海尔是全球第一家推出“一站式智能家居解决方案”的公司。2019年在CES上推出的“U + 智慧生活平台”是其代表产品。Spacemen同Jaxda、Bokeh合作,在上海市中心为其打造了全球首家旗舰体验中心,通过场景体验交互展示产品创新和新技术Jaxda负责该项目的施工管理。Bokeh为其创造了身临其境的数字体验。

Haier, a pioneer in the home appliances industry, became the world’s first to introduce a series of complete one-stop smart home solutions including their U+ Smart Life Platform at the CES 2019. Spacemen collaborated with Jaxda and Bokeh to design Haier’s flagship experience centre in the heart of Shanghai City to showcase their latest technologies and innovations. Jaxda provided engineering, project management, and construction support while Bokeh created the immersive digital experience.


Situated on a busy shopping district flanked by furniture malls on both sides, the intent was to create a calm-ing user experience for visitors that allowed them fully engage with the brand, products and its services in a relaxed state of mind. The original fa?ade was stripped down and veiled with a layer of translucent polycar-bonate panels. During the day, the minimal white box emerges as a sharp contrast to the busy shopfronts of neighbouring stores plastered with posters and advertisements. In the night, the facade becomes a beacon of light emitting a soft white glow that draws the attention of pedestrians.


From a far an illuminated ring can be seen hovering in the middle of the lobby acting as a vortex drawing pedestrians within to continue their journey. The central gathering space features 10m high circular atrium and a sculptural spiral staircase, It is flanked by four columns wrapped with LED panels and projectors con-cealed within its circular white walls thus offering a 360° cinematic view of projections as visitors meander around the lobby or ascending to explore the upper retail floor. A pure material palette of white terrazzo, recon stone and polished grey mirror in the lobby space evokes a sleek avant-grade aesthetic that compli-ments the technological elements of the brand.


The experience centre is divided into 3 main areas; ‘The Smart Home’, ‘The Future’, and the ‘Product Experi-ence Zone’, with an array of other programmes inserted in between the main zones such as an office, staff training area, meeting rooms, breakout lounge and kids area.



In the ‘Smart Home’, Spacemen and Jaxda fitted the four core home living scenarios; living room, kitchen, bathroom, and bedroom, with Haier’s latest intelligent appliances that are either voice activated or connected to a passive activation device. These devices are all interconnected and intercommunicate which allows one word to control all smart devices. The home is also equipped with an air conditioner unit that can sense and determine the environment to adjust temperature accordingly.

隐藏的数字屏幕和投影仪紧密地集成到整个陈列室的墙板和橱柜中,只有在访客近在咫尺时才可以激活。这鼓励访客与“ 海尔智家云平台”进行交互,也能通过手机上的应用程序监视和控制的产品的实时信息。

Concealed digital screens and projectors are seamlessly integrated into the wall panels and cabinets of the entire showroom, coming alive only when visitors come within close proximity. This encourages visitors to interact with the ‘Haier Smart Home Cloud’ platform which allows access to real-time information about the products being monitored and controlled with an app on their phones.


A soft palette of natural oak timber, off white walls and terrazzo define the interior of the home. Strategically placed openings of greenery provide privacy between the living room and bedroom. While inserted zen gar-dens create framed views for the bathroom as well as a quiet moment to pause before visitors enter the smart home. The floor-to-ceiling window spanning the entire living room is integrated with a voice activated Haier lighting system programmed with the capability to replicate natural day light settings for any time of day through any of the four seasons with lush greenery filling the frosted glass faux window.


‘The Future’, is an immersive multi-media cinematic experience where real and virtual elements, spatial dramaturgy, and brand communications are perfectly choreographed spotlighting the latest and most iconic features of Haier Smart Home. Activated by movement, it allows visitors to connect and interact with the brand and be part of the exhibition.


The ‘Product Experience Zone’ displays consists of products from Haier as well as products from its premium kitchen brand, Casarte. A variety of network-enabled products that are expected to disrupt the market includ-ing the world’s first fibre-detecting washing machine, which can automatically identify the fabrics of the clothes and select the corresponding wash and dry cycles, as well as the world’s first intelligent multi-zone cooling and heating air conditioner featuring intelligent recognition and air zoning. Monitoring station also allows visitors to read live statistics and readings as the entire experience centre features Haier’s ecosystem for fresh air, water filter and hot water supply amongst many.


An interplay of architecture, nature and the latest in smart living technology, the Haier Smart Home Experience centre created by Spacemen and Jaxda, is a holistic brand experience that brings the brand promise to life by connecting Haier with the people.




Project name: Haier Smart Home Experience Centre

建筑师事务所:Spacemen& Jaxda

Architect’ Firm: Spacemen& Jaxda

主持建筑师:Edward Tan / Kelvin Ni

Lead Architects:Edward Tan / Kelvin Ni

设计团队:Hoiyee Lim, Raymond Tang, Ed Chan, Simon Liu, Kelvin Ni, Tommy Zhu, Yvonne Li

Team: Hoiyee Lim, Raymond Tang, Ed Chan, Simon Liu, Kelvin Ni, Tommy Zhu, Yvonne Li


Project location: 1108 ZhenBei Road, Putuo District, Shanghai, 200042 PRC.


Completion Year: 2019


Gross Built Area: 3500sqm

摄影版权:Chen Xuan, Min 闵晨轩, Tommy Zhu

Photo credits: Chen Xuan, Min 闵晨轩, Tommy Zhu


Engineering, Project management, & Construction: Jaxda

互动和数字媒体顾问:Bokeh Visual Digital Media Studio

Interactive & Digital Media Consultant: Bokeh Visual Digital Media Studio