In the vibrant heart of Guangzhou, China, a new symbol of contemporary retail design has emerged: the Coscia Guangzhou Concept Store, an ambitious project by All Design Studio. This space is more than just a store—it’s a truly immersive experience that blends aesthetics, functionality, and sustainability. A place where tradition meets innovation, and where materials take center stage in an emotionally engaging architectural narrative.
innovation and tradition: the unique aesthetic of the coscia guangzhou concept store
The concept store stands out for its refined aesthetic approach, which reinterprets the lines of traditional Italian design through a contemporary lens. All Design Studio aimed to create a dialogue between East and West, between classical elegance and modern minimalism, using high-quality materials such as natural marble, light woods, and reflective surfaces. The result is an environment that conveys both solidity and lightness.
Marble plays a starring role in many architectural and furnishing details: from custom-sculpted counters to display surfaces, every element is designed to highlight the natural veining of the stone. The choice to use authentic materials is not only a tribute to Italian craftsmanship but also a message of value and durability.
sustainability and functionality: the architectural solutions of all design studio
All Design Studio placed great emphasis on the functional and ecological aspects of the project. The concept store was designed to be energy-efficient, with LED lighting systems, natural ventilation, and the use of recycled and recyclable materials. The marble used comes from certified quarries and is processed using low-impact technologies.
From a layout perspective, the spaces are designed to ensure smooth circulation: exhibition areas, relaxation zones, and informational corners are strategically arranged to encourage lingering and interaction. The result is a dynamic yet welcoming environment where customers move through a sensory and narrative journey.
a sensory experience: the customer journey in the new concept store
Stepping into the Coscia Guangzhou Concept Store means embarking on a journey through light, material, and perception. The designers focused on sensory engagement, using scents, textures, and light play to captivate visitors.
Marble, in particular, is celebrated not only for its beauty but also for its ability to evoke emotion through touch and sight.
Each zone of the store tells a different story, thanks in part to the skillful use of both natural and artificial lighting, which changes throughout the day to shift the mood. The concept store thus becomes a space to be explored slowly, where every detail invites discovery.
Photo credits: Studio TEN – archdaily.com
