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.