Creating an engaging environment in MI Experience Centre

Primary objective of the new MI Experience Center was to change the company’s brand perception from ‘personal electronics’ to ‘smart home electronics. Then, came the secondary objective to differentiate brands MI, positioned as ‘premium lifestyle tech’ and RedMI, positioned as ‘young and affordable’, in the store presentation.

44

The Concept

The store design concept was based on creating an engaging environment that delivered ‘an experience of the future of smart living’. To enable this, the large product portfolio of the brand was organised into solution clusters.

The ‘CONNECT’ Zone

The ‘CONNECT’ zone featured all the phones, laptops and travel accessories. This was followed by the ‘IoT’ zone in the heart of the store that demonstrated this capability in a selected cluster of products.

The ‘SERVICE’ Zone

The ‘SERVICE’ Zone offerings an omnichannel station, coffee, a chat area and billing, was positioned as the fulcrum for the store in terms of experience to validate the store’s positioning.

The ‘ENTERTAIN’ Zone

The ‘ENTERTAIN’ zone followed featuring smart TVs in a living room inspired setting.

The ‘SMART ME’ Zone

The ‘ENTETTAIN’ Zone led to the ‘SMART ME’ zone that featured their range of smart luggage, personal accessories, apparel and footwear presented on stylized mannequins. The ‘SMART HOME’ zone positioned in the rear was designed to draw visitors into it to experience smart lighting, home appliances, air purifiers and work from home essentials.

Brand Identity

The distinction between MI and RedMI was done using colours in the visual merchandising and fixtures. Overall, the store palette was derived from its new brand identity and product portfolio, interpreting in the environment to create a futuristic lifestyle setting that delivered an enhanced experience for its new smart home electronics portfolio.


4Dimensions

Based out of Bengaluru, 4Dimensions (4D) is a multi-disciplinary design conceptualization, realisation & roll-out management firm. Backed by a team of 50+ domain professionals, 4D creates design solutions that translate into business for their clients. The firm deals in different dimensions for projects revolving around architecture, interior design, brand identity, graphic design, way-finding, visual merchandising, engineering, phygital design and project management. For more about 4Dimensions & their works, visit: https://www.4dimensions.co.in

(Photos & Text: 4D)