Tmall Home Store–Nanjing Kazimen

Centered on the theme of “future smart living” and rooted in Nanjing’s profound historical culture, this project cleverly marries contemporary advanced technology with traditional Eastern aesthetics. It aims to create an immersive space for home appliances—a venue that integrates retail, experience, and culture.

This project takes the “landscape scroll” as its creative motif, transforming the store into a dynamically unfolding landscape painting through the organic interplay of curved walls, arched ceilings, and a coordinated floor guidance system. This allows customers to experience the harmonious coexistence of technology, nature, and humanism as they encounter changing views with every step. At the same time, the project ingeniously translates Nanjing’s cultural symbols—the silhouette of Purple Mountain, the ripples of the Qinhuai River, the texture of the Nanjing Circumvallation, and the shape of plane tree leaves—into abstract forms using modern materials and media such as digital projections, perforated metal panels, and gradient glass with ink-wash effects. These elements are then subtly woven into the spatial details, seamlessly blending traditional cultural heritage with contemporary aesthetics.

To enhance brand recognition and nighttime appeal while upholding green business principles, the facade features an innovative “cat head” installation—a dynamic display system powered by a smart LED dot-matrix system. It boasts the following core advantages: In daytime mode, the installation presents static brand visuals (like the brand logo or core information), maintaining a clean and cohesive aesthetic; at night, the LED dot matrix is automatically activated, utilizing high-density matrix drive technology to overlay the static imagery with fluid dynamic content—ranging from the brand IP’s lively expressions to festive animations—significantly boosting nighttime interactivity and visual appeal. In addition, the system, compared to conventional full-screen LED solutions, requires only localized dot-matrix illumination, achieving a verified energy saving rate of 80% and reducing annual electricity costs by approximately 60–70%.