China   |  2022

MUSE Design Awards Platinum Winner

ASUS Super Lab

Entrant Company

inDare Design Strategy Limited

Category

Interior Design

Client's Name

ASUS

Sub-Category

Retails, Shops Department Stores & Mall

ASUS has always adhered to the brand belief of "firm as a rock" and continues to innovate to create unique digital life experiences for users. In this background, we designed the flagship store for ASUS, using the stone as the main element to respond to the brand's strong beliefs. In the customer experience area, we wanted to create a comfortable space with product thinking to bring a better experience to our customers. In the product sales area, we designed a "space-time prism" with a semi-loop track as the product display, overturning the traditional retail store display rules and giving users a new visual experience, conveying ASUS' vision of the future. In the product experience area, we break the inherent perception of desktop usage scenarios and fit the theme of“firm as a rock”to bring users a future space immersion experience and deep communication with the product. In the product accessory area, we have designed a three-sided surround experience table, so that visitors can have a shocking experience no matter where they go. Users can feel both the strong core energy of the brand and the hard-core details of the product craftsmanship. In this project, we are constantly thinking about the possibilities of the future retail space for commercial notebooks. Based on insight and analysis of cutting-edge trends, brand analysis and consumer research, we conceive a new situation of future retail space.

Credits

CEO
Fengming Chen
Design Director
Xin Yang
Space Strategy
Jiahuan Ding
Space Strategy
Sheng Peng
Designer
Xian Chen
Designer
Jiamin Dai
Designer
Qi Yang
Designer
Yujie Chen
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