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Huawei | 2020 | Telco & Technology | Design, Procure & Build
Greater Group in partnership with Huawei Australia unveiled the second collaborative project together, Huawei Experience Store in World Square Shopping Centre Sydney. Providing services for Design, Procurement and Build, Greater Group was brought on to refresh the existing store and deliver a more meaningful and impactful brand experience for customers. Joinery was built in The Lab, our own state-of-the art joinery manufacturing plant in Tullamarine, Melbourne.
The brief for both projects was to create and execute a fresh and innovative design for the existing stores, facilitating an engaging and striking customer journey that would enhance shoppers’ experience of the brand. Huawei sought a place where consumers can have fun, learn, share and directly engage in a vast range of leading tech products.
The renewed experience store is designed upon the premise of several experiential zones that encourage consumers’ discovery and engagement with the brand’s wide range of products, from mobile phones to wearables like smartwatches and fitness trackers. The store boasts a stylish and minimalist design that perfectly blends luxury with a down-to-earth feel to frame the brand’s range of premium smartphones, computers and wearable technology.
An intelligent wayfinding strategy was implemented to guide customers through the store, introducing them to different categories of Huawei’s high-end products, from mobile tech and audiovisual to photography and accessories. The subtle but sleek use of backlighting in the signage and product presentation aids in wayfinding and product recognition. This experiential model encourages direct engagement between consumers and the brand to strengthen interest in its products, increase sales and cement long-term loyalty.
Founded in 1987, Huawei is a leading global provider of ICT infrastructure and smart devices. Headquartered in Shenzhen, Guangdong, the company’s products and services have been distributed to over 170 countries worldwide. In 2018, Huawei overtook Apple as the second-largest manufacturer of smartphones in the world behind Samsung. At the end of 2019, the company reported that its annual revenue had risen to 121.72 billion US dollars.