A Little Sweetness in the Adult World

At a time when even online shopping is nothing new, many brands are choosing to return to physical presence, bringing their lifestyle and taste into the heart of the city through inventive retail spaces that connect the city with its customers.

Founded in 2019, Osuga has become a leader among original-design pleasure brands and the first of its kind to open in China's major shopping centres. E Studio was invited to develop a complete new brand identity and physical store for Osuga: an exploration of a sustainable business model, and an attempt to rethink the pleasure store, and the attitudes around it, amid social change and urban renewal.

Water Ripple

On the way from concept to built space, much information is quietly filtered out. Setting products on a flat surface is not enough; they need a more visible interpretation.

The arc stands for a new kind of flow. The display islands have no corners, so people move freely among them, wandering or pausing, discovering pleasure and sexuality through the scene around them. Beach, waves, sunlight and people meet here and spark a freer, more extraordinary energy.

Lucky Osuga

A physical store sells more than products; it sells scenes and stories. In the spatial narrative we developed for Osuga, every city has its own Lucky installation.

This interactive wall stands behind the product display. Pull the handle and it picks a product at random. If you can't decide, the answer arrives as the lights flicker on and off; and even when you know what you want, chance can still bring a surprise.

Across the multi-city rollout we also built Osuga a store identity (SI) system that is adaptable, iterative and standardised, with consistent quality control. But local touches in the details, like the Lucky installation, are what make a visit richer and more fun.

Summer Beach

Drawing on 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 and the murmur of the sea, freedom and intimacy under the sun: a relaxed trip to the beach. In a new era, intimate products no longer need to be hidden away.

More Details

We want every store to do more than present a product concept: it should be a window through which people better understand the brand and its science-based outlook, as sunny, playful, uninhibited and open as an endless beach.

A physical space that connects the city with its customers should bring something new, a place where everyone can meet and share with pleasure. Only then does returning to physical presence truly mean something.

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