China – China Duty Free (cdf) Haikou has unveiled a new shopping centre in partnership with WPP’s Design Bridge and Partners. The ongoing collaboration can be seen in the development of its distinctive visual identity and fascinating environment. The brand’s dreamy presence will be retained while establishing a comprehensive ‘one-stop duty-free leisure destination’ with the updated brand design.
Design Bridge and Partners came up with a concept that goes beyond standard browsing after taking into account the changing expectations of Chinese consumers. The “Ultimate dream island” concept is employed to create a refined and energising shopping experience.
The cdf Haikou retail shopping experience fosters a link between reality and fantasy by mimicking a live island suspended between the skies and the sea. Visitors get a chance to explore the enchanted “Ultimate Dream Island,” travelling from the ocean’s depths to the ethereal skies and entering another dimension.
Moreover, the 280,000 square metre cdf Haikou International Duty Free City Shopping Complex lies on the west coast of Haikou City, Hainan. It provides people with a wide range of luxury products, tax-free dining and shopping experiences, as well as special online/offline premium membership services. The primary visuals for cdf Haikou’s grand launch integrate with the duty-free areas while evoking Peter Pan’s Neverland and emphasising the marine and natural aspects of the city.
Design Bridge and Partners came up with a concept that goes beyond standard browsing after taking into account the changing expectations of Chinese consumers. The “Ultimate dream island” concept is employed to create a refined and energising shopping experience.
The cdf Haikou retail shopping experience fosters a link between reality and fantasy by mimicking a live island suspended between the skies and the sea. Visitors get a chance to explore the enchanted “Ultimate Dream Island,” travelling from the ocean’s depths to the ethereal skies and entering another dimension. Moreover, the complex’s virtual setting is built to adapt and produce one-of-a-kind scenes that seamlessly merge with brand narratives, providing guests with limitless excursions and engrossing tales to explore.
Nikki Lin, managing director at Design Bridge and Partners China, said, “This project is a perfect example of revolutionary design and how our teams create experiences based on consumer insight and brand ethos. Design becomes the heart of the story with the power and ability to connect touchpoints,”
“We are now working closely together with China Duty Free on a few projects, including the rebranding of CDF group and the membership branding, which will continuously enhance our long term partnership,” he added.