Project Materials
• Brand Name: CHOW TAI SENG
• Store type: Standard store
• Project area: 97 square meters
• Project Location: Longfor Plaza, Dingqiao, Hangzhou
• Service Contents: Space design, customized display cabinets, customized props, on-site construction
01 Task and Objective: Small Scale, yet Achieve "Big Results"
The challenge for a 97-square-meter standard store lies in achieving high floor efficiency and high recognition within a limited area. This case clearly defines three core goals:
1. Strong recognition: Read "CHOW TAI SENG" within three seconds, forming a natural interception with the shopping mall's movement line;
2. High conversion rate: Let the product speak first, and close deals through circulation and display services.
3. Replicable: Strictly follow the standardized SI, facilitating subsequent rapid store expansion and maintenance.
02 Venue Insights and Audience Assumptions
• Features of the shopping mall: Dingqiao Longfor Tiandi has a clear flow of people, and its customer base mainly consists of families and young white-collar workers. The peak foot traffic is obvious on weekends and holidays.
• Consumer behavior: The desire to enter a store is most influenced by the storefront and the display in the front area. The willingness to stay is related to the comfort of the lighting, the viewing distance and the height of the cabinet.
Based on this, we have determined the functional rhythm of "eye-catching in the front court - immersive in the midfield - closing deals in the back court".
03 Goalheader and Front Line: Interception and Memory Points
• Storefront: With brand red and champagne gold as the main tones, the font height contrast lighting ensures readability within 5 to 8 meters. The facade control is "clean, large, and with few elements", and information noise is rejected.
• Window display: It adopts a shallow depth of field display and a low front island, with a visual height ranging from 900 to 1100mm, ensuring that the core series can be directly seen in the first line of sight by the standing people.
• Introduction area: Set a barrier-free clear width of ≥1200mm to reduce the "entry pressure" with a sense of openness.
04 Planar Strategy: One circle, one island, one machine
• Perimeter Display: U-shaped perimeter cabinet + partial niches, clearly demarcated for gold, diamonds, wedding, etc.
• Central Island (Island) : Single or double column modules, accommodating new products and combined theme displays;
• Counter: The traditional high-space checkout counter has been abolished and replaced with a low service island and a back-office checkout counter, making the consultation path shorter.
The circulation follows the principle of "circular priority", with a circular walking pattern allowing customers to naturally walk through the entire venue, reducing the need to retrace their steps, and keeping their eyes always on the "illuminated" products.
05 Display Cabinets and Props: From "Able to Display" to "Able to Sell"
Cabinet module (standardized size for easy replication)
• Width: 600/900/1200mm module; Conventional depth: 500-600mm; The countertop height is 900-950mm (comfortable for standing and viewing).
• 10mm ultra-white tempered glass top cover, hidden hinges and buffer;
• Safety configuration: Double-station lock for drawers, anti-prying base, internal wiring.
• Lighting system: High color rendering index LED (Ra≥95), warm neutral color temperature of 3000-3500K, anti-glare Angle controlled in two Settings of **24°/36°** to avoid glass reflection glare;
• Display props: Ring holders, necklace stands, and earring brackets are all made of the same material and in the same height sequence. They can be quickly changed and combined, taking into account both visual hierarchy and inventory efficiency.
06 Material and Color: Stable, accurate and transparent
• Stability: Champagne gold stainless steel (brushed + anti-fingerprint) as the finishing detail, stable but not heavy;
• Accurate: Matte stone/wood veneer surfaces are superior to high-gloss glass and metal, controlling reflected noise and allowing the visual focus to fall on the jewelry.
• Transparency: Adhering to the principle of "transparent display of goods", reduce obstructing borders and heavy skirting boards to enhance the "display area of goods/visual transparency".
07 Lighting: Spend the "light" on the edge of the knife
• Layered lighting:
1. Base surface light (uniform illuminance, ensuring skin feel and environmental comfort);
2. Highlight light (Jewelry highlights, enhancing fire and texture);
3. Artistic light (niche /LOGO line polishing to enhance brand atmosphere).
• Glare control: The lamps are recessed from the glass refraction area, and honeycomb/grille accessories are selected.
• Color rendering requirements: Ra≥95 in key areas, R9≥80, truly reproducing the colors of gold and diamond.
08 Construction and Control: Shorten the cycle and stabilize quality
• Factory end: Structural pre-assembly, hardware pre-installation, electrical pre-wiring; Three-round color palette confirmation (material, color temperature, surface treatment);
• On-site end: Connect with commercial management for fire protection, strong and weak current, and air conditioning exhaust positions, and carry out interlaced construction at night to reduce disturbance to residents.
• Quality inspection nodes: Re-measurement upon entry → Frame sealing plate → Installation of hardware and glass → Lighting adjustment → Display and delivery.
Adhere to the principle that "drawings = site", and any deviation should be reworked immediately. Separate tables should be created and rechecked for highly sensitive points such as storefronts, logos, and cabinet joints.
09 Operation-friendly: Designed for store staff
The rear area is equipped with quick-in and quick-out storage and random inspection positions, and the drawers are divided into compartments that fit the SKU.
• Daily maintenance is oriented towards "low cost" : replaceable lamps, pull-out light guide plates, and easy-to-clean surfaces;
During peak hours of passenger flow, temporary reception points and quick settlement tables will be added at the front to reduce queuing and loss.
10. Sustainability and compliance
• Materials are selected from E0/E1 grade boards and low-VOC paint surfaces.
• All-LED low-energy consumption solution, power consumption zoning;
Strictly comply with the fire safety and passage regulations of the shopping mall, and reserve barrier-free passages and emergency signs.
11 Cost and Replication: Reducing costs without Compromising experience
• Structural standardization: The same cabinet type can be reused in multiple stores, reducing mold opening and management costs;
• Modular props: Quick to switch between seasonal and thematic displays, and low training costs;
• Transparent BOM: Graded selection of materials, hardware, and lamps; When the budget is limited, priority should be given to ensuring "display and comfort".
12 List of Deliverables (Excerpt)
• Complete set of detailed plans, elevations and sections + water and electricity positioning plans
• List of SI standard components and modules
• Recommendation for Light Illuminance and Glare Control
• Material and color palette confirmation sheet
• Construction schedule Gantt chart and acceptance list
• Suggestions for display prop combinations and Sops for seasonal changes
Project Summary 13: The "Human Touch" in Standardization
A standard store is not about "templating", but rather about consolidating brand identity, sales logic, and usage efficiency into replicable solutions. This case has completed the complete presentation of the standard image of CHOW TAI SENG in 97 square meters: recognizable, transmissible, easy to maintain and easy to replicate.
The space is more transparent and convenient for customers to browse. For sales assistants - more convenient and efficient; For brands - more stable and replicable.
This is the answer that a standard store should have.
If technical attachments such as movement diagrams, lighting diagrams, and cabinet module specification tables need to be added, I can continue to supplement them or fine-tuning the plan based on the specific conditions of the shopping mall/location to ensure that the next store can be launched quickly without compromising the effect.
