Love, Bonito Queen’s Road Flagship

Queen’s Road Central marked Love, Bonito’s first permanent store in Hong Kong and its first brick-and-mortar location outside Southeast Asia. For a brand with strong digital roots, the project represented an important shift into a market where many customers had previously experienced Love, Bonito primarily through its online channels.

Greater Group was engaged to design and build a physical environment that could give those customers a fuller experience of the brand. The store needed to support discovery, fitting, service and product interaction while translating Love, Bonito’s established identity into an environment customers could experience in person.

Greater Group developed the store around the customer journey, considering how shoppers move from browsing and product discovery through to fitting and purchase. Product presentation, circulation, fitting rooms and service touchpoints were brought together within a warm, considered environment designed to evoke the comfort and inspiration associated with the Love, Bonito brand.

The design established a physical vocabulary for the brand in Hong Kong, translating the familiarity of its digital experience into materials, spatial details and moments of interaction throughout the store.

Queen’s Road gave Love, Bonito its first permanent physical presence in Hong Kong and established an environment where its online community could engage directly with the brand and product. The store became the starting point for Love, Bonito’s subsequent physical expansion across the city.

The project also established a retail language that could be carried forward and adapted as new Hong Kong locations followed, creating a foundation for the brand’s transition from online presence to an omnichannel customer experience.