A.H. Beard Mattress China Flagship Store: Curatorial Retail Experience in Shanghai

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Luxurious modern bedroom interior in a high-end furniture salon, featuring elegant beds, sophisticated lighting and contemporary interior architecture for stylish bedroom ideas

In Shanghai FARNEAR Design reimagined retail architecture with the A.H. Beard Mattress China Flagship Store. The Australian luxury mattress brand, known for its century-long dedication to craftsmanship, nature, health and comfort, presents a new retail concept that transforms the showroom into a curated commercial space. The design integrates art, culture and brand storytelling, offering visitors an immersive, multi-faceted journey beyond product display.

New Retail Model

Under the leadership of lead designer Jia Huainan, FARNEAR Design challenges traditional showroom formats by applying curatorial strategies to retail. Instead of static displays, the showroom becomes a dynamic environment where nature, art, culture and commerce coexist. This approach emphasizes the brand's commitment to high-quality craftsmanship, positioning the space as a cultural landmark.

Spacial Experience: Immersion and Ceremony

Entry Sequence: A dramatic arrival, defined by floor-to-ceiling curved glass walls, blurs the boundaries between inside and outside. A luxurious stone wall and natural landscapes create a sense of comfort, setting the tone for the entire experience.
Curved Geometry: Semi-circular walls and smooth partitions guide visitors through the space. Curves express flow and continuity, softening a narrow, elongated layout into a dynamic sequence.
Materials and Tactility: Wool felt, gradient blue silk, luxurious stones and illuminated wall panels evoke the feeling of handcrafted mattresses—softness, resilience and refined detail.
Atmospheric Lighting: Spotlights resemble twinkling stars on a dark blue ceiling, creating a calm and dreamy atmosphere that references the brand's connection to rest and night skies.

The Story of Sleep and Lifestyle

The design reflects the philosophy of A.H. Beard: sleep as a harmonious dialogue between body, nature and spirit.

Thematic Installations: Details like handwoven stainless steel ceiling patterns and miniature bamboo displays symbolize growth and vitality, aligned with the brand's heritage.
Product Integration: Beds and accessories are not merely displayed—they are embedded in immersive narratives, highlighting craftsmanship, natural materials and lifestyle value.
Interactive Zones: Semi-enclosed niches provide flexible areas where the 'protagonist' can shift—allowing new products to integrate seamlessly into the space.

Beyond Retail: Culture and Connection

Jia Huainan describes the project as “new retail built on rationality and brand spirit”. Unlike flashy effects, the design remains true to A.H. Beard’s DNA. Elements like a coffee corner with retro cabinetry emphasize hospitality and cultural exchange, offering visitors more than just a purchase—a chance to connect, converse and relax.

The design also acknowledges the societal nature of retail: closed meeting areas and informal lounges balance commercial goals with intimate experiences. The color palette of deep blue and warm beige conveys both elegance and comfort.

The A.H. Beard Mattress China Flagship Store by FARNEAR Design is more than a showroom—it's a curated brand experience. Through immersive storytelling, fluid geometry, tactile lighting and rich materials, the space transforms luxury mattress retail into an artistic cultural event. This cements A.H. Beard’s position as a global leader in premium sleep products, while opening the future of experimental commercial design in China.

Photography © Kon Lin A.H. Beard Mattress China Flagship Store by FARNEAR Design: Curatorial Retail Experience in Shanghai