Beijing S. H. Innovation and Design Culture Development Co., Ltd. , China
Haier Group , China
Design Company :
Dongdao Creative Branding Group , China
The aim for the Haier Flagship Store (a Chinese multinational consumer electronics and home appliances company) was established as an innovative ‘experience business platform’. Most strikingly is its concept: ‘Clouds’. Consequently, we branded it ‘Cloud Street’, with the new experience presented in the form of visible collections of particles of clouds suspended in air. This echoes the company’s O2O (Online-to-Offline) business model. The clouds are divided into three layers: The lower layer clouds seem to rise and absorb (attraction), the middle ones seem to circulate (consumption), while the higher ones appear to be steady (consistency).