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All project descriptions are provided by SBID Awards entrants.

Shin Kong Place South (SKP-S) in Beijing has opened its doors on December 2019, and it promises to change the way luxury retail is perceived. Gentle Monster and SKP wanted to engage all the human senses (by hearing, smelling, seeing, and touching) once they enter the department store.

All luxury brands embraced this unusual concept and created innovative interiors. The lighting departed from the traditional forms of shopping illuminations too. Dark and moody corridors were introduced instead of flat and evenly lit ones.

The result is an immersive experience full of art installations combined with interactive displays to keep customers on their toes even when they are circulating between shops.

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