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Nespresso AOM of Moments Shanghai
In September 2024, WILD and Nespresso jointly completed a new design project for the IAPM boutique in Shanghai, bringing an unprecedented space experience to the brand. This design not only reshapes the boutique's window display area and independent experience area, but also fully demonstrates WILD's unique perspective on space innovation and brand building.
WILD's mission is to transform the Nespresso IAPM boutique into a versatile and flexible space that does not lose the brand's core values, but also provides an immersive customer experience. WILD deeply understands the innovative needs of Nespresso for design, so it adopts a new spatial layout and forward-looking design concept to create a unique environment for the brand.
In the face of space size and shape constraints, WILD chose a modular design to achieve maximum flexibility in space.
Through the introduction of modular laminate (MOBILE TRACK) and movable spotlights, the spatial layout can be adjusted instantly according to different functions and exhibition content. The entire space can be used not only as a retail venue, but also flexibly transformed into exhibition space, video viewing space and immersive private space. This modular design offers endless creative possibilities for future diverse applications.
In terms of brand expression, WILD has explored a variety of display forms, striving to convey the core information of the Nespresso brand vividly. By combining coffee with different artistic themes, WILD integrates art installations and exhibitions into space design to show the charm of coffee art in a diversified way. Customers can feel the in-depth presentation of the brand concept in every detail, while enjoying innovative content display and artistic spatial layout.
As part of this renewal, WILD also joined hands with First Youth Film Exhibition to present the theme activity of "Time Cinema" for Nespresso guests. A new chapter is launched every month, combining the charm of coffee and video art, attracting customers from all over the world to experience the store. Customers can not only enjoy a cup of coffee, but also watch short films and encounter resonant moments of life between light and shadow.
In the design process, WILD fully considers the scale of space, privacy, flexibility, attractiveness, external connection, function and form, light and vision and other factors. By combining these design elements, WILD ensures the visual beauty and functional practicality of the space, which not only enhances the Nespresso's brand image, but also provides greater flexibility and creative space for future exhibitions and events.
WILD and Nespresso work together to break the boundaries of traditional retail design and bring customers a new spatial experience that is different from the past. With the opening of new boutiques, more creative activities will continue to unfold in the future, creating more exciting interactive moments between brands and customers.
In the design project of Nespresso IAPM boutique, we broke the boundaries of traditional retail space through innovative spatial layout and modular design. This design reflects the response to the demand for multi-functional and flexible space in the context of China's urbanization, and also reflects my understanding and innovation of China's modern consumer culture-Chinese consumers are looking for more diversified experience space, especially In the commercial environment such as large shopping malls, traditional retail methods can no longer meet their needs.
WILD WILD Creative Office, founded in 2018, is a creative company specializing in creative design, content marketing and digital integrated solutions. Wu Ming, a cutting-edge artist, is a Chinese contemporary artist and designer. He was founded by WILD Creative Office and has a double degree in architecture from the famous South China University of Technology and Turin University of Technology. He is good at insight into the needs from the perspective of architecture and building brand experience with innovative design.
