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Alienware Taikoo Li Sanlitun Flagship Store Beijing

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Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Single-Brand Store
4.61
5.08
4.60
4.68
4.75
Joanna van der Linden
Joanna van der Linden Global Retail Identity & Design Manager at Nestlé Nespresso
Beautiful ultra modern loft, would...
2
5
5
2
3.5
Jasper Blüm
Jasper Blüm Senior Designer at Colliers
4
6
6
4
5
Johnny Chiu
Johnny Chiu Founder at J.C. Architecture
5
5
6
5
5.25
Anastasia Karandinou
Anastasia Karandinou Architect, Senior Lecturer at University of East London
Industrial buildings are always fas...
4
7
4
5
5
William Barrington-Binns
William Barrington-Binns Director of Photography at WBB & Co.
7
6
7
5
6.25
Jason Traves
Jason Traves Chief Creative Officer at Lucky Fox
6
6
7
6
6.25
Corien Pompe
Corien Pompe Chairman and Founder at Donna e Mobile
5
7
7
5
6
Bret Recor
Bret Recor Founder & Creative Director at Box Clever
4
6
6
6
5.5
Avşar Gurpinar
Avşar Gurpinar Assistant Professor at Istanbul Bilgi University
4
4
6
3
4.25
Chen Xiaohu
Chen Xiaohu Cofounder and Brand Director at BloomDesign
5
7
6
6
6
Han Wenqiang
Han Wenqiang Founder, Chief and Associate Professor at ARCHSTUDIO and School of Architecture Central Academy of Fine Arts
5
5
5
5
5
Richard Parr
Richard Parr Founder at Richard Parr Associates
5
7
6
2
5
Li Baolong
Li Baolong Cofounder and Creative Director at BloomDesign
6
7
6
6
6.25
Stefano Giussani
Stefano Giussani CEO at Lissoni New York
6
6
6
6
6
Designer
Client
DELL
Floor area
246 ㎡
Completion
2021
Designer
Junichi Eto

It’s the new-generation flagship store of Alienware in Sanlitun Business District, Beijing, China. Within Alienware brand message “DEFY BOUNDARIES”, first, we divided the 250-square-meter store into two spaces which have different properties and defined their respective functions. The front part uses gray and silver as its main tones to build up the feeling of technology and coolness and gives priority to product display function. On one of the walls, there is a city silhouette wall of Beijing’s landmark buildings which is made by more than 1000 pieces of discarded computer parts to strengthen the location attribute tag of the store. The back part is a space enclosed completely by red ceiling, red floor and red walls. Its main function is to provide more in-depth product experience and at the same time a communion place. Consumers can sit in the Gaming Pod, sinking in the enveloping seat while immersing themselves in the world of games. The big LED screen usually plays brand videos, while the movable chairs hidden under the LED screen can be pulled out during activities, turning this part of space into a lecture room, new product launch room or other communication places. Deeper into the store are areas for checkout service, resting and product DIY, etc. At the DIY area, customers get the chance to design their own mobile phone shells and mouse pads with the touch screen. There are finished DIY samples shown beside the touch screen. The wall at the resting area is decorated with a whale made of ocean plastic waste, because currently Alienware take recycled materials including ocean plastic as part of their packing materials, so we used such a whale to show the brand’s positive attitude towards environment protection. The front and the back parts of the store are divided into two spaces of completely different functions with clear color boundary, while the showcases on the wall and the ceiling lamps break this boundary. While wandering along the lines consumers cross from one space to another, which also reflects the brand’s attitude of always being ready to break boundaries and challenge new fields.