Luolai is the largest home textile manufacturer and retailer in China, with over 3000 stores and a reputation based on exacting standards and regarded as of the highest quality. Keen to branch out into unchartered territory, adding furniture, lighting and home accessories, the family-owned business was on a mission to launch a first for China. A new style of home store where you buy the look for each room in your home from carefully crafted and curated collections. Shop in store, online or via social media platforms and influencers and all with the help of a fully trained Interior Designer.

The style needs to be fresh, new, directional, and completely different to their current inhouse style. This needs to break boundaries, appeal to the next generation of consumers who travel extensively, have seen the world and now want to take a slice back home their own personal city centre apartment. No longer happy to share their space in historically accepted multi-generational living.

The young homeowners in tier 1 and tier 2 cities of China have impeccable sense of style, they know how to dress and are not afraid of baring their soul, they welcome guests into their homes and want to show off their creativity, good taste, a well-travelled palette and exude confidence through an expressive interior design style. Gone are the days of socialising in restaurants and karaoke bars, Gen Z & Millennials want to party at home. They want to cook, drink, lounge on the sofa and kick off their shoes. The doors to their most private spaces are thrown open and shown off in all their glory. It's a different world and one that our client and customers alike loved from the very first moment. 

We are so proud of this project. From establishing the idea, creating the concept & building the first store in less than 3 months. Nothing stands still for long in China, the energy, tenacity, and drive for what's new & different is so infectious.

There is no more interesting place on the planet to look at life through a different lens, think big, be bold and be different. 

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