A Little Sweetness in the Adult World

Even online shopping feels old news now, yet many brands are choosing to come back in person. They bring their lifestyle and taste into the heart of the city, opening inventive stores that connect the city with the people who shop there.

Since its launch in 2019, Osuga has grown into a leading original-design pleasure brand, and the first of its kind to open in China's major shopping centres. E Studio was invited to create its new brand identity and physical stores: a search for a sustainable business model, and an attempt to rethink the pleasure store, and how we live with pleasure, amid social change and urban renewal.

Water Ripple

Between concept and built space, a lot gets quietly filtered out. Laying products on a flat surface isn't enough. They need to be seen and understood.

Curves suggest a new kind of flow. The display islands have no corners, so people move freely among them, wandering or lingering, discovering pleasure and sex through the scene around them. Beach, waves, sunlight and people come together here and spark something freer and bolder.

Lucky Osuga

A store sells more than products. It sells scenes and stories. In the spatial story we wrote for Osuga, every city gets its own Lucky installation.

The interactive wall stands behind the product display. Pull the handle and it picks a product at random. Can't decide? The lights flicker and the answer appears. Know what you want? Chance can still surprise you.

Working across several cities, we also built Osuga an SI store system: adaptable, easy to iterate, standardised and consistent in quality. But it's the local touches hidden in the details, like the Lucky installation, that make a visit richer and more fun.

Summer Beach

Starting from Osuga's products, its design aesthetic and its idea of "a little sweetness in the adult world", we arrived at a spatial concept that feels free, open and easy-going: Summer Beach.

Sun-kissed skin, the murmur of the sea, freedom and closeness in the sunshine: a slow, easy day at the beach. In a new era, pleasure products no longer need to hide.

More Details

We want every store to do more than present products. It should be a window onto what the brand stands for and the science behind it, as sunny, playful, carefree and wide open as an endless beach.

A space that links the city with its people should bring something new, a place where everyone can meet and share with pleasure. That is what makes coming back in person worth it.

Client
Osuga

Location
Hopson One, Shanghai
One Avenue, Shenzhen

Area
72 m² / 52 m²

Completion Date
2024.07

Design Firm
E Studio

Lead Designer
Fan, Junjian
Zhou, Xuanzhuo

Design Team
Huang, Qiqi
Liu, Shuqi

FF&E
Zhou, Jing

Lighting Design
JC Lighting

Photographer
Leung, Kenn