China Mobile

Experience Centre for China Mobile

China Mobile is the juggernaut of mobile communication on the mainland and its brand is ubiquitous in the Chinese landscape. However, with rapid changes in technology, it was critical to go beyond brand power and create an immersive experience to educate and retain the attention of customers. We were given a 10,000 sq ft space to create a journey into the wonders of wireless technology.

 

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The challenge

China Mobile’s customer base is a cross-section of the Chinese population as a whole. From farmers to white-collar executives, our challenge was to explain how new and unfamiliar technologies could benefit their varied lifestyles.

Our Approach

We conceptualised the experience as a giant game-like journey, where visitors were immersed in 3 distinct thematic zones: entertainment, business and home. The design was engaging and the level of interaction layered, so that users could easily switch from browsing to a deeper exploration of the technology.

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While entering the centre, visitors are requested to register and select their personal virtual host. The host then guides their journey through the centre and introduces each zone’s main features to them. The journey spans the three distinct zones: entertainment, business and home.

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A language of layered circular shapes, which overlapped each other, represented the idea of wave reception and emission. The combination of layered materials and colours allowed the definition of rich exhibition spaces.

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To activate the digital displays, visitors swiped a smart card allowing them to experience the possibilities of mobile technologies. Visitors accumulated points for each display activated as an additional incentive. At the end of the journey, an automated distributor rewarded visitors with a gift proportionate to their involvement during their visit to the experience center.