# Interactive Beauty Retail Spaces The B+Tube Cosmetic Store by Arlia Hashim is Located in Changsha By Jana Pijak | Published 2020-11-20 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/btube-cosmetic References: [retaildesignblog.net](https://retaildesignblog.net/2020/11/17/btube-cosmetic/) The B+Tube collection retail space in Changsha, China is designed by Li Kang and Arlia Hashim. Specializing in "skincare, make-up, travel and lifestyle products, all focused around the idea of freedom of expression," B+Tube targets Gen Z consumers and is all about experimenting with beauty. The brand showcases its vast collection inside a [colorful and immersive space](https://www.trendhunter.com/trends/plouise-city), spotlighting high tech, interactive elements. These include engaging product information areas, interactive advertisements and product testing stations that blend physical displays with digitized video screens. The B+Tube collection retail space speaks to Gen Z consumers' appreciation for interactive elements when it comes to retail and blends the best of both worlds for an [omnichannel shopping experience](https://www.trendhunter.com/trends/bath-and-body-works-3). The store is also vibrant and aesthetically striking, featuring cathedral-like elements that are photogenic and social media-friendly. Image Credit: Wen Studio ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 96% | Activity: 98% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Interactive Retail Spaces:** Opportunity for beauty brands to create immersive, interactive shopping experiences that cater to Gen Z consumers. - **Omnichannel Shopping:** Disruptive innovation potential in combining physical product displays with digitized video screens for a seamless shopping experience. - **Social Media-friendly Spaces:** Beauty retailers can capitalize on Gen Z's love for aesthetically pleasing and photogenic spaces by creating vibrant and visually appealing stores. ### Who This Affects Most - **Beauty and Skincare:** Opportunity for beauty brands to incorporate interactive elements in their retail spaces to attract Gen Z consumers. - **Retail Design and Interior Decor:** Disruptive innovation potential in creating visually striking and immersive retail spaces that combine digital and physical components. - **Marketing and Advertising:** Opportunity for marketers to leverage interactive advertisements and product testing stations to engage Gen Z consumers in beauty retail spaces. ## Related on Trend Hunter - [Interactive Cosmetics Retail Stores](https://www.trendhunter.com/trends/interactive-cosmetics-retail-stores-watsons-upgrades-its-stores-for-gen-z-a.md) - [Immersive Luxury Cosmetics Pop-Ups](https://www.trendhunter.com/trends/la-beaut-louis-vuitton1.md) - [Multi-Sensory Flagship Stores](https://www.trendhunter.com/trends/kate-shibuya.md) - [Relaxing Personal Care Stores](https://www.trendhunter.com/trends/bath-body-works-gingham.md) - [Substantial Retail Environment Redesigns](https://www.trendhunter.com/trends/cosmetics-and-beauty-department.md) - [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md) - [Digital Travel Retail Experiences](https://www.trendhunter.com/trends/digital-travel-retail.md) - [Inaugural K-Beauty Physical Stores](https://www.trendhunter.com/trends/skin-cupid.md) - [Phygital Beauty Store Experiences](https://www.trendhunter.com/trends/sephora-store-of-the-future.md)