‹ work

A shop without cashiers or stock clerks


 

assignment

Ochama is a brand new omnichannel retail concept for the European market from Chinese retail giant JD.com. A novelty in the world. The so-called pick-up shops opened their doors in Leiden and Rotterdam, Diemen and Utrecht.

Following a year of research, design and construction, in early 2022 we created the introduction of the Ochama pick-up shops in Europe. The design makes it look effortlessly simple, yet behind the scenes these stores are state of the art. They come fully equipped with robots, a completely automated warehouse and, self-service pick-up machines that handle both digital and physical orders.

Ochama, a new brand under JD.com, prides itself on "applying industrial automation to the retail market, resulting in a price advantage for consumers."
With the opening of physical stores, Ochama aims to make the purchase of everyday quality products effortless, without compromising on the need for quality control and accessibility. Set up to meet all needs, ranging from small stores in city centers to peripheral distribution centers with fully equipped showrooms/pickup centers.

Ochama commissioned us to create an integrated formula from small to large format.


result

A retail model that provides for all needs, ranging from small stores in city centers to peripheral distribution centers with fully equipped showrooms/pick-up centers
Technology is visibly integrated to highlight Ochama's distinctive strength.
The application of industrial automation in the retail market resulting in greater efficiency and thus price advantage for the consumer.

project

Ochama


category

retail


scale

100-300 m2


our approach

Ochama commissioned us to create an integrated formula ranging from small to large format. A concept that, according to good Dutch custom, celebrates the simplicity of everyday products. Ochama embraced the Dutch saying "doe maar gewoon, dan doe je gek genoeg” (just act normal, which is quite crazy already). Based on this, we created a "no nonsense, customer first" formula with high quality for a competitive price.

To illustrate this principle, we designed a simple red three-dimensional plus-element as a connector, which offers a recognizable and ever-changing structure of bamboo furniture in the showroom. A recognizable and friendly element amidst all technology. To emphasize Ochama's distinctive strength of logistic excellence, the technology is visibly integrated. Showing the robots that make this possible just seemed to make sense to us. The core of the concept was therefore that we didn't want to hide technology, but rather make it an entertaining strength of the shopping experience.

We worked with Vanderlande, world leader in automating logistics processes, to create the fully automated warehouse, including the introduction of real robots for order picking. The visible robot arms and the entire logistics process are an attraction. Ordered articles can be picked up in the shop via the red self-service 'pick-up kiosks'. Bulky items will be delivered straight to home.

A clever application of the 'infinity swirl' from Ochama’s brand identity gives a recognizable identity to the shops, which is also used to navigate the visitor through the various parts of the shop.

Recognizable and ever-changing structure of bamboo furniture.

Recognizable and ever-changing structure of bamboo furniture.

Curious?

Sander Bos

managing partner | consultant

Lieke Genten

architect & interior architect | partner

Wouter Hoevers

engineer | project manager

Why visit this place?

The visible robot arms and the entire logistic process are a true attraction. Ask Sander or Lieke for a tour of one of the four shops.