backdrop.