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Avatr Experience Centre

Office AIO

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A world within: overall view of the "Boulevard" and "Plaza" and dynamic placements of the display car in Shenzhen - Wen Studio
Looking into the experience centre through the typical glass facade of Joycity in Shanghai - Wen Studio
View of "Boulevard" and curbside-parking  under the membrane ceiling - Wen Studio
A world within: overall view of the "Boulevard" and "Plaza" and dynamic placements of the display car in Shenzhen - Wen Studio

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Single-Brand Store
5.79
6.48
5.89
5.13
5.82
Darren Xu
Darren Xu Founder and CEO at Spider Creative
I went the site. But the experience...
4.22
3.97
4.3
4.05
4.14
Ad de Hond
Ad de Hond Founder and Creative Director at ADH.design
5.81
6.15
5.94
5.7
5.9
Katie Kasabalis
Katie Kasabalis Cofounder at Kasawoo
7
7
7
5
6.5
Asha Sairam
Asha Sairam Principal at Studio Lotus
6.5
7.5
6
6
6.5
Simon Schmolling
Simon Schmolling Head of Architecture at Meiré und Meiré
Well organised layout, but I am mis...
6.07
7.51
5.69
5.49
6.19
Philip Staszewski
Philip Staszewski Partner Architect at Ivy Studio
Nice, elegant showroom. Aside from...
6
7
6.5
6
6.38
Mauro Brigham
Mauro Brigham Founder and Creative Director at ncbham
6
6
7
4.5
5.88
Daniel Kaven
Daniel Kaven Co-Founder at William Kaven Architecture
5.86
6.62
6.38
5.86
6.18
Mark Bithrey
Mark Bithrey Founder and Creative Director at B3 Designers
4
6
3
4
4.25
Andrew Martin
Andrew Martin Founder and Creative Director at AMD Interior Architecture
Looks impressive from a distance bu...
6
7
6
4
5.75
Zhongli Wang
Zhongli Wang Partner at Catanian
5
5
5
5
5
Catalina Soffia Baeza
Catalina Soffia Baeza Creative Director at Yáneken
5.38
6.41
4.76
4.86
5.35
Pengzhan Du
Pengzhan Du Chief Architect at Engineering Design Management Center of Bureau of public works of Shenzhen Municipality
5.5
6.5
6.3
5.5
5.95
Lindsay Roth
Lindsay Roth Design Director at Gensler
7
7.5
8
6
7.13
Steve Lastro
Steve Lastro CEO and Future of Living Advisor at Linq-X
6.5
7
6.5
5
6.25
Designer
Client
Avatr
Floor area
325 ㎡
Completion
2022
Social Media
Instagram
Finishes

A Chinese automobile manufacturer Avatr commissioned Office AIO to spearhead the development of its overall retail experience, establishing a distinctive brand identity that puts experience first. The design strategy aligns the young brand’s electric cars with a green future, and allows maximum planning efficiency — more than 100 retail locations were unveiled within one year, from large experience center to smaller pop ups at shopping malls.

The overarching vision Office AIO pictures is community-oriented. It engages people not with the process of buying a car, but with the outcome of owning an Avatr, to wonder, socialize and live. These retail centres will become destinations where car owners meet before road trips, anticipate the wilderness they are heading to, and celebrate the journeys accompanied by families and friends. 

To carry out the concept, the team recreate mini scenes where these automobiles actually live, on boulevards, along buildings, in parks and outside cafes. It situates vehicles in the context we are familiar with, rather than on a podium like a motionless treasure. This gesture promotes a progressive perspective on our future: an evolved naturalistic urbanism. It pares down the full-blown technological immersion of many sci-fi, iterates on the urban texture that history has pass down to us and rethinks nature’s offerings to our metropolitan habitats.

But it isn’t just about the look. The boulevards, also set hidden guidelines from which designer can methodically derive the entire spatial program for varying site conditions. Cars are parked here for display and as one of the first contact points. A mini plaza shaped by the street draws people in to dive into details and join Avatr community events.

The boulevards lays the foundation to fit remaining zones flexibly. A cafe-like area adjacent to the mini plaza allows staff to connect with customers while their companions relax. At the connections between the mini plaza and boulevard, people can interact with cabinets of curiosity, flipping and sliding out drawers where they find configuration options. 

Every Avatr experience consists of the same elements — a blend of city and nature. Curves and off-grid palette set a naturalistic undertone. Wooden canopy modules hover over the mini plaza, where wavy travertine walls and plants breathe a park vibe. Round corners and smooth floor lines soften the cars’ machinery essence.

Street-like tiles pave the boulevard. When there is a special loyalty event, the colour-changing LED on the path activate the drive and transform it into a festive spot. The soft lights reflected by the aluminium surfaces touch the space with crispy modernism.

This multi-layered strategy Office AIO implements not only sets Avatr apart with a focus on the community experience. It doesn’t put a car on a pedestal. It brings, Avatr the brand, to people with a tender imagination for the future and respectful attention to the diverse environments we live in.