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Beijing shop-in-shop for Sinisian Black Jelly

Sinisian Black Jelly Brand – creator of a new grass jelly dessert – has launched a store-in-store concept at the Hello Mart shopping market in Beijing.

The space, intended as a flagship for the brand, was designed by 5 Star Plus Retail Design. It was inspired by Sinisian’s brand positioning, which is based around concepts of tradition, health and purity.

An open and transparent appearance was chosen to evoke feelings of trust and confidence in the product, with all ingredients and preparations clearly visible to customers. Minimalist features seek to draw attention to the merchandise rather than distract customers from it.

A semi-transparent kitchen window has been chosen to create a sense of curiosity, starting customers on a journey through the space. There are three steps – of choosing jelly, picking toppings and deciding on different types of sweetness – to go through.

LED screens and glass walls are adorned with hand-drawn images of herbs and leaves to communicate the natural ingredients of the products. A light, warm colour palette has been chosen, with traditional blue fish scale tiles. The grass jelly product is stores in traditional wooden tubs, labelled with wooden tags.