RETAIL DESIGN FOR HUMAN HORIZONS
Location China
Project Retail
Client Human Horizons
Year 2020-ongoing
In 2020, GRAFT was commissioned by the Chinese company Human Horizons to design the retail identity of their electric car brand HiPhi. The architecture reflects HiPhi's core brand values, which revolve around the dualities of East and West, future and present, and art and technology. The result is a unique and striking retail experience, ready for the future of mobility.
In every showroom, these contrasts are represented by two distinct zones. The first zone – ‘Solid Earth’ – is a bright, raw concrete landscape from which various human-focused touchpoints are carved out, like excavating hollows out of a monolithic rock. The second – ‘Cosmic Infinity’ – represents the unknown, mysterious depths of outer space. Dark, crystalline glass facades and media-enhanced dark surfaces create a seamless backdrop for the cars. Between the two is ‘the Horizon’, a sharp ribbon of light that slices through the showroom, guiding visitors towards the main entrance and the products. The customer journey follows specific themes that vary based on the showroom’s location.
In the first location, the Clubhouse in Shanghai, GRAFT created a narrative around discovery, which unfolds along a path that follows the horizon line. A Makerspace brings people together for experimentation and community, inviting customers to engage with the brand with all their senses. New materials, such as light-reactive concrete, reflect the innovative character of the brand. Just like the e-car HiPhi 1, the spatial design language is bold and sharp, yet elegant and human -focused in its details. This language is essential in establishing HiPhi as an iconic brand with a very distinct mission statement: taking the customer on a journey to new horizons.
Project Team
Architect GRAFT Gesellschaft von Architekten mbH I www.graftlab.com
Heidestraße 50, 10557 Berlin
Founding Partners: Lars Krückeberg, Wolfram Putz, Thomas Willemeit
Design Lead: Vincent Krause
Project Lead: Casey McSweeney
Project Team: Agata Filipowicz, Friedrich Atanasoaie, Bas Kahlert,
Sebastian Gernhardt, Vincent Krause, Zsolt Gondos
View Original