A Hangzhou streetwear store shows how to attract a trendy target audience

Hangzhou – Motifs within Hangzhou concept store The Mix Land reference the streetwear dictionary fashion designers like Virgil Abloh and Demna Gvasalia have helped to write – and naturally so: the shop sells brands such as Off-White, Heron Preston and Palm Angels. The studio behind the space, Xian Xiang Design, envisions it as a retail lab in which the visual language of the streetwear community can be expressed and explored.

The project’s completion comes not long after Hypebeast published its first , which revealed that consumers are willing to spend up to five times more per month on streetwear than on non-streetwear; it also stated that multi-brand retailers lag behind digital and single-brand platforms in terms of selling relevant products. The Mix Land’s on-brand interior is designed to appeal to streetwear loyalists who actively seek to engage themselves in the fashionable subculture.

Somewhere between a construction site and a sleek, high-tech laboratory, the interior revolves around three main installations. One symbolizes power, displaying newly arrived garments in a metal shell and bathing them in warm yellow light; next to it, a transparent box releases smoke, conveying amplification and energy. Elsewhere, a container filled with blue liquid emulates the process of condensation, visually corresponding with such similarly hued features as a bench, cabinet and carpeting. The final installation – a metal ‘operation desk’ shrouded in mist – reflects decomposition, and the search for new forms.

Xian Xiang Design acknowledges the fast-moving trends of streetwear, indicating that the space’s fluid quality makes it fit for adaptation – like the ‘ever-changing street culture itself’.

Location Manshenghuo Jie, Building 12, Xianghu Financial Town, Hangzhou, China

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