Established in 1937, the Xinhua Bookstore is the largest and most well-known bookstore in China. Due to its age, the store had gradually become somewhat outmoded with a rather old-fashioned charisma. The redesign thus aimed at breaking down its conservative image, as it leaves a stereotyped impression of belonging to the 1970s to 1980s with their strong political tint. The brand was to be reconstructed to reflect the spirit of its time and make it align with the fast paced progress of the society we are now living in. This was achieved by employing a concept that predominantly expresses the design principle of human touch. At the core of the design is the key observation and question of how to design a space in such a way that it appeals people, inviting them to rest their souls and minds in this place in a figurative sense. Focusing on simplicity and naturalness, the design has emerged with a highly balanced and harmonious interior. An innovative arrangement of lines serves to create a connection between people and books. The various spatial scenarios are combined through a restrained language of form that visualise this coexistence and creates harmonious overall atmosphere. The subtly structured space is reminiscent of an ecosystem, which in the hustle and bustle of its surroundings, evokes a sense of tranquillity and comfort.