- Project: LITEX SURFACE Headquarters
- Architect: JUMGO Creative
- Location: China, Foshan, Guangdong
- Year: 2021
- Area: 370 m2
- Photography: Chuan He
Reimagining the Flagship Store
In an era when traditional retail faces profound transformation, the LITEX SURFACE Headquarters stands out as an experiment in redefining the showroom model. Designed by JUMGO CREATIVE, the project seeks not only to showcase products but to communicate brand values through architecture and spatial experience.
Rather than a conventional exhibition hall, the headquarters was envisioned as a brand living room—a space for conversation, exploration, and immersive experience. For both client and architect, the flagship store marks a fresh beginning, a chance to rethink how brand, product, and space can form a symbiotic relationship.
Brand Expression Through Architecture
From the outset, JUMGO CREATIVE positioned the project as more than a display space. Instead, the design focuses on “unconventional expression”—extracting graphic and symbolic cues from the brand’s identity and translating them into physical form.
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LITEX SHADOW installation: A custom-made feature integrates light, shadow, and three-dimensional geometry, creating a powerful first impression and setting the tone for the brand’s unique presence.
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Symbolism and immersion: Borrowing from both natural references and visual metaphors, the design emphasizes storytelling over straightforward product presentation.
A Journey Through Nature and Light
Entry into the flagship store is conceived as a journey—a winding path inspired by oriental landscapes. Guests encounter blooming arrangements and subtle natural cues, a deliberate effort to blend commercial space with poetic experience.
Once inside, the store reveals a layered composition of spaces:
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Immersive public zone: A transitional area uses a bold color-changing lighting system to separate public and private realms, creating ritual-like movement through the store.
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Reception and display areas: Flooded with natural daylight, the central lounge and back exhibition spaces break from the typical dark showroom model. The infusion of light reflects LITEX SURFACE’s product characteristics while creating a comfortable setting for both business discussions and casual encounters.
Details, Display, and Atmosphere
The project’s greatest strength lies in its attention to detail and its integration of brand identity into every aspect of the space.
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Product display systems were designed specifically for LITEX SURFACE materials, capable of adapting to both natural and artificial lighting conditions.
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Spatial “de-commercialization” creates an atmosphere closer to a cultural venue than a sales hall, encouraging guests to slow down, engage, and form lasting impressions.
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Furniture and details support a unified brand aesthetic, ensuring continuity between architecture, interior, and product.
Rethinking Retail Identity
The LITEX SURFACE Headquarters challenges the idea of what a flagship showroom should be. Instead of reducing itself to a derivative of style, the design strives for independence, authenticity, and breakthrough thinking.
By combining natural light, symbolic installations, immersive transitions, and tailored product displays, JUMGO CREATIVE has produced a project that not only communicates a brand identity but also sets a new benchmark for experiential retail in China.
In a time when retail must evolve beyond display, the LITEX SURFACE Headquarters proves that architecture can act as brand storytelling. For JUMGO CREATIVE, the project is an example of how design can bridge commerce and culture, creating a space where visitors don’t just view products—they experience the essence of a brand.
