Studio X translated HABA's international toy retail identity into a new store at MixC World, Shenzhen, with guidelines to support the brand's wider rollout.
HABA is a German toy brand with more than 80 years of history, bringing that identity to a new Asia Pacific retail format at MixC World, Shenzhen.
Process
Concept Design
Schematic Design
Detail Design
Tender Documentation
Tender Management
Construction Support
Post-Completion Review
HABA had built its reputation over more than eighty years, but a new store at MixC World, Shenzhen meant translating that history into a retail language suited to a Chinese shopping mall and a new generation of customers.
Studio X's scope ran from concept design through to construction-site review, working to keep the store recognisably HABA while adapting the brand to a mall retail environment.
The brief extended beyond the single store: Studio X also developed retail guidelines and provided design management to support HABA's wider rollout across future locations.
Studio X's scope ran from concept design through to construction-site review, working to keep the store recognisably HABA while adapting the brand to a mall retail environment.
The brief extended beyond the single store: Studio X also developed retail guidelines and provided design management to support HABA's wider rollout across future locations.
An 80-year-old toy brand, translated for a new market and a new generation of stores.
HABA came to Studio X with a brand identity built up over decades in Europe, and a need to make that identity work in a Chinese retail environment it had never occupied before.
Studio X's scope ran from concept design through schematic and detail design to construction-site review, alongside a parallel workstream of retail guidelines and design management intended to support HABA as it expands to further locations.
The result, still in progress at MixC World in Shenzhen, is the first application of a retail format built to travel.
Studio X's scope ran from concept design through schematic and detail design to construction-site review, alongside a parallel workstream of retail guidelines and design management intended to support HABA as it expands to further locations.
The result, still in progress at MixC World in Shenzhen, is the first application of a retail format built to travel.
Nicole Wong
Marketing & Brand Manager
HABA International
I found Studio X via Google Search, and I cannot believe I am lucky to find such a professional design house with expertise in the retail industry. Designing for a brand like HABA, with over 80 years of history and under transformation, is challenging.
Studio X understood the brand very well, and their proposal is just what we need. Studio X is definitely our preferred store design partner in Asia Pacific.
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