This project is a compact retail space for the Japanese outdoor apparel brand WildThings, located in the Jing’an Kerry Centre in Shanghai. Faced with a modest footprint of just 60 square meters and strict regulations regarding fire safety, material selection, and construction standards in the mall environment, the design team proposed the concept of “Urban Camp”—a refined translation of outdoor living elements into a compact, tension-filled urban interior.
A “Tent Canopy” Within the Mall
The centerpiece of the design is a triangular structure placed at the heart of the space, inspired by tents and camping canopies commonly used in outdoor settings. This element is constructed with a precise steel framework, simultaneously referencing outdoor imagery while meeting the technical demands of fire safety, structural stability, and durability imposed by the commercial mall environment.
The canopy is supported by slender, spindle-shaped steel columns, with a top surface made of lightweight modular aluminum panels. Linear lighting is integrated within the structure, ensuring high illuminance and uniformity required for merchandise display. The installation acts as both a spatial anchor and an organizing device for the clothing presentation.
Bringing Outdoor Materials Underground
Although located in the basement level of the mall—where natural light is absent and the ceiling height is limited—the design intentionally introduces materials typical of outdoor environments, creating a familiar and grounded “camp-like” atmosphere:
· Walls are finished with textured gray volcanic stone panels, offering a sense of solidity and enclosure;
· Gray tinted mirrors are used selectively to visually extend the space without creating dissonance;
· Partition walls are made of metal gabion cages filled with river stones, borrowing from common landscape retaining structures;
· Ceilings are partially covered with black wire mesh, concealing the complex mall infrastructure above while preserving a sense of openness and verticality;
· Flooring combines cast-in-place concrete with embedded pebbles, evoking the tactile ground textures of a natural campsite.
These materials not only satisfy commercial-grade fire and performance standards, but also contribute to a tangible, immersive experience of a “wilderness outpost within the city.”
Integrated Auxiliary Spaces as Textile Assemblies
Storage, fitting rooms, and the cashier area are integrated into a single installation made from green canvas and red steel tubing, referencing camping tent construction techniques. The softness of the textile contrasts with the harder materials throughout the space, bringing a lightweight, adaptive quality to the auxiliary zones.
The color contrast between the green canvas and red steel also injects youthful energy and visual tension, aligning with the brand’s identity centered on freedom, exploration, and individuality.
By refining the spatial logic of outdoor environments into a concise architectural system suitable for urban retail, the WildThings Kerry Centre Store demonstrates how strong architectural concepts and clear material logic can translate brand values into a built experience. Despite its small scale, the project offers a fully articulated atmosphere and a distinct spatial identity—an exploration of how architectural thinking can enrich retail design.
Information
Location: Jing’an District, Shanghai, China
Project Type: Retail
Area: 60 m²
Interior（Architectural） Design: Ao-ArchLab
Back to Homepage