Sundan Life at K11 ECOAST :
Inspiring richer everyday living
Creating a new retail destination experience for Sundan Life at K11 ECOAST, inspiring customers to explore new interests and enrich everyday life.
Challenge
Located within K11 ECOAST, one of Shenzhen's most ambitious new lifestyle destinations, this Sundan Life flagship store represents the continued evolution of the brand's retail concept. Conceived around the themes of Art, People and Nature, K11 ECOAST combines retail, culture, community and leisure to create a destination that extends beyond traditional shopping. This vision aligns closely with Sundan Life's ambition to inspire customers to discover new interests, develop new skills and enjoy a richer everyday life.
Designed by Brand Design Lab, the 2,634 sqm store spans two levels and occupies a complex footprint surrounding a central atrium, with multiple entrances and varied spatial conditions. Rather than viewing these challenges as constraints, the design transforms them into opportunities for exploration, creating a dynamic customer journey defined by moments of discovery, engagement and surprise.
Design Concept
Guided by the brand values of Simple, Authentic, Surprising and Premium, the store was conceived as more than a retail environment. Through a carefully curated mix of product, experience and community-focused spaces, Sundan Life creates an environment where customers can engage with brands, learn new skills and experience products within meaningful real-world contexts.
Organised around a dramatic central atrium, the design uses warm natural materials, integrated planting, digital communication and sculptural architectural elements to create a welcoming and distinctive environment that balances retail, hospitality and community. A series of showcase environments create highly visible focal points throughout the store. Combining curved architectural forms, integrated planting, digital communications and seasonal displays, these spaces provide opportunities for storytelling, brand activations and evolving customer experiences throughout the year.
Level 3 – Digital Lifestyle
Level 3 is dedicated to technology, entertainment and digital lifestyle. A richer palette of darker timbers creates a sophisticated and immersive environment for premium audio experiences, televisions, mobile technology and computing. Carefully considered floor and ceiling treatments, integrated architectural wall systems, signage and planting work together to create a warm and welcoming atmosphere, helping to position technology within a more lifestyle-oriented environment.
Visitors are welcomed into a dedicated TV and audio destination, where carefully curated displays showcase the latest home entertainment products. Beyond this, a series of premium sound rooms and lifestyle room settings allow customers to experience products within home environments, demonstrating how technology can be integrated into everyday living while creating a more immersive and engaging customer experience.
Towards the rear of the floor, a wine and whisky bar sits alongside a gifting space, creating a relaxed social environment that encourages customers to spend time within the space. This hospitality-led approach supports the wider Sundan Life philosophy of combining retail with leisure, discovery and enjoyment.
A significant area of the floor is dedicated to mobile phones, computing and cameras. Here, a carefully considered shop-in-shop framework allows leading brands to express their individual identities whilst maintaining a consistent Sundan Life environment. Together, these spaces transform the floor from a traditional electronics department into a destination focused on experience, learning and discovery.
Level 4 – Home & Wellbeing
Level 4 is dedicated to home, wellbeing and cooking. A lighter and warmer material palette creates a relaxed atmosphere that complements the home-focused product categories and provides a clear contrast to the technology-led environment below.
The floor is anchored by a live kitchen demonstration space positioned at its centre, creating a focal point for events, workshops and product education. Surrounding this are carefully curated homeware and kitchen appliance departments, supported by larger appliance displays and a dedicated cooking school that encourages learning, interaction and community engagement.
Additional zones for personal care, home fragrance and fitness broaden the lifestyle offer, allowing customers to explore products within inspiring and aspirational settings.
Around the central atrium, sculptural showcase spaces with curved forms, warm timber finishes, integrated planting and digital communications. These highly visible platforms can be refreshed throughout the year to support seasonal campaigns, brand collaborations and special events.
The experience continues beyond the store interior through an external retail promenade that extends along the mall frontage. Product displays, architectural archways and seasonal activations flow into the circulation space, creating a seamless transition between Sundan Life and the wider K11 ECOAST environment while increasing visibility and engagement.
Outcome
The result is a highly experiential retail environment that aligns closely with K11 ECOAST's vision of blending commerce, culture and community. By combining retail, learning, discovery and social interaction, the store demonstrates how physical retail can evolve beyond transaction to become a destination that enriches everyday life.