O.C.E.

When O.C.E. - a growing Chinese retailer rooted in a fascination with Scandinavian design - approached us in 2016, we had two challenges to solve. Firstly, the client tasked us with conceptualizing and executing the interior design of their flagship store in Guangzhou. Secondly, we needed to create a robust roll-out strategy for the new face of O.C.E. for all future locations.

So how could we consolidate an existing retail concept with more than 100.000 product items into a compelling, global lifestyle brand inspired by Scandinavian lifestyle and design?

First, we organized the many product in categories that corresponded to the company name which stands for ‘Objects, Clothes, Experience’. Each category was the subdivided into different departments that had their own unique visual expression. When visitors travel through the often very large stores they are exposed to a carefully curated route exposing them to the different departments and experiences throughout their visit.

For this not to become a visual overdose to the visitor, the color palette was kept subtle and faded mixed with a limited selection of materials, that included, natural stone and Douglas pine.

The solution became a flexible furniture and surfaces strategy routed in the Scandinavian design values of functionality, honesty, and quality. A modular furniture concept including shelving systems, table displays and clothing racks is paired with plywood wall panels and a signature color swatch to create a remarkable identity for each department.

To solidify the brand identity for the international roll-out we enlisted the help of renowned Danish branding agency E-types to revitalize and rethink the graphic identity.

O.C.E’s flagship store opened in 2016. Since then, the brand has opened more than 60 stores throughout China. In 2020, they opened their first store outside of China right in the heart of Copenhagen, Denmark.