ANTA SNEAKERVERSE：TAIYUAN ZHONGLOU STREET STORE

Located on Zhonglou Street in Taiyuan, Shanxi, this project stands as the world’s second “Phantom Alley” themed flagship store established by ANTA SNEAKERVERSE. Inspired by Diagon Alley from the Harry Potter universe, it harmoniously blends a dark Gothic style, retro elements, and interactive technology, transcending the boundaries of traditional retail to create a fantastic shopping space where reality and virtuality intertwine.

The project is deeply rooted in a profound respect for local culture, with its facade preserving the form and color palette of the original building on Zhonglou Street. At the same time, it achieves a masterful visual reconstruction through British classical double doors and arched display windows: the 2.7-meter-tall distressed black solid wood doors add a sense of solemn ritual, complemented by the display windows along the natural alleyway, perfectly creating the mysterious atmosphere of “Diagon Alley.” The brand logo is presented in miniature typography, utilizing a restrained aesthetic to spark consumer curiosity.

Upon entering the first floor, shoes in the core display area are secured by bronze metal shelves, giving a light, floating visual effect to highlight the inherent tension of the products. The checkout area in the rear is equipped with six distressed walnut cabinets, seamlessly merging warehousing functionality with medieval aesthetics. The heart of the space lies in a spiral staircase: the loft structure created by opening the front of the first and second floors—paired with a mirrored ceiling—allows the spiral staircase to extend infinitely in reflections, as if beckoning consumers into a magic realm. The second floor primarily showcases apparel, and boasts a magic crystal ball (an interactive screen with gesture sensors) at the center. Here, consumers can engage in real-time interaction with the spherical screen through gestures, transforming shopping activities into immersive exploration games. Across the corridor, retro bookshelves with old books flank the balcony, bringing to mind a mysterious magic library to further enhance the narrative depth of the space.