Global leader in workplace solutions, Steelcase, pioneers the future of work through innovative space and product design. As the company expanded, the existing Hangzhou showroom no longer reflected its brand ambitions or supported the level of experience and flexibility needed.
In response, Steelcase partnered with us to create one of its largest showrooms in Asia Pacific. A fully active workplace that brings the brand to life through immersive, real-world experiences.
Departing from the static model of traditional product displays, the space is designed to serve people in their daily routines and evolve ways of working. It supports multiple functions: workplace, brand storytelling, client interaction and event hosting.
Our multidisciplinary team collaborated across workplace strategy, design, engineering and delivery to bring this vision to life. The result is a flexible space that naturally blends showroom and workplace, used by employees and clients as a place to connect, collaborate and experience the brand in action.
The new space builds stronger client connections and a strategic presence, while advancing innovative work practices locally and regionally.
Steelcase (Zikoo Furniture）
The layout draws visitors in through rhythm and flow, connecting vibrant and quiet zones across the space. At the front of house, the reception, a breakout zone and display area come together as the social heart, encouraging interaction and connection.
A bespoke feature wall co-created by Steelcase and M Moser expresses the brand’s identity and creates a welcoming sense of ownership.
Progressing through the space, a gradual transition leads to quieter zones for focused tasks and confidential conversations, shaping a spatial narrative from energy to immersion.
To give the showroom a unique local identity, we brought in design elements inspired by Hangzhou’s natural landscape and cultural heritage. Subtle references to ripples and mountains, along with locally inspired materials and forms, create a strong visual and emotional connection to the city.
From the outset, our engineering and design teams worked closely to anticipate challenges and streamline solutions, reducing the need for rework during construction.
Given the project’s complexity and frequent changes, our designers were stationed on-site to respond swiftly and coordinate with engineering and delivery teams. This integrated approach ensured smooth execution and translated creative ideas into high-quality results.
As a showroom, precision in equipment placement and lighting integration was essential. Thanks to this close coordination, we were able to implement modular display systems and flexible lighting. The space can be easily reconfigured, supporting everyday use while spotlighting key products and showcasing content.
The new Steelcase Hangzhou home merges workplace and showroom functions in a way that goes beyond conventional models. Adaptable and sustainable, it is built to evolve with changing needs, remaining relevant over time.
As a strategic hub in Asia Pacific, the new space reinforces Steelcase’s brand presence locally and deepens client relationships, serving as a strong foundation for continued growth in the region.
Completed
2023
Hangzhou
1,200 sq m / 12,917 sq ft
Edward Shi
