• Taipei’s newest shopping destination A13, designed for the new customer

    3 February 2021

    Located in the heart of Taipei’s most lively “Xinyi” district, the new FEDS Xinyi A13 department store is within a 10-minute walk from Taipei 101, Eslite Bookstore and the Grand Hyatt Hotel. Positioned as the first and only “smart shopping mall” in Taiwan, this new store design concept is the fifth generation department store owned by Far Eastern Department Store group.

    One of the main highlight is the restaurant level on the fourth floor, which the entire floor is themed with a nostalgic Taiwanese street alley. As sunlight shines into the street alley though the 11m tall glass facade, the atmosphere transports the customers into another time period.

    Digital design and experiential technology are incorporated into the department store’s architecture and interior design. Throughout the departmental store are interactive screen panels displaying video content, providing customers with elements of discovery and visual sensory experience.

    Since opening for a year, FEDS Xinyi A13 has become a popular weekend shopping and leisure destination for Taipeiers. With the large selection of brands and offerings, there is something for everyone to discover and explore.

    As Mainland Chinese visitors look forward to the Coronavirus travel ban to be lifted in 2021, we will be eagerly waiting to be in line to visit the new FEDS Xinyi A13. So let’s have a look and learn how the designers at Gensler approached the design for this next-gen department store in Taipei.

    Retail Entering a New Era

    “Retail is entering a new era, and projects like FEDS Xinyi A13 are so important because they become the standards of the future. And we are very excited to be working with Far Eastern Department Store Group on this journey to create a brand new retail experience for Xinyi A13,” says Edward Chao, Studio Director, and Richard Chang, Retail Practice Area leader at Gensler Greater China. “We assembled a global multi-disciplinary design team with experts from retail to hospitality to branding and digital experience design to develop an unique departmental store experience for Taiwan.”

    Markus Pesendorfer, Retail Expert at Gensler APME said, “How we first approach this project is based on customer profiling and research. Through Gensler’s research, we can better understand the needs of the new Taiwanese customer. We wanted to create a better retail space for the FEDS Xinyi A13 to explore, inspire and enjoy life.”

    A minimalist design gives a modern and refreshing look to the store interior, a style that is well-loved by the Millennials and today’s customers.

    Infusing Taiwanese Culture & Aesthetics

    “Inspired by the incredible beauty of Taiwan, the design aesthetics was expressed throughout the store. Natural materials, especially wood highlights the circulation path throughout the store. Each floor is very unique and each floor has its own natural expression,” said Alison Carr, Retail Design Director at Gensler.

    Mosaic tiles on the ceiling were used to create a traditional Chinese porcelain motif.

    Taiwanese natural elements and floral designs can be found throughout the store.

    The restaurant level on the 4th floor is designed to resemble a nostalgic Taiwanese street alley.

    The careful selection of floor tiles, wall bricks, furniture and lighting design comes together to create a nostalgic atmosphere.

    Vintage street signs create a very nolstagic look of Old Taiwan.

    Designing for Comfort & Hospitality

    “Hospitality and comfort is one of the very important design elements we want to create for FEDS Xinyi A13”, said Alison Carr, Retail Design Director at Gensler, “Given the fact that this store in located in a very busy section of Taipei, the design was infused with moments of hospitality and areas of respite.”

    Natural materials such as wood highlights the circulation path throughout the store to create warmth and balance to the overall store design.

    Digital Design Delivers an Elevated Shopping Experience

    Edward Chao and Richard Chang said, “Beside the references to Taiwan’s nature and culture, the other key design element is in the technology aspects. For example, as you move up and down the main escalator, you will discover digital experience design incorporated throughout the entire atrium space. Digital screens creates a bright and lively on the entire fourteen levels in the department store.”

    The Far Eastern Department Store Xinyi A13 offers a very unique shopping experience that incorporates retail, hospitality and digital experience. In the design, natural element of Taiwan can be found throughout the entire building. From the patterning of the floor and the ceiling, there are motifs of natural wood, plants, flowers.

    In contrast to the modern chic design of the main atrium, one of the design highlights is a replica of the traditional Taiwanese street and facades on the third floor. At the basement food court, Chinese floral porcelain-style mosaic can be found at the ceiling. All these Taiwanese cultural designs are strategically placed in different spaces through the entire departmental store.

    These subtle overall details really make the overall retail experience very different and very unique, and something that the Taiwanese consumers will feel like something that belongs to the market elevated to the departmental store experience in this market.

    Digital experience is an element incorporated in the design such as digital video screens at the major escalator core area and the entire atrium space, creating this bright imagery along the entire fourteen storey area.


    More Design
    John Holland NextHome, Flinders Gate Melbourne Wins Build4Asia Award 2020
    With architectural and interior design by renowned practice Decibel Architecture, atop the SJB base building, NextHome, the new headquarters of the John Holland Group, took home the prize for Interior Design of the Year (Commercial) at the inaugural Awards ceremony held on 12 November at the Hong Kong Convention & Exhibition Centre. Esteemed jury member, Wai Tang, commended: “I find [...]
    CBRE’S New Hong Kong Offices redefine the future of workplace
    (3 June 2020, Hong Kong) CBRE Hong Kong has announced its relocation to two offices at One Pacific Place in Admiralty and at International Trade Tower in Ngau Tau Kok, to support the company’s future growth. The two offices feature state-of-the-art facilities and modern working environments designed to enhance both employees’ and clients’ experiences. (按此瀏覽中文版) The 22,500 [...]
    BIG Gives the Future a Form at Danish Architecture Centre
    FORMGIVING – An Architectural Future History from Big Bang to Singularity explores how the world around us has taken shape – and has been given shape – from the past to the present, with 71 BIG projects as glimpses of and gifts to our future. The show is on view until January 5, 2020. The 1,350m² solo exhibition transforms the Danish Architecture Center (DAC) into a chronological [...]
    Golin Relocates to One Taikoo Place
    (3 September 2019, Hong Kong) Golin Hong Kong has relocated to One Taikoo Place; unveiling a new office space that’s been carefully designed to boost employee creativity, wellness and collaboration. The move coincides with a busy six months for the agency, in which Golin unveiled its new progressive PR positioning worldwide and won PRWeek 2019 Global Agency of the Year. “It’s [...]
    Swire Properties Arts Month 2019 bringing World-Class Art to Hong Kong
    (28 February 2019, Hong Kong) Swire Properties Arts Month 2019 returns this year with a hand-picked selection of world-renowned artists, including San Francisco-based art collective FoldHaus, which is bringing its “Burning Man” installation to Hong Kong for the first time, New York-based artist Derick Melander, French street artist L’Atlas and Austrian artist Willi Dorner. The host of [...]
    agnès b. Galerie Boutique hosts the François Olislaeger Exhibition
    agnès b. Galerie Boutique has always brought beautiful and artistic works to Hong Kong. This January, agnès b. Galerie Boutique was pleased to welcome renowned, published Belgian cartoonist turned artist, François Olislaeger, who has participated in exhibitions at the Contemporary Art biennal in Le Havre in France, at the Cité de l’Architecture and at the Gaité Lyrique. In Hong Kong [...]
    BoConcept launches its first Design Hub in Hong Kong
    BoConcept is delighted to announce its newest project– the Design Hub. (按此浏览简体中文版) Through its new store at Lee Garden Three, BoConcept invites architects and designers to co-create through its latest concept, BoConcept’s Design Hub. Offered as a constant resource for the industry, designers can now work with BoConcept on a scalable model for any idea, which includes [...]
    Phoenix Property investors collaborates with Richardson Sadeki to present the Morgan Sky Duplex
    (26 July 2018, Hong Kong)  Phoenix Property Investors (“Phoenix”), developer of THE MORGAN, the award-winning luxury residence at 31 Conduit Road in Upper Mid-levels, has unveiled the design of its exclusive two-storey residence, The Morgan Sky Duplex. The Morgan, designed by globally-acclaimed Robert A.M. Stern Architects, one of Architectural Digest’s Top 100 design practices in [...]
    CL3 brings the Rock & Roll to Shenzhen
    Established in 1992, CL3 Architects Ltd. (CL3) is an internationally renowned architectural and interior design studio based in Hong Kong with regional offices in Beijing, Shanghai and Shenzhen. Led by Founder and Managing Director William Lim, CL3 is one of the most in-demand studios in the region. And with a 60-person-strong team of dedicated professionals specialising in hotels, [...]