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.