A prominent space in central Shanghai allows Kokuyo to engage with a broad customer base.
6 February, 2013
When Japanese furniture company Kokuyo began operations in Shanghai in 2003, its principal client base consisted of China-based Japanese entities.
A change in business strategy in 2010 initiated engagement with a broader spectrum of office furniture customers. It also prompted moves to establish a space that would showcase the brand to a wide audience.
A highly visible street front space in Shanghai’s prime Changning district is now home to an expansive two-storey Kokuyo showroom.
Designed by Kokuyo’s Tokyo-based in-house design team, the Shanghai showroom welcomes clients into a casual sitting and meeting area with informal clusters of chairs and tables (from various brands). This area is also used for product launches and other events.
A double-volume circulation zone also serves as a high-impact display zone for Kokuyo chairs. Glass platforms and stairs are combined in a frame structure that allows the furniture to be appreciated from many angles while one ascends to level 2.
Upstairs, chairs, tables, cabinets and other products are arranged on platforms in a concentrated display. Various meeting and working spaces show Kokuyo’s products in context.
In a nod to the Chinese location, grey shinkumen house bricks have been incorporated in a herringbone pattern on the floor of a meeting room.
With a high number of Kokuyo products launched in China in the last year, the showroom will without doubt serve the brand well as a prominent space of engagement for its many Chinese branch offices.
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