MIDEA
Present
MIDEA Spatial Identity (SI) Rebranding Concept
SI Concept for National Flagship Shops rollout, PRC
Our team was invited to propose a reimagined Spatial Identity design concept for MIDEA, a Fortune 500 global leader in home appliances. Drawing inspiration from the company’s refreshed Visual Identity—defined by infinity, motion, innovation, clarity, transparency, and lightness—we crafted a spatial experience that embodies the same spirit.
Within an open-concept layout, we introduced individual glass pods as interactive installations, each highlighting a distinct MIDEA product category—from air-conditioning units and laundry appliances to compact household gadgets. These immersive, tactile experiences invite shoppers to engage directly with the products, bridging the gap between virtual and physical retail. At a time when China’s shopping culture is increasingly dominated by digital platforms, this design redefines how innovation and human connection coexist within a contemporary retail environment.
At the heart of the space—encircled by smaller glass pods—stands a semi-enclosed, deconstructed central pod housing the café and gallery kitchen. This sculptural centerpiece features two Carrara marble islands: a cubic island in the foreground with a refrigerated patisserie display, and a wraparound service counter serving freshly brewed coffee with MIDEA’s espresso and coffee-making appliances.
Behind it, a 15-foot-long Carrara marble island anchors the open gallery kitchen, framed by a half-height partition that serves as a sophisticated backdrop with integrated full-height refrigerators, floating shelves, and lower cabinetry. The composition transitions seamlessly into a live cooking area beyond, creating a fluid dialogue between form, function, and experience. Fully equipped with MIDEA’s suite of culinary appliances—from cooktops and ovens to range hoods—the café and kitchen together form an experiential hub that fosters collaboration with café chains, independent chefs, and culinary influencers alike.
This design proposal enabled our team to secure a partnership with MIDEA, outbidding 50 competitors, and earning a place among the few selected vendors on MIDEA’s collaboration roster.
