HONOR ALPHA Experience Store (Nanluoguxiang, Beijing)

Nanluoguxiang, a cultural landmark with over 700 years of history in Beijing, is home to HONOR’s first ALPHA experience store. As a global technology brand, HONOR chose this historic location not only to challenge the conventional paradigm of 3C retail spaces, but also to create a high-end urban space that integrates Beijing’s local culture, cutting-edge technologies, and warm experiences, with the goal of blending technology and culture.

The experience store is rooted in local culture. Both the exterior and interior design reflect the city’s character and meet users’ personalized needs. Externally, the building respects the historic character of the neighborhood, preserving blue bricks and grey tiles typical of the hutongs. Internally, the spatial narrative is reconstructed by merging the traditional sloped roof with modern lighting, with imperial red walls and glazed tiles echoing Beijing’s cultural heritage. This blend of modernity and tradition creates a welcoming, warm atmosphere, making the store naturally fit into the old hutongs.

As customers enter the store, they are immersed in a one-of-a-kind interactive tech experience, with ID, imaging, and AI as the core highlights. HONOR’s full product line is showcased in five key experience zones: HONOR AI, AI LIFE, AI IMAGE, AI ACCESSORIES, and AI HOME. The layout incorporates visual elements inspired by tanghulu, sugarcoated hawthorns, creating a playful dialogue between HONOR’s products and Beijing’s local culture.

Moving beyond a conventional retail space, the experience store positions itself as an urban cultural and technological IP. Rooted in Beijing’s local culture, the store integrates modern design and technologies to inject new commercial vitality into Nanluoguxiang. Its immersive scenes, displays, and experiences attract diverse audiences—including technology enthusiasts and domestic and international tourists—making it a benchmark project for the commercial revitalization of historic districts.