As a new brand entering the Indian market, OnePlus is in urgent need of a mature SI design that is in line with the brand's tone and can quickly open stores in different channels in India.
OnePlus smartphones are positioned in the high-end market in India, and both their product and all external online channels consistently exhibit a minimalist genetic trait. Consequently, the design DNA for offline terminal stores also follows a minimalist style. Simultaneously, anything potentially offensive to consumers is downplayed, with the primary focus being to maximize consumer shopping comfort and freedom.
Thus, the spatial design incorporates large soft fabric ceilings, mirrors, and other materials to maximize the sense of extension in the space. The tabletops of the experiential counters, where consumers interact the most, feature a wood grain finish. This not only counteracts the starkness of the minimalist space visually but also enhances consumer comfort during the experience.
