Shanghai-based spatial design office Sò Studio has designed a retail store for children, which merges educational games with dynamic spatial design in Shanghai, China.

By translating children's movement patterns into design language, Sò Studio collaborated with the professional children's sports firm moodytiger to create a retail space that is constantly "ready for movement," perfectly encapsulating the brand's concept and professional services.

"Children are naturally active and go through a variety of emotional changes. What kind of spatial design can accommodate their freedom, courage, curiosity, and vitality?," asked Sò Studio. 

Wavy & Meander

The entire space's rhythm is determined by the entrance design. The initially hard metal panels begin to ripple with a sense of fluidity thanks to the designer's artistic vision. 

The dynamic waves may also be seen on one wall's display surface, where the panels' wavy curves produce three-dimensional waves. 

These waves appear to stretch naturally and blend in well with the ceiling. Imaginations of movement paths, such as swimming in water, sliding in snow, or jumping on a trampoline and soaring into the air, are evoked by the soft flow of the waves.

Twist & Tilt

The panels pushed outward in layers resembling rippled water, further breaking down the movement paths. By positioning a barbell horizontally on the panels, the designer takes inspiration for the display from gym equipment. 

It can serve as a prop for an entertaining activity in addition to displaying garments and transforming into a modular part that can be freely combined. Props provide the area various functional qualities, expanding the range of possible uses and facilitating a smooth transition between retail and sporting settings. 

Curiosity functions as a never-ending motion machine that constantly inspires design, while a child's body operates as an antenna for investigating the world. They are pulled to a display item in the shape of a tent as they move through the front area. 

Climbing to the top provides a sweeping perspective of the entire landscape, making it like a treehouse from a fairy tale. Product displays or shoe fittings can be done in the resting space behind the little tent, offering both functionality and a sense of fun.

Upsidedown & Twist

The suspended 'doughnut' becomes a resting place as it descends from the ceiling. By defying gravity, the seating's core provides the ceiling with inverted support. The contrast between orange and white is emphasized by warm, gentle lighting.  

It's a place where one may stay cozy and enjoy the lively energy of youth. While adults browse Moodytiger's cutting-edge textiles and select the ideal sportswear for their children, kids may try on outfits and play informative games.

Brand experiences take happen in space, and this is particularly true for the kids' sports brand Moody Tiger. Sò Studio transforms the brand's ideology into design language by taking inspiration from children's movement patterns. 

The design infuses the static space with the tension and playfulness of movement by experimenting with several dimensions, including materials, colors, and shapes. This improves moodytiger's brand recognition and makes a lasting impression on customers.

Previously, Sò Studio designed a fashion store that plays with different geometries, pastel-toned surfaces and props to create unexpected surprises in each floor. 

In addition, the firm created interiors for a concept store, featuring soft beige tones and curved display shelves to give the feeling of "like your skin, comfortable, caring with protection" in Shanghai, China.

Project facts

Project name: moodytiger

Location: Shanghai, China

Area: 156.3m2

Completion date: 2024

Studio: Sò Studio Mengjie, Yifan, Ying Duan, Blue

Copywriter: Lixiang

All images © Wang Minjie.

All drawings © Sò Studio.

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