One year after opening the first Huawei flagship in Paris, the mobile phone and accessories brand is continuing its European adventure and renewing its trust in the branding and design agency Lonsdale for its new flagship store in Berlin. This is part of the brand’s strategy to increase its presence in the BtoC market in Europe and create strong and recognizable codes by deploying the new concept imagined by the Lonsdale teams.
Establish identifiable brand codes while adapting locally to make this space a real place of experience and engagement. Located on the Breitscheidplatz, visitors can discover and try out a variety of smartphones, wearables, and IoT products in five thematic universes: “Smart Office”, “Fitness and Health”, “Entertainment”, “Smart Home” and “Simple Travel”. These serve to enhance the customer experience through interactive experiences within each category.
The agency’s Retail and Architecture teams embraced the Berlin style for the German flagship store. This translates into iconic design codes that serve as markers and are found from one site to another, like the reinterpreted “chandelier,” welcoming a dynamic loop designed by the agency especially for Berlin, in the extension of the blue stained-glass windows of the souvenir church, adjoining the shop. The symbol of the arches or the wooden materials bring softness to counterbalance more refined lines. This duality refers to the alliance between technology and art to which Huawei is very attached. Local anchoring is provided through the selection of furniture and lighting and specific material variants, here in a nod to the Bauhaus.