Water, Sex & Movement

Osuga was the first Chinese pleasure brand to walk at Paris Fashion Week, and it is rewriting how desire is expressed through the craft philosophy of a couture atelier. Teaming up with E Studio again for API EXPO, Shanghai's international adult expo, the brand carries its Paris provocation forward. Our curatorial idea, a runway of desire, moves the subject from private whisper to public art.

Couture gives women's desire a new vocabulary. Once pleasure products drop the shame attached to them, showing them can feel as lavish and ceremonial as a couture show. We turned that idea into space: not a shameful corner, but a runway where desire blooms freely.

The display refuses to stand still. Osuga's products loop past on a conveyor like couture looks on a catwalk. Visitors drift along with it, eyes held by the moving products: watch, follow, pause.

Water's movement becomes the stand's language. Display cabinets swell in smooth, organic curves like waves, playing rhythm against the beat of the straight track. Finely woven fabric on the cabinet backs carries the delicate texture of ripples.

The brand's signature water blue leaves the logo and becomes something you can feel. Fingertips meet specially treated fabric, and its raised ripples stir a gentle memory in the body.

Staggered geometric blocks stack and spread like a rising tide, carrying eyes and feet through the space. Where they overlap they form half-transparent screens, and the tension between hiding and revealing draws you in.

Themed as a flowing runway, the stand lifts the display of desire into a refined ritual in motion. Water blue sets the tone. Gradient blue globe lights swell and fade like the breathing of the deep sea, tracing the tides of desire.

We built a two-sided interactive piece. Its front is a sensor installation that invites pleasure; its back becomes the counter. Feeling and buying meet in one object.

The installation connects Osuga's 16 stores across China in one immersive "emotional resonance". Touch the sensor panel in any store and the installation answers with a tide of soft, pulsing light, its breathing lamps rippling outward from near to far. A fingertip wakes the space.

More than a stand, this is a flowing poem about women's desire. As products drift through light and eyes wander the space, pleasure finds an elegant voice. Every detail says it: desire deserves to be taken seriously, and pleasure deserves the most graceful of rituals.

Osuga SI

E Studio created Osuga's retail identity, now found in experience stores in more than 20 cities across China. Because the category is so new, the design keeps evolving with practice and with how people shop.

Client
Osuga

Location
Shanghai

Area
36 m²

Completion Date
2025.04

Design Firm
E Studio

Lead Designer
Fan, Junjian
Zhou, Xuanzhuo

Design Team
Li, Xueqi
Zhang, Jieying
Liu, Shuqi
Li, Bing

FF&E
Zhou, Jing

Lighting Design
JC Lighting

Photographer
Leung, Kenn