Since its founding in 1976, Bosideng has dedicated nearly five decades to mastering down apparel, evolving from a household name in China into a globally leading brand in the category. To Chinese consumers, Bosideng is synonymous with the down jacket.

Down jacket = Bosideng, Bosideng = down jacket. This unique brand equation represents Bosideng's definitive identity—the very DNA that distinguishes it from all others. We crafted Bosideng's signature retail experience, "Down, from Micro to Macro: The Ultimate Expression of Down Technology," telling the complete story of down through a uniquely Bosideng lens.

Inside Bosideng's sixth-generation flagship store, the concept is realized by visualizing down at every scale—from its microscopic fiber structure, to clusters, to quilted volumes. This progression is integrated into material selections and fixture design through a modern, technology-infused visual language, creating a highly distinctive brand experience that communicates Bosideng's deep expertise as the "Down Specialist."

The retail fixture system abstractly incorporates iconic sewing machine elements, forming a visual identity that is recognizably Bosideng. Materials and fixture designs vary across product zones, ensuring the "Extreme Down" narrative permeates the entire space. The flexible fixture system supports the specific retail positioning of each zone while adapting to diverse display and promotional needs over time.

Our design elevates Bosideng's store image strategy and maximizes flexibility in product presentation. Following the successful launch of the first pilot "sixth-generation store," over 50 additional locations are planned to open throughout 2024.