Chapter HOME, the first store in the country, has been newly opened
(June 30, 2023, Shanghai) – Today, China's cutting-edge home furnishing brand Zhanghui CHAPTER HOME opened its first store in Raffles City Changning, Shanghai. With the concept of "creating a connected urban living room", the store connects people, space and life with a natural flow of home experience in the theme scene of integrating multiple formats and leading lifestyle, and stimulates everyone's new "enjoyment" method at home. On that day, a large installation consisting of 600 balloons rose over the store.
Let all "imaginations about home" soar freely in the sky.
Large balloon installation
Drawing inspiration from urban humanities to create a "connected urban living room"
Located in the excellent historic complex of Raffles City Plaza in Changning, Shanghai, the first store of Zhanghui is formerly known as St. Mary's Women's High School of Shanghai, founded in 1881. Mary's Hall), has cultivated ladies such as Zhang Ailing and Yu Qingtang. Today, this two-storey building full of Spanish culture has been revitalized as the first store in Zhanghui to build the home of dreams.
Exterior of the store building
Step by step, Zhang looks back at the offline store through the immersive interactive form of courtyard tour, creating an experience space with the theme of multiple life chapters. The whole design is implanted in the five "chapters" of Urban Oasis, CINCIN Garden, Homie Space, True Colors, and Healing Garden, including "slightly drunk atmosphere", "camping and watching movies at home", "living with meows", "family library", etc. In the atrium on the first floor, art installations with green plants as the main body open up the two-story patio of the building, like a vertical forest embedded in the urban fabric, rising from the high-pressure urban life of steel and concrete, creating unexpected surprises.
Atrium art installation
The multi-scene living room connects the journey of caring for the body and mind
Stepping into the park, Urban Oasis creates a collective shared space for guests to touch nature. Plants such as basil, moon season, olive trees and other plants bring a strong Mediterranean atmosphere, echoing the architecture full of Spanish culture, creating a harmonious and comfortable natural atmosphere.
The entrance to the first floor of the store
Passing through the garden and entering the first floor of the exhibition hall, the ceiling ceiling of the double dome, the old wooden floor and the black and white parquet floor tiles tell the elegant and tranquil cultural atmosphere of Spanish architecture. Here, Zhang Hui combines the latest lifestyle trends and uses the season's new products to display different themed scenes to inspire new home inspiration.
The atmosphere is slightly drunk
Family library
Climbing up the stairs, the home exhibition space on the second floor opens its arms to guests. The whole area uses a new material - DuPont paper combined with interactive displays, through the interactive changes of light color temperature, color tone and display screen, presenting immersive natural scenes such as the seaside in the morning, the forest at noon, and autumn colors in the evening.
Between the true colors_ferm LIVING exhibition area
Extend community connections with home and stimulate new ways to enjoy integrated spaces
In the chapter, every brand friend is called "Homie". From different majors and interest tribes, take home as an extension, and explore and create a better lifestyle inspiration with Zhang Hui. Located on the second floor, the Homie Living Room uses retro decorative elements and materials to present the transformation of the building from traditional to modern, in order to attract more young people to this artistic social place.
Homie living room
In addition, food and art are also the keywords of interest for Homie. Located on the ground floor, CINCIN Garden uses exposed wooden beams, mottled walls, soft lighting and modern greenery to create a Mediterranean restaurant like a forest cabin, creating a warm, natural dining experience that complements the architectural atmosphere.
CIN CIN Garden
And all this can be seen in the original intention of the Zhang Hui brand. The table, chair, and cabinet from Zhanghui all aim to start from the function, and extend more imagination of the home for everyone with natural and pure design aesthetics. Starting with the first offline store, chapter HOME will continue to innovate the new retail model of home furnishing.