There are many ways to express a brand; It could be a monotonous expression, or a diversified presentation. It is similar to magazine in this regard. A magazine has an unified tonality and values, it starts contact with readers through different contents, but a brand connects to clients through different products. It's logicality, upgrade ability, and continuity have something in common.

Magmode is a brand that combines works of many designers, thus a unified concept is needed to express the logicality of the whole brand. In the design of Magmode, RIGI hopes to build a new concept in the terminal: a three-dimensional magazine, a readable store.

RIGI defines different areas of the space as different sectors of a magazine. The shop signage is the cover of a brand, and there is a content of the newest seasonal designs at the entrance. Every display area is defined as different pages, which presents different contents in the space just like a magazine does. The concept of regular updates could be seen everywhere. The background wall of the brand is defined as brief seasonal introduction of the magazine. The whole design forms a unified concept; a unified multi-element.

The most important thing is that the space accurately expresses the tonality and concept of the brand. In RIGI's concept, space should have diversified communication with people, updated contents provides more possibilities to the space and people's experience.

Since opening, magmode of Hangzhou Kerry Center store has received great attention from consumers, and it has been a hot topic in public communication.

Against the current situation of overall downturn environment for physical stores in recent years, magmode of Hangzhou concept store is an exploration of China's future business model and a possibility of cultural lifestyle in China's future business development by RIGI and magmode.

A three-dimensional magazine! A living, breathing store!

Data Sheet

Project Name: Magmode of Hangzhou Kerry Center store

Type: retail

Design company: RIGI Design (www.rigi-design.com)

Chief Designer: Liu Kai

Area: 600㎡

Location: Hangzhou China

Design Time: 2016.10

Built Time: 2016.12

Photographer: James Chan

About RIGI Design

RIGI Design is a comprehensive design team consisting of young designers. The scales of RIGI’s works vary from millimeter to kilometer, and the fields cover brand, space, vision, and product design. As one of the most creative design team in China, RIGI alway insists our unique design languages and design philosophy; concerns about the behaviors and experiences, which changes with the spirit of times, commercial trends and lifestyles; cares about the relationship between people and life, and tries to convey our design insight into our works.

RIGI focuses on the creative design and blending of brand, space, vision and living places. In RIGI’s design, space and vision don’t appear simply in category; through logic analysis and carding, we take people’s true feelings as our design source; taking advantage of the combination of perceptual visual methods and space shapes, we form our distinct RIGI Style. With life terminal as the core, RIGI achieves the transformation of design philosophy and value through strategic scenario-based design method.

Better design, Better life, an interesting team designs for life.

Liu Kai

Founder of RIGI Design (www.rigi-design.com)

Liu Kai was born in Qingdao, China. He was graduated from Donghua University in Shanghai and his major was Environmental Art Design, and now he is a MA student supervisor of Donghua University. Liu Kai is the founder of RIGI Design, and Founder and Creative Director of an original fashion brand — L-HOUSE.

Through his concern about the spirit of times and lifestyles, Liu Kai creates a connection of the emotions and needs between design and users with the design philosophy of life terminal, and forms his unique design style combining the space and vision, and transforms the complete design insight into the design work.

Liu Kai has completed many successful creative works in brand design, space design, visual design, and product design. Many of his works have been widely published in internationally well-known design and life publications, and have also won many awards in famous design awards  from China and abroad.