Wanting to appeal to our inner geek, we created a tech-savvy concept store that feels like stepping into a video game. We all know that technology plays an important role in our ever-changing, fast-paced lives, so it’s becoming more crucial than ever to choose the right type of products. In the search for a different type of Chinese retail experience, we created ‘Kuyu’, a lifestyle concept store for TCL – a large multinational electronics company that provides both online and offline services.
The main idea for TCL’s first offline retail store is based on an energetic and playful amusement park atmosphere combined with a relaxed home environment. Expanding from their original method of online consumption, we created a fun and informative space that’s a little bit nerdy and welcomes people to come in and test out a range of appliances. Both online and offline purchasing is integrated into the design to help save time and connect the two business platforms.
The layout utilizes a full modular floor, wall and ceiling system that can easily be adapted to future retail stores. The multi-functional structure is then increased or decreased according to the size of the space and placed in different directions. Modular furniture pieces are quick and easy to assemble, while offering high-levels of flexibility and variation. The layout is clean and simple, without feeling too rigid. Display cabinets are set at different heights to make it convenient for consumers to compare products, while monochrome walls in the background help make the items stand out. Fun, poppy and vibrant colors and a patchwork of different materials are applied across surrounding surfaces, injecting a sense of creativity and life into the experience.
The TCL store also has the ‘Fish-eye’ cafe, which features a contrast of wooden materials and neon green colors. Visitors can wind down and take a moment to relax, with window seating to encourage them to stop in spontaneously. The products that TCL provides include smart home technologies and wearable devices, which can require one-on-one assistance for installation and customisation. There is a specialist training and service area to help customers with any queries that they might have.
Furthermore, the store’s visual identity is based on the connection between technology, people and family, while utilising diagonal stripes – a significant design element in the store’s interior.
TCL Telecommunication Equipment Co Ltd