Opened June 18 on a historic pedestrian street in Taiyuan, the Honor Life Store is the first of a new retail typology for the brand focused on 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 show-off the lifestyle possibilities that Honor’s technology enables.
The historic architecture of Bell Tower Street is delicately respected, only the faintest elements pronouncing the new Honor Life experience that is concealed inside. 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.
As soon as guests enter the store, a double height atrium space reveals the function of the whole story as a seamless and inviting retail experience. The intense technical and modern feeling of the space is softened with green plants integrated throughout the store.
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 technical processes that allow engineers to make repairs to Honor devices is on full display in the 360-degree glazed repair room; itself surrounded with seating that enables guests to gain a clear sense of trust of the Honor brand. A social gathering space on the first floor enable community talks on a variety of subjects, educating Honor fans and those that are Honor hesitant on the advantages of the Honor lifestyle.
“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.
Experiential elements of the story are focused 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.
The many different features of this next generation Honor Life Store all come together to raise the benchmark for consumer good retail stores in forming an integrated experiential retail experience. This store represents one of the proud first steps in Honor’s pursuit of becoming a global smartphone powerhouse.
Location：Shop 102/202, Taiyuan Pedestrian Street, Taiyuan District, Shanxi Province, China.
Designer：Co-designed by Honor and Gensler
Team members：Gensler、Richard Chang (Project Director)、Sam Wang (Senior Project Designer)、Michael Green (Interior Designer)、Jeremy Li (Visualizer)