Xiaomi's entry into the European market has been well-received by consumers in Europe. Therefore, there is an urgent need for the offline stores to align with the characteristics of European consumers and convey Xiaomi's brand image as young, stylish, vibrant, and tech-savvy, in order to provide consumers with a pleasant and relaxed shopping experience.
The overall design theme for the entire concept is 'Urban Lifestyle.' Different functional zones are distinguished based on the frequency of consumer purchases and the consumer shopping journey. The entire space incorporates robust materials such as brushed metal, mirrors, transparent glass, to emphasize a sense of technology. The orange back wall reinforces the sense of distinct zones and subtly conveys the brand's color. Transparent glass is added outside the orange pillars, reducing the visual obstruction of the columns themselves while creating a brand visual center within the space. The icons for various product categories on the back wall at the cashier area, in the form of images, help consumers remember that Xiaomi is a multi-category brand that can provide a more convenient urban lifestyle.
