The spatial design of the flagship store for The Nine & Eighteen Natures of China is inspired by the thematic concept of “Earth’s Treasures” and exhibited in the form of a forest museum. This design embodies and communicates the ambiance of an immersive alpine forest museum and a forest corridor within the physical retail space. The “forest corridor” integrates product display, artistic scenes, and tasting experiences, creating a progressive experiential environment. The interplay of curved staggered modules with vertical order modules fosters a spatial experience that conveys depth and a sense of upward growth, as if consumers were placed in a forest. The base racks remain modularized in line with the “Earth’s Treasures Pavilion” concept, and showcases the premium forest sourced health foods of The Nine & Eighteen Natures of China, thereby enhancing the perceived values. The predominant color tone is a natural refreshing green that not only symbolizes life, growth, and hope, but also seamlessly blends with the primitive ecological atmosphere of the forest. The interior space is thoughtfully divided into three functional areas: the freshly brewed tea drinking section, the Forest Theory Marketplace, and the Forest Museum, each serving for a distinct purpose and telling stories. The main object of the design is to facilitate an insight and appreciation of natural, premium health foods sourced from the expansive snowy plains and forests, highlighting their natural attributes and their role in promoting healthy lifestyles.

The flagship store holds a wide array of authentic and nutritious forest foods sourced from the Great and Lesser Khingan Mountains in Heilongjiang Province. This establishment offers consumers a remarkable opportunity to discover and engage with local delicacies, which is considered as an ideal choice for acquiring foods rich in nutritional value. It encourages consumers to adopt a more sustainable and health-conscious dietary approach and lifestyle. This flagship store also transcends the traditional concept of a food retail space. It is designed to function as a “forest museum”. The store encapsulates the essence of the primitive forests found in the northern part of China, as if consumers were placed in a forest. This design not only enhances the shopping experience but also serves as a vital platform for consumers to gain insights into northern cultural heritage.

The store is still under construction and has yet to open its doors.

Under the framework of A Holistic Development Approach to Food, The Nine & Eighteen Natures of China is recognized as a public welfare brand for forestry in Heilongjiang Province. It is dedicated to highlighting the distinctive value of forest food and ecological culture. Launched by the Heilongjiang Department of Forestry and Grassland, this brand seeks to assist local SMEs, foster the sustainable growth of the forest economy, and introduce premium forest food to a broader market. By establishing a cohesive brand identity and maintaining high product quality standards, the project aims to bolster the competitiveness of local enterprises and facilitate their expansion into domestic and international markets.

The project was developed by a team of six members, with TianLong Li responsible for the creative strategy and concept, JunJIE Qiu overseeing the creative visual direction, and Yu Xie handling the creative graphic design.

The interior design of the flagship store for The Nine & Eighteen Natures of China has ultimately exceeded expectations, primarily attributed to the deep exploration conducted during the design phase. Throughout this period, the team engaged in extensive deliberation and participated in multiple brainstorming sessions focused on various themes. This process resulted in a large volume of design sketches, renderings, and other visual representations aimed at identifying the most effective solution and clarifying the final design direction. The substantial investment made during the initial stages of the design process allowed the team to proactively identify and address potential issues, ensuring the innovation and practicality of the final deliverables.

The project spanned six months from its inception to completion, with costs ranging from RMB 500,000 to RMB 1 million.

The object was to deliver a distinctive flagship store experience that resonates with the brand-specific cultural essence and highlights the value of the brand and its offerings. This space serves not only as a retail environment but also as a vital promotional platform to showcase the forest resources abundant in Heilongjiang. The final design successfully achieved the intended goals.