GROUNDWORK Architects + Associates Ltd.

GROUNDWORK Architects + Associates Ltd.

Hong Kong, HK | 深圳市 福田


Simmons New generation shop_Premier and Studio: branding, interior, embellishment, uniform and identity.

The retail market is gradually adapting to the rapid development of internet sells platforms and  the role of shops and physical spaces are therefore shifting. A shop or bedding is a platform for our customer to interact with our product.


We are commissioned for the rebranding for Simmons Asia’s shops, uniform and corporate identity. This is a challenging task. How may we represent a bedding company with such long history? Thus we have began our work with a 3 three months long research of their brand’s history and their competitors’ shops. We have finally realized that a minimalistic shop. The circulation of  the customers and the experience is our main focus: A minimal, pristine and perennial space will allow our customers to linger and trying out our beds freely whilst our staffs may main eye contact with them, and thus they will be able to offer their assistance at anytime. The minimalistic approach allowed our design to  accentuate the presence of our products, that is the beds, and the sleeping experience. 


Sound, water, rain drops, the colour blue, our subtle uniform design and other embellishment; these are all apparatus devised to provoke the five sense for our customers; reminding our customers about their good rest at night; a sanctuary for them to re-charge and to refresh.

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Status: Built
Location: World Wide
Firm Role: Architect
Additional Credits: CLIENT : Simmons Bedding International

ARCHITECT : Groundwork Architects and Associates Ltd.(Manfred Yuen, CY Lau, Lawrence Law, Echo Xiang, Krystal Lung )


LOGO DESIGN : Groundwork Architects and Associates Ltd.

BEDDING DESIGN : Groundwork Architects and Associates Ltd.

UNIFORM DESIGN AND SELECTION : Groundwork Architects and Associates Ltd.