Ubras Concept Store in Shanghai by Sò Studio – Minimalism, Comfort, and Empowerment in Retail Design

A Celebration of Comfort and Girl Power

The Ubras Concept Store in Shanghai, designed by Sò Studio, redefines the modern retail experience by aligning interior design with the brand’s ethos: “loyal to self, free at heart.” This women-focused brand embraces minimalism, intimacy, and empowerment, creating a calm, caring, and immersive shopping environment for visitors.

The guiding concept was to craft a space where customers feel enshrouded and supported, echoing Ubras’ philosophy of comfort and freedom.

Architecture That Gives Back to the City

Located along the bustling Huaihai Middle Road, the store sets itself apart by receding its façade slightly, creating a welcoming forecourt for passersby. Instead of pushing the store directly onto the busy street, the architects designed a curved luminous wall that softens the commercial edge and invites customers into a calm, preluded space.

Subtle brand cues like the U-shaped light film and the U-shaped door handle introduce the brand identity even before entering, preparing visitors for a thoughtfully immersive retail journey.

Interiors Designed Like a Second Skin

Inside, the design emphasizes softness, fluidity, and intimacy. Props are strategically placed across sections, forming distinct zones while maintaining an overall serene beige palette. The designers integrated U-shaped stone props and pillow-like forms, softening corners and surfaces to create a sense of comfort and protection.

Materials such as micro-cement and rubber-textured elastic paint reinforce the brand’s philosophy – evoking the feeling of skin: soft, flexible, and protective. Even existing columns were wrapped in soft finishes, ensuring they harmonize with the tranquil environment.

Spaces of Inclusivity and Experience

A special “Likeuu Area” caters to teenagers, offering privacy while maintaining a lively energy. Display units like laminated rings and curved shelving balance functionality with warmth.

At the center, the cash register counter doubles as a design focal point with its L-shaped form and integrated lighting, becoming both functional and symbolic – a point of gathering within the store.

Lighting and Details – Subtle Beauty Everywhere

Lighting plays a critical role in enhancing the delicate retail experience. Arc-shaped light bands and adaptive lighting systems mimic natural daylight and shift across day and night, ensuring visual comfort while highlighting merchandise.

The “U” motif is subtly repeated throughout: in door handles, mirrors, shelves, and props – reinforcing the brand identity and creating a cohesive design language. This detail-oriented approach ensures that every visitor feels an intimate connection with the space, much like wearing close-fitting clothing that moves with the body.

A Concept Store That Redefines Retail Design

The Ubras Concept Store by Sò Studio is more than just a retail outlet – it is a sensory, emotional, and empowering space. By focusing on minimalism, material softness, and symbolic design, it becomes a landmark retail concept in Shanghai, setting a benchmark for future fashion and lifestyle interiors.

All the photographs are works of Wen Studio