Production today is not merely the production of products, but also the production of consumer desire and consumer passion as well as the production of consumers. —— Baudrillard
With the iteration of consumption and the continued alienation of consumer hierarchy, new words and symbols are continuously created and then consumed. In the 1960s, Guy Debord wrote that spectacle construction has become a key link in a consumerist society and the decisive structure in the mode of material production has started to shift to the image-oriented mode of spectacle production. 50 years later, the popularization of the mobile internet and the explosion of information make spectacle construction increasingly fast and diverse and make everyone present a participant and builder of consumption spectacle.
ZIPLAB is a cross-border e-commerce offline experience store within the business ecosystem of Onion Global and tries to create a brand-new economic circle for young users. Beijing Road Store in Guangzhou and Haikou Wanda Store, as the presentations of the same series, aim to explore how to build the link between people and products, establish the interaction between people and achieve the integration between man and scene, thus creating greater traffic value and generating more experiential social consumption, through symbols, metaphors and spectacle construction in the contemporary context.
Cross-border e-commerce going from online to offline is a process similar to file compression, which needs to put as many as products and cultures as possible in a space; while in bricks-and-mortar stores, leading offline experience back to online traffic is a process of decompression, which makes consumers learn about the powerful endorsement behind the brand and offers consumers with more choices online.
Haikou Wanda Store
For Haikou Wanda Store, under the same series as ZIPLAB Guangzhou Road Store, its plane layout further interprets the shopping experience where online and offline, zipping and unzipping are interconvertible. The treasure vault in the central position is like a zipped file and is unzipped into folders of story scenes after downloaded, which contains a vast number of product files in different formats where consumers search and consult matched data according to their preferences, then make a purchase and form images and upload to the lab for cloud sharing.
It is like searching data from folders layer by layer, then following the ascending shelves into the treasure database embosomed by mirrors; this extremely compressed space presents a slightly surreal scene through multiple reflections and brings people immersive and futuristic consumer experience.
ZIPLAB “selects” and “amplifies” related categories in the professional supply chain, and subdivides them according to the chemical composition of products, forming a unique consumer group. The space design of this part further stresses the concept of “LAB”, and the lab-themed scenes display ZIPLAB’s ability to continuously improve its selection of products worldwide.
International Species Warehouse
At the end of the experience, a space called "International Species Warehouse" is set up to link offline and online images, so that the offline experience can effectively generate online traffic. Through the columnar transmitter and explosively dislocated streaming media, the consumers offline can see the punch-in images uploaded by consumers online. According to the preferences of offline consumers, the cloud pushes more online choices of categories.
Each of us has inevitably become a participant and builder of spectacle image, and will inevitably influence and even determine the landscape of future together. ZIPLAB is our reflection on the spectacle image of the contemporary consumer society. We try to use a closed-loop consumer perspective to create an infinite loop of online and offline and compression and decompression, just like an experimental tail-eating gluttonous snake game.
Project Name: ZIPLAB Off-line Store
Design Firm: PMT Partners Ltd.
Contact E-mail: email@example.com
Principal Architects: Yan Hu , Zhe Zeng , Weihao Zhao
Project Director: Zhenlin Gu, Mianshi Lin
Design Team: Haozheng Guan, Yongjun Lin, Cheng Pang, Yihui Chen
Photographs: Zhe Zeng.
Client: Onion Global