Love, Bonito New Town Plaza

Following Love, Bonito’s entry into permanent retail in Hong Kong, New Town Plaza brought the developing physical brand experience into Sha Tin. The project created another opportunity to translate the qualities established through the brand’s earlier stores into a different footprint, customer catchment and shopping-centre environment. New Town Plaza subsequently became part of Love, Bonito’s growing Hong Kong retail presence.

The brief focused on adapting the store experience around the new tenancy while retaining the customer journey and visual character that made the physical expression recognisable as Love, Bonito.

Greater Group developed the store around the specific conditions of New Town Plaza, configuring circulation, product presentation, fitting and service around the tenancy. The design carries forward the warm and comfortable character of the Love, Bonito environment while allowing the planning and individual elements to respond to the location.

This approach gives the brand a consistent foundation for physical retail without treating each store as a reproduction of the first. The customer experience provides the common thread, with the design adapted around how that experience works within each location.

New Town Plaza extended Love, Bonito’s physical presence into another part of Hong Kong and demonstrated how its retail language could be adapted beyond the original Central location.

Together, the stores show the progression of a digitally native brand into physical retail: first establishing what Love, Bonito should feel like offline, then developing that experience across different locations while retaining a recognisable connection to the brand customers already knew online.