"Extreme Experience"
listen to the rain in the moon, explore the secluded paths, taste tea and burn incense, and make up makeup... "Instead of selling goods, I believe that the brand wants to convey to us more oriental aesthetics and culture, and provide consumers with ultimate experience services." After visiting the Huaxizi Global Flagship Store, an industry insider sighed.
Since its establishment 5 years ago, Huaxizi has always been a cosmetic brand that has attracted much attention from the industry and consumers. The strong experientiality of makeup and the brand image with oriental aesthetic characteristics have also made Hua Xizi surrounded by a question since its establishment: When will Hua Xizi open an offline store?
Now, this question finally has an answer. After half a month of "specially invited user closed beta period", today (December 15), Huaxizi global flagship store Xihu Yinyuan (hereinafter referred to as "Huaxizi Yinyuan") officially opened in Hubin 88, the business district of "Hubin Famous Product Street" by Xizi Lake, Hangzhou, becoming the biggest highlight on the West Lake Lake that day.
So, what does Huaxizi’s offline first store look like?
000 square meters! China's largest beauty single brand store
According to reports, the total area of Huaxizi Yinyuan is 1,000 square meters, making it the largest beauty single brand store in China.
Entering Huaxizi Yinyuan, what catches your eye is a large-scale art installation area "Hundred Flowers Hall" with a very visual impact - consisting of a " dried flower Hundred Flowers Cabinet" with a whole wall and a large "flower extraction device". Qingyan learned on the spot that the Baizi Cabinet is a cabinet for storing medicinal materials in Chinese medicine stores. In the future, a variety of dried flowers will be placed in the Baizi Cabinet and will be replaced regularly according to the season. This is very consistent with Hua Xizi's emphasis on the concept of "using flowers to nourish makeup".
Huaxizi Oriental Aesthetics and Space Innovation Research Center said, "Huxizi hopes to provide users with more value and create a more artistic and immersive brand experience. So we are not just opening an offline store, we hope to let users feel that this is a beauty experience art museum."
According to another introduction, the artistic nature of Huaxizi Yinyuan's space is mainly reflected in four aspects: hard art installations, soft artistic atmosphere, customized artistic beauty experience, and regular art exhibition activities. The "Hundred Flowers Hall" at the entrance is one of the embodiment of Huaxizi Yinyuan's rigid art installation.
The soft artistic atmosphere is reflected in every corner of the Yinyuan design. For example, if you move your eyes to the left, it is the retail area of Huaxizi brand products - Shihuatai. In this area, different series and categories of Huaxizi are displayed, such as Yufeng Cream and Skin-Skin-Standard Makeup Powder, Huaying Xingsu carving and repairing plate, Miao Impression series products, etc.
It is worth mentioning that in this area, Huaxizi also displays and sells the "West Lake Series" products limited by Yinyuan. This series of products combines the beautiful scenery of West Lake in design, including air powder, silk honey powder, balanced foundation, perfume and other categories. Among them, the "West Lake Series Perfume" is the first time Huaxizi has launched. It is only offline experience and has not been officially sold to the public yet.
A model of the combination of humanities, fashion and business
Stepping onto the stairs on the second floor, in the winding path, you will come to the "customized artistic beauty experience" space of Huaxizi Yinyuan. The space mainly includes a fragrance product customization area, a Chinese makeup customization area and a high-end jewelry area.
Hua Xizi said that creating fragrance, makeup and jewelry areas is to provide users with a richer oriental cultural experience and a more pleasant five-sense experience. "What Hua Xizi wants to do is an immersive experience of oriental culture and lifestyle, hoping to let users feel the various dimensions of oriental beauty."
It is reported that Hua Xizi draws on the culture of Chinese fragrance and launched the "Seven Emotions Customized Fragrance" through cultural research and exploration of the seven emotions of "joy, anger, sorrow, sorrow, sorrow, fear, and shock", where users can experience customized fragrance services. In addition, the "Customized Makeup Area" is also a major feature of Huaxizi Yinyuan. According to Qingyan, this service is an appointment system, and consumers can choose Chinese makeup customized services. Another highlight of the space on the floor of
2 is the "jewelry area"."The original intention of building this area is not only a tribute and exploration to the Chinese craftsman spirit , but also a hope to create products with users." It is reported that the area has concentric locks, lipstick engraving, pendant customization and other services. At the same time, it also displays a series of jewelry made of Huaxizi from jewelry-grade ceramics and 18k rose gold, including necklaces, bracelets, earrings and other products.
In addition, Huaxizi Yinyuan has also set up a special art haute couture area "Jiguangjian", which currently exhibits some artworks created by well-known Chinese classic traditional craftsmen, including golden filigree craftsmanship, snuff bottle , etc. The crafts and utensils exhibited here can be found in Huaxizi's past products, such as Huaxizi Dai Impression Series inspired by the filigree craftsmanship, Huaxizi Balanced Foundation inspired by the snuff bottle, etc.
"In the future, Huaxizi Yinyuan will organize some art exhibition activities for users regularly, and also provide better display space for the works of young Chinese artists and intangible cultural heritage artists. This is a model that benefits from multiple parties." said the head of Huaxizi Oriental Aesthetics and Space Innovation Research Center.
and above have not only won the love of customers in the store, but also won the favor of aesthetic professionals. Hang Jian, an expert in oriental aesthetic research and professor at the Chinese Academy of Fine Arts, highly appreciates the design of Yinyuan, calling it "a model of the combination of humanities, art, fashion aesthetics and commercial spaces". "This should be unprecedented in beauty stores, and it is also first-class in all domestic brand stores."
It is not difficult to find from the above functional area settings that Huaxizi Yinyuan integrates brands and products into the entire store's setting with artistic means. As Hang Jian said, "What attracted me the most was that Huaxizi Store made some artistic sense into very small details. I think this is an attitude and warmth toward the work."
The first beauty store that uses Chinese garden landscaping techniques
A survey pointed out that "new family" (young couple, new middle class) and "new singles" are the main players of the current consumer group. While their consumption level is improving, they will pursue quality, convenience, self-pleasing, scene experience, and emotional value consumption.
. According to public information, Hangzhou Hubin Business District has gathered international first-line brands, bringing together Apple, LV, Hermès , etc. It is also adjacent to West Lake, and is a well-known commercial complex such as Hubin 88 Shopping Center, Yintai , in77, and other well-known commercial complexes with an average annual passenger flow of more than 50 million people. However, Huaxizi Yinyuan, located in the downtown city, is not too commercial, giving people a sense of elegance and freedom.
All of this not only originates from the fact that Huaxizi Yinyuan relies on oriental culture in the functional area, emphasizing the sense of art and experience, but also reflected in the overall design of the store. It pioneered the expression of Chinese garden aesthetic concepts and landscaping techniques.
It is understood that in the overall store design, Hua Xizi invited Chinese garden research scholar Cao Lindi as the cultural consultant of Hua Xizi global flagship store, and participated in the overall co-creation of Chinese gardens in Hua Xizi; invited professor Jia Xizeng and others to jointly formulate the "Hua Xizi Modern Four Etiquettes and Nine Lessons", which was interpreted by Hua Xizi's professional etiquette team.
"Borrowing, neighboring borrowing, shadow borrowing... From the conception to the detailed processing, comprehensively borrowing the aesthetic ideas and landscaping techniques of Chinese gardens to design commercial spaces (beauty shops), Yinyuan is the first one." Cao Lindi pointed out bluntly. In other words, Huaxizi Yinyuan is the first beauty store designed using Chinese garden landscaping techniques.
So, why is this store called "Hidden Garden"?
"In fact, in Chinese history, people who build gardens are often literati; most of them build gardens to live in seclusion more elegantly, and use gardens as a place for spiritual rest. "Hidden" is a free, indifferent and elegant attitude towards life." Cao Lindi introduced. "The life of Chinese gardens is from 'hiding in the body' to 'hiding in the heart', from 'hiding in the garden', to 'entertainment in the garden', and 'enlightened in the garden'. Hua Xizi also allows visitors to 'entertainment in the garden', 'enlightened in the garden', and discover themselves.”
In this regard, the head of Huaxizi Oriental Aesthetics and Space Innovation Research Center said, "We hope to provide users with an oriental garden that is 'large hidden in the city' by the West Lake in prosperity and nature. We have a poem: The upper courtyard and lower courtyard are hidden in the city, and the light makeup is thick and the heart is free. "
Cao Lindi said that according to the concept of "hidden" and Chinese garden culture, Hua Xizi has created a total of "Seven Hidden Thirteen Scenes in Hidden Garden", which refers to the seven hidden main contents in the space, as well as 13 space areas in the store. Taking "Seven Hiddens" as an example, for example, in the landscape design of the store, there is the characteristics of "one step and one scenery" in Chinese gardens. By polishing the design of each area and corner in the store, it finally presents the effect of "sparse and dense, moving and changing scenery", making consumers think that "every place is a check-in point".
and other West Lake have been waiting for two years
In fact, "Chinese Garden" It has always been one of Huaxizi's brand genes. Public information shows that the founder of Huaxizi is a professional landscape garden. The brand icon of Huaxizi is one of the window forms of Chinese gardens. Its brand " and lotus (lotus)" is also one of the aquatic flowers in the garden.
It is not difficult to see that the design of Huaxizi Yinyuan is a deep integration and re-creation of brand culture and traditional culture. Qingyan learned that as early as 2020, Huaxizi began to plan to prepare offline stores. The person in charge of Yinyuan said bluntly, "For Huaxizi, if there is no good location, we will not rush to open a store. We have been waiting for West Lake. "
The fate between West Lake and Hua Xizi was established since the beginning of the brand. The person in charge of Hua Xizi Yinyuan said, "Hua Xizi was born on the shore of Xizi Lake in Hangzhou in 2017, and the "Xizi" in its name also comes from West Lake. The first offline flagship store in 2022, choosing to be in West Lake, Hangzhou is a tribute to West Lake and a persistence in the original intention. "
Qingyan learned that Huaxizi has not yet had a clear timetable to open a second store.
chose to open a store on Xizi Lakeside . It is Huaxizi's original intention. In the environment of generally sluggish offline consumption, opening "China's largest beauty single brand store" against the market is also due to the original intention of the brand. The person in charge of Huaxizi Yinyuan also explained, "Our biggest goal of opening a store is not to do business, but whether we can create greater and long-term value for users through this flagship store, and present users with a more unique and complete Huaxizi. "
Hua Xizi will convey the aesthetics of oriental culture into the brand DNA, and have always used makeup as a carrier and culture as a medium to convey the oriental culture and aesthetics to the public. From carved lipsticks, ethnic series, and today's hidden garden. Judging from the current customer feedback, Hua Xizi's first store has also been realized. "Hua Xizi's first store does not depend on location or investment. This is the first store that combines Chinese traditional culture with brand and retail. It is a new road, which is very Hua Xizi. "A senior industry insider who visited Huaxizi Yinyuan said to Qingyan.
Only by not forgetting his original intention can he last for a long time. Huaxizi insists on the path of oriental beauty and makeup. In terms of research and development, he has established an oriental beauty research and development system to focus on multiple basic research fields. In the fields of culture and fashion, he explores Chinese makeup and Chinese colors, and constantly conveys Eastern culture. Now that the Yinyuan has been implemented, Huaxizi's oriental beauty and makeup road is getting wider and wider.
