Bananain, a Chinese brand offering underwear, socks, loungewear, and other wardrobe essentials, including lightweight outdoor wear that protects from cold and from UV rays, has recently opened its new Bananain Concept Store, in Shanghai, in Middle Huaihai Road, in an area where a variety of consumer brands are based.The brand was launched in 2016 and since then it has achieved a 100% growth for five consecutive years and reached the Top2 levels in the Tmall underwear category, counting over seven million consumers following it.
The new store was designed by Some Thoughts Spatial Design and Research Office and in particular by principal designer Jingze Li. The shop features an essential design and almost monochromatic light grey interiors only featuring a few colorful orange acrylic accents juxtaposing with art cement elements, metallic decors and mirror stainless steel details. Is the brand starting a new direction by highlighting its vast offer and product's characteristics? Or has the brand decided to create a physical "translation" of its own digital store?