Water, Sex & Movement

The first Chinese pleasure brand to show at Paris Fashion Week, Osuga is reshaping how desire is expressed through the craft philosophy of a couture atelier. Returning with E Studio to the API Expo, Shanghai's international adult expo, the brand carried its Paris narrative forward. Our curatorial idea, a runway of desire, takes the subject from private whisper to public art.

Borrowing the language of haute couture, the stand rebuilds an aesthetic of female desire. Once intimate products shed their associations with shame, showing them can carry the luxury and ceremony of a couture show. We gave this idea a spatial narrative: no longer a hidden corner, the stand is a runway where desire can bloom freely.

Display breaks free of the static. Like couture looks, Osuga's products circle the stand on a conveyor. Visitors drift along its path, their eyes led by the moving products, in an immersive sequence of watching, following and stopping.

The movement of water is distilled into spatial language. Display cabinets follow smooth organic curves that mimic waves, setting up a dialogue of rhythm and beat with the straight track. Finely woven fabric on the cabinet backs captures the delicate texture of rippling water.

The brand's signature water blue moves from visual identity to something you can feel. Touch the specially treated fabrics and their raised ripple texture brings back a gentle bodily memory.

Staggered geometric volumes stack and extend like a rising tide, guiding eyes and footsteps smoothly through the stand. Their overlaps form semi-transparent screens, and the play between concealing and revealing creates a captivating visual tension.

Themed as a flowing runway, the stand raises the display of desire into a refined, moving ritual. Water blue sets the key, and gradated blue globe lights brighten and dim like the breathing of the deep sea, tracing the tidal rhythm of desire.

We created a twin interactive piece: its front is a sensor installation that invites pleasure, while its back turns into the sales counter, joining emotional interaction and shopping in one object.

The installation links Osuga's 16 stores across China into one immersive "emotional resonance" experience. When a customer touches the sensor panel in a store, the installation answers with a tide-like pulse of soft light, its breathing lamps rippling outward from near to far, so that a fingertip seems to wake the whole space.

More than a stand, this is a flowing poem about female desire. As products glide through light and the eye wanders through space, pleasure finds an elegant voice. Every detail here says the same thing: desire deserves to be taken seriously, and pleasure deserves the most graceful of rituals.

Osuga SI

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