Reimagining furniture retail through immersive art spaces and flexible white canvases that inspire curiosity and interaction.

Furniture Display as an Immersive and Interactive Journey

Located in Beijing’s BBMG Tiantan complex, the new TINTAN Furniture Experience Centre is a redefinition of furniture retail. The project introduces two design strategies — ‘Art Village’ and ‘White Canvas’ — to activate spaces beyond shopping. Through interactive layouts, immersive installations, and flexible display areas, the project creates an environment where culture, design, and digital experience converge.

The TINTAN Furniture Experience Centre is part of BBMG’s Tiantan development in Beijing, aiming to transform conventional shopping into a multi-sensory journey. The project prioritises experience over shopping, responding to evolving consumer demands for spaces that stimulate curiosity and engagement.

CLOU architects explored two spatial strategies to address key challenges, including activating entrances, optimising circulation, balancing functions across levels, and ensuring flexibility through movable partitions.

Scheme 01: Art Village

The ‘Art Village’ concept transforms the showroom into a museum-like experience. Furniture is displayed as art, placed in curated rooms that guide visitors on an exploratory route. Immersive installations and interactive zones encourage discovery, while supporting ancillary spaces such as cafés, bookshops, and scissor escalators enhance the social atmosphere.

Scheme 02: White Canvas

The ‘White Canvas’ approach uses a minimal material palette and flexible layouts to let furniture become the main focus. Movable panels allow for constant reconfiguration, supporting changing product displays and events. The neutral backdrop sharpens the visual impact of the furniture pieces, transforming the space into an adaptable exhibition platform.

Integrated Experiences

The centre integrates retail experience, digital interaction, and product display with cultural and design elements. VR zones and online-to-offline strategies further extend the experience, offering customers an innovative and memorable encounter with the brand.

Future-Oriented Retail

By merging experience, culture, interaction, and design, the TINTAN Furniture Experience Centre sets a new benchmark for furniture retail. It is a destination designed not just for transactions, but for inspiration, learning, and community engagement.