OPPO, one of China’s leading cell phone brands and one of the world’s largest smart device manufacturers, has commissioned the architecture firm UNStudio to design the interior and new facade of its flagship store in Zhengjia Plaza, Tianhe District, Guangzhou, China.
Confirming its presence in the global market, OPPO is improving and strengthening its brand communication. After the Shanghai and Shenzhen stores, Guangzhou is the company’s new Chinese destination to communicate its renewed corporate identity. With this in mind, UNStudio is redesigning the interior and façade of 300 m2. Reflecting the company’s values through design is a hallmark of all OPPO stores, and when it comes to a technology brand, this aspect requires a specific approach. UNStudio gives architectural form to the IT aesthetic, in the facade, furniture and finishes. Guangzhou is a contemporary metropolis known for its avant-garde urban planning, such as its opera house designed by Zaha Hadid Architects. It is also a historic city. The architects took on the challenge of creating a showroom that respects the city’s past, combining the urban context with the brand’s values. The facade design provides the store with a bold and recognizable visual identity that shows a focus on traditional craftsmanship. It is constructed of extruded tubes resembling bamboo, a historic Guangzhou material used in construction and the garment industry. The sliced tube section is a 3D interpretation of OPPO’s initial, while the curvature of these elements gives the front a wavy appearance that echoes that of the logo, guiding visitors toward the entrance. Inside, this fluid movement continues in the articulation of the paths that lead them to the exhibition areas, where they can discover the products. The area is divided into two parts: Pulse, where the main phone is focused on merchandising, and Evolution, reserved for social and experiential activities. The aim of the architects is to create a kind of “urban park”, an inclusive place where the boundary between public and retail spaces blurs and where customers can have cognitive experiences.