Location: China 2020
Client: Deliplus
Type: Retail

Deli PLUS is a young office furniture brand, co-founded by China's Deli Group and Japan's PLUS group. Area-17 has been supporting the project from the very beginning and was therefore able to permeate this new concept with Italian design’s culture and principles. The tree first showrooms - Hangzhou, Suzhou and Guangzhou - have been thought and realized simultaneously to mark the launch of this design venture and to set off a strong brand identity.

 

The first flagship store is located in the Hangzhou High-tech Zone and spreads over 730 sqm. From the inside, it offers a breath-taking view on the surrounding landscape from the full-high glass façade. The simple and perfect shape of a circle from the brand’s visual identity enlivens the interiors: it generates a rhythm made of solids and voids that decorates the architectural surfaces, while also defining different areas. A powerful brand-recognition experience is therefore established to strengthen the connection between clients and the company.

The products’ display helps recognising the typology at first glance. The different lines of executive furniture are placed on podiums, while open office furniture is staged as if in a real work environment, fostering an intuitive browsing. Single pieces of furniture stand out from wide, boldly coloured backgrounds. Walking towards the exit, a private tea area introduces customers to a more intimate dimension.

Both the showroom in Suzhou and the one in Guangzhou acknowledge the design solutions applied in Hangzhou and establish a deep connection with the brand identity, adding to this first experience the plus of a high-visibility from the exteriors. The concept is meant to be to replicated with ease and effectiveness, in order to prepare for Deli PLUS' on-going fast and successful roll-out.

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