New Honor Life store designed as immersive space for product experience
By Retail4Growth Bureau | July 29, 2022
A collaborative effort between Honor (the largest smartphone brand in China by sales volume) and Gensler, this new experiential retail format is designed to be a brand outreach location to highlight the lifestyle possibilities that Honor’s technology enables.
The newly opened Honor Life Store co-designed by Honor and Gensler on historic pedestrian street in Taiyuan, is positioned as the first of a new retail typology for the brand focused on an immersive and experiential product interaction. A collaborative effort between Honor (the largest smartphone brand in China by sales volume) and Gensler, this new experiential retail format is designed to be a brand outreach location to highlight the lifestyle possibilities that Honor’s technology enables.
The store design does full justice to the historic architecture of Bell Tower Street. As Gensler informs, “Bright signage is combined with simple architectural lighting and simple windows that create a strong contrast to the bright, warm and minimal design language of the interior. This design language adds a sense of futurism and familiarity to the Honor experience.”
Gensler adds in it statement, “Every detail is designed with the idea of human touch in mind. From tables with minimal curves and warm table tops to hi-tech wall fixture systems with hidden power and data systems, every aspect of the store is carefully considered to grant a feeling of integrated futurism. This integrated futurism is even sensed in the overall program of the Honor Life Store. ”
The store’s experiential narrative focuses on the tactile and physical testing of products. For example, fitness products are displayed in a miniature “gym” space, allowing customers to simultaneously evaluate smart fitness watches, running headphones, intelligent treadmills, and then cool down with IoT air fans and massage devices. In addition to a fitness space there are similar experience possibilities in a home multimedia scene and a smart office-inspired zone.
Not only is the store smart in design and functionality, it is designed with efficient and modern operations in mind. Seamless connections between online and offline sales are the pride of this store. Devices and goods ordered online can be picked up immediately in the store. Equally speedy is the scheduling process for repair and replacement services. Enhancing both these are the ease of use in accessing one-on-one tutorials on the use of Honor devices.
“Gensler’s collaboration with Honor on this new Life Store format invigorates the retail experience for the brand, and serves as a preview of what Honor’s future flagship experience would entice, ” said Richard Chang, Project Director and Retail practice area leader for Gensler Greater China.