Lenovo Flagship Store: A Journey of Senses

Creating a Unique Destination for Customers

Lenovo considers the Flagship Store as a destination for its customers, a place where learning and sharing happens, a platform to test products, and a place where service is provided to bring value to its customers - not only as a place for buying and selling. The design intends to build a brand new image by combining Chinese traditional culture and the latest leading technology elements, as well as taking into consideration the surroundings and the special needs of visitors.

The Flagship Store spans two floors and covers a total area of 500 sq.m. It is a collaboration effort by the Lenovo Innovation Design Centre and the Design & UX team.

One of the challenges faced by Lenovo was the excessive variety of products, which made it difficult for both the store and customers to categorize. To help ease the confusion and make the in-store experience customer-friendly, products are now categorized by their value. Each product group is labeled with a phrase that clearly portrays its value to the customer. For example, laptops are labeled into four groups: Pioneer & Flagship, Performance, Convertible, and Everyday. Each phrase has a clear indication of the kind of laptop you'll find within that group.

The Lenovo Flagship Store aims at enhancing the brand image by providing the audience with a platform to connect, interact, and share through lifestyle, service, and experience created in-store. The design concept is conceived based on the mission to effect a transition from a computing device manufacturer to a leading brand among consumer electronics providers.

This Design was awarded the Silver A' Design Award in the A' Interior Space, Retail, and Exhibition Design category in 2014. The Silver A' Design Award is rewarded to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.