Huawei Flagship Store

Studio X was appointed to produce a visionary retail experience upgrade to the Huawei flagship in Shenzhen.

The exercise involved us reviewing the existing merchandising and customer journey strategy that had been produced by the in house team, and then to develop a product story-telling driven narrative with multiple key experiential touchpoints and dramatic digital interventions to demonstrate the 'power of the product' from the photo-taking brilliance of the Huawei x Leica phone, to the market leading noise cancelling headphones.

The store design emphasises Huawei’s dual identity as both a technology pioneer and a lifestyle brand. By integrating bold architectural gestures with seamless digital layers, the space offers visitors a journey that shifts fluidly between product exploration, immersive demonstration, and brand storytelling.

Large-format interactive screens, flexible display zones, and smart lighting systems were introduced to reflect the pace of technological change, ensuring that the environment can adapt as Huawei’s product ecosystem evolves. This approach creates a sense of continuity between the physical and digital worlds, aligning with the brand’s commitment to innovation.

Studio X also developed customer flow and sightlines, choreographing the layout to create a sense of discovery while maintaining clarity of navigation. The result is a flagship store that feels both dynamic and welcoming, allowing Huawei to showcase its leadership in consumer technology while strengthening its global brand presence. The store demonstrates how retail can act as both a service hub and a cultural showcase, positioning Huawei as more than a technology provider.