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? As the brand’s philosophy concentrates on redesigning the basics and bettering one’s own life starting from most essential everyday pieces, also Some Thoughts architecture studio applied the brand's values and vision to the space, while adding some clear design accents. For instance, the architecture studio responded to the definition of “basics” by employing the ordinary units to avoid any possible interventions to the space, in order that the public can connect with the product offered, while pulling and pushing the geometric hanging elements in order to know more about the brand’s offer throughout the store. Instead of the common understanding of columns being the supporting components to beams, the space has been reinterpreted according to a new spatial convention in the design as the store hosts two forms of columns, combining their functionality of being supporting components and the interpretation of being the design narrative.

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