Retail Environment Design For Movement Lab Shenzhen
Running brand, wow-store: the retail fixtures that act like storytelling machines.
Modem collaborated with On’s architecture team to create a series of permanent retail fixtures for the Movement Lab in Shenzhen. The project merges digital storytelling, localized content, and material expression into an integrated spatial experience supported by a bespoke Chinese typographic system.
Insights- Creator angle: this case proves a “wow running brand” can—and should—deliver a “wow retail store,” using the Movement Lab as an immersive, story-driven environment rather than a standard shop.
- Modem partnered with On’s internal architecture team to design a series of permanent retail fixtures, making the brand experience structural and long-term—not a temporary activation.
- The space integrates digital storytelling directly into the physical environment, pairing technological content layers with architectural elements so the narrative lives inside the fixtures.
- Local relevance is built in: localized content is supported by a bespoke Chinese typographic system, treating language and typography as a core spatial design material.
- Material expression and texture are positioned as key experience drivers—an “interactive, immersive, textural” approach that ties together digital, local, and architectural cues into one cohesive retail system.