Haier Refrigerator Showroom

The project brief called for a new refrigerator retail concept for China’s biggest consumer electronics brand, Haier.

“Haier, as a brand, promotes curiosity through technology.”

The future Haier refrigerator store concept portrays a desirable smart lifestyle that is pure at its core. It aims to project a glimpse of the brand’s future to the consumers. The unconventional way of the refrigerator retail display will reel intrigue passersby as it sits amongst other refrigerator retail stores.

The store design includes several interaction zones ranging from immersive experiences through projections, to interactive displays. The central column serves as a visual anchor with its contrasting material, size, and unique structure; no matter where it is situated in the store. This allows certain flexibility for its placement to best cater to various store configurations. It also draws the attention of passersby and leads them into the column where the introduction to Haier’s refrigeration technology is showcased along with the featured products.

The project requires a design that can be implemented into a 16.5m x 7.5m store and a 12m x 6m store, along with a design guide for implementation.

Year: 2021

Location: Qingdao, China

Scope: Interior Design, Experience Design, Art Direction, User Interface

Project Team

Henning Reiseler | Project Manager

Benson Lee | Design Lead

Valentine Lindau | Freelance UI/UX Designer

*This project was completed at the time of employment at Studio F. A. Porsche, Copyright: Studio F. A. Porsche