NOUS & BODY ACTIVATION

The NOUS in-store architecture infuses shoppers with a multi-sensory journey, empowered by our Neuroscience collaboration with Wharton & Ecole des Ponts Labs.
The ground floor is divided into open-plan sectors enriched with engaging store activities for our guests(interactive touch screens, fashion games, Kid's Corner mind games, and multi-surface carpet for running shoe testing) while creating a harmonious, relaxing, warm atmosphere.
Architects had to seamlessly integrate these facilities into the retail purchasing ambience to give both equal importance. Light colours with black accents dominate the store's materials, highlighting the product's vibrancy and creating a serene backdrop. Additionally, it enhances lighting reflections, forming a bright, inviting space without dark corners, whereas the seamless upper-floor extension enhances eclectic brands' collections. It blends open, exposed areas with cosy private rooms nearby for transparent and seamless circulation. The continuously curved walls at multiple heights create alternative spaces in a larger open area. Well-placed linear lighting enhances the natural light. Timber roofs create a captivating and harmonious atmosphere.