China’s latest Zhongshuge bookstore, located in Shenzhen, offers “a feast for the senses” with its massive spiraling bookcase running through the middle of the floor space. Patrons mingle and work in ...

As the bookstore chain mounts a comeback, it’s breaking a cardinal rule of corporate branding and store design: consistency. By Maureen O’Connor The green carpet is gone. Dark wood shelves are no ...