Isabel Flooring is an established flooring specialist in China. H3 is their foray into other wood products such as timber doors and built-in furniture. This design exercise will attempt to portray H3 as “The Wood Specialist” and set a store identity for the brand’s countrywide expansion.
To create a new kind of shopping experience for the consumers in a highly competitive building materials market. To create a strong and memorable store identity with maximum visual impact. To portray the brand’s effort in it’s constant push for sustainable process and products. To capitalize on Isabel’s success in laminate flooring
To create H3′s image as “The Wood Specialist”, the storefront is composed of 5 different types of wood structure interlocking together in a multi-layered and articulated manner. To portray H3′s support for the environment, all the wood on the facade are reused pinewood which is readily available in the local area.
To take advantage of the parent brand’s heritage in laminated flooring, the design used the product to “lead” customers into the other new products. A brand new “Ribbon” system of flooring sample presentation is created which brings customers from one zone to another.
With the “Ribbon” system, customers are led from one zone to another, allowing them to move in a structured yet open manner, guiding them , yet not restricting them. The sample zones are created to allow customers to see how the different products can be matched to form different harmonious living environments to help customers solve common design dilemmas.
Designed by Nota Design Group
Photographs: Wang Shui Ling