Fresh
Fresh
Fresh
About
In 2010, the founders of Fresh approached Mapos to radically rethink the retail experience for their Union Square flagship, establishing a new concept intended to embody the brand’s spirit and core values. My tenure at Mapos began two years later, during which I worked on three shop-in-shops across Hong Kong and mainland China. The primary objective was to distill the original flagship concept into smaller, more cost-conscious formats without diluting its identity.
Following the success of the initial locations, Fresh expanded rapidly across key markets in Greater China. The founders and internal team remained closely involved throughout the process, collaborating with us on the evolution of the in-store experience and its international rollout. Each shop functioned as a full-scale prototype, allowing the design to be tested, refined, and recalibrated.
Across successive iterations, the retail environment evolved through direct feedback from customers, clients, and fabricators. Rather than pursuing a fixed aesthetic, the design matured incrementally, improving with each build-out, resulting in a flexible retail system capable of adapting to scale, context, and operational realities while maintaining a consistent brand presence.
2012 A.R.E. Design Awards – Store Fixturing Award, Fresh Sensorial Bar
2012 Apex Awards – Digital Signage in Retail, Silver Medal
Brief
Category: Retail
Client: Fresh
Years of Personal Involvement: 2012 - 2013
Projects & Locations:
Queensway Plaza, Hong Kong SAR
Shin Kong Place, Beijing
Raffles City, Shanghai
Cloud Nine, Shanghai
Langham Place, Hong Kong SAR
Miscellaneous Fixture Development, Global
Fixture Library, Global
Design Architect: Mapos, LLC
Project Team:
Caleb Mulvena
Principle & Lead Designer
K.T. Anthony Chan
Project Designer & Junior Project Manager (Global)
Denise Pereira
Project Designer & Junior Project Manager (North America)
Daniel Martynetz, Xinyang Chen, Katherine Kokoska
Designers
**project team varied by project
