A Dreamy Tech-Infused Wonderland: CASETiFY’s Shanghai Store Blends Retail, Storytelling, and Sustainability In Shanghai Disney Resort’s Disneytown, CASETiFY’s latest outpost redefines the retail experience with a bold fusion of immersive storytelling and sustainable design. This is no ordinary store—it’s a visual playground where high-tech elements meet whimsical narratives, creating an environment that’s as interactive as it is enchanting.
CLIENT
CASETiFY
LEAD DESIGNER
Hannah Churchill
DESIGN TEAM
Yufei Chu, Changwei Zhou
PHOTOGRAPHY
CASETiFY
The store needed to express CASETiFY’s energetic global identity within the highly experiential setting of Disneytown. Product displays had to adapt as collections changed, digital content needed to organise the customer journey, and the brand’s ReCASETiFY sustainability initiative had to become a tangible part of the space rather than a separate message.
The finished store sits between shop, media environment and social space. Digital storytelling keeps the experience dynamic, modular systems support continual product change, and recycled materials give the brand’s environmental commitments a visible presence within its first café-integrated retail format.
A 360-degree LED screen anchors the interior, wrapping customers in an evolving digital landscape. A horizontal colour gradient creates a wave-like direction through the store, while modular shelving with integrated lighting allows displays to change with new products and collaborations. CASETiFY’s pink and blue palette dissolves into softer gradients, paired with mirrored arches and streamlined forms to balance playfulness with a more sophisticated finish. Recycled phone-case material is incorporated directly into the coffee counter and café tabletops, turning the ReCASETiFY programme into something customers can see and touch. These physical elements ground the digital content and give sustainability a functional role within the retail experience.
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