Pa-Shih Concept Store

Located in the ground floor of the National Taichung Theater in Taiwan, the design of Pa-Shih Concept Store is meant to create an experience to promote the brand’s mesona desserts and its image. The concept draws inspiration from the key elements of the brand “mountain” and “creek” and turn into a physical space. The main feature is a long bar table meanders through the shop’s space to draw the visitors’ attention in the theater, while separating the working area from the visitors. The visitors would “drift” along the table through the merchandise, the counter to watch the making of the dessert, then to the seating area where they can enjoy their grass jelly dessert while reading on the brand story. The undulating form of the table was designed to complement the architecture of the theater, as if it was grown out of the theater walls. The table was constructed by laser cutting the sectional profiles on plywood panels and the pieces are assembled on site. The laser-cut panels form the framework for the main body of the table and finished with a layer of cement applied to achieve a smooth surface base. On top of the cement, the surface of the was treated with another layer of cement mixed with small pebbles, a technique that was imported to Taiwan in the early days of Japanese colonial rule, creates settle contrast to the theater space while drawing association with the nature. The lighting enhances the table’s curvy form as well as to signify the cultural heritage and innovation of the brand. The Chinese idiom “Hills need not be high; presence of gods gains them fame” reflects the core belief of the client, that the brand’s reputation should be built on the combination of quality products and customer experience. The design of the Pa-Shih Concept shop aims to inject the brand spirit into the space of NTT, and to allow the visitors to have a pleasant experience while enjoying the dessert.