Huawei | Shenzhen Global Flagship Store

The new phenomenon of Hosping®

It’s not exactly news that physical commerce is suffering. At the same time, internet sales are taking off with sometimes spectacular results: e-commerce represents 35% of purchases in China versus 11% in the United States. And yet… The more connected that society becomes and the faster that life accelerates, the more people crave emotional, real-life exchanges, with outstretched hands, friendly smiles, a fresh look and moments of happiness and warmth… At Saguez & Partners, we coined the term Hosping® – the meeting of hospitality and shopping – to name this revolution, these new uses. The objective? To create a friendly and sensitive place that offers personalized experiences.

More than just a store, it’s a three-story, 1,300 m2 piece of relational architecture. The era of flashy, brand-centric flagships has passed. The game changers in today’s commerce are those who demonstrate the generosity and empathy to create inviting, feel-good spaces where every detail has been considered to provide service. Shopping is dead, long live Hosping®.

A new place on the square

It’s in one of the most bustling pedestrian areas of the city surrounded by buildings that Saguez & Partners created a piece of relational architecture: a magnetic gathering place from 10 a.m. to 10 p.m. The indoor-outdoor agora staircase connects the public square and store interior, creating a borderless communal atmosphere. Visitors enter freely to relax, people-watch, work, learn, eat, have a coffee, meet, get acquainted, etc. It’s a restitution of private space to the public square. A sort of physical social media.

Design & Technology

This flagship looks like a transparent cocoon, thanks to the use of advanced techniques such as curved three-dimensional glass that gives it a friendly and enveloping appearance. Eleven-meter-tall glass panels guarantee the quality of the views while ensuring resistance to typhoons. Inside, walls and ceilings are covered with felt panels made from recycled plastic bottles.

In the Press