vivo Lab - An Industry First Concept Store Experience by Imagination China
Today marks the official opening of the first photography-oriented concept store to be launched by a phone manufacturer. vivo Lab is a new immersive store experience showcasing innovative technology to commemorate the art of photography, based in Shenzhen, China. Chinese smartphone giant vivo boasts over 200 million users making it one of the world’s largest smartphone brands.
Work with vivo began in late 2017 to develop a landmark flagship space to demonstrate the brand’s creative and technological strengths. Imagination was appointed by vivo to conceptualise, design and develop the experience-focused vivo Lab.
vivo Lab embodies a new representation of next generation multi-use spaces, offering visitors more than just product stories. Tapping into deeper, heightened levels of communication the new concept experience epitomises the next innovation of storytelling. Taking the art of photography as a central idea, we combined vivo’s expertise in smartphone camera technology to initiate a meaningful brand engagement for visitors. Our uniquely personal journey of light and colour is told over ten signature touch points that extend beyond the physical spaces in a highly interactive and seamlessly connected experience. With zones including Your Aura, Take Me Back and an audio touchpoint named Feel the Sound, each interaction empowers every visitor to see something unique, find a new perspective, and craft their own statement using photography.
John Steere, Managing Director, Imagination China, commented: “China is leading the way when it comes to multi-purpose spaces that blend brand immersion, product engagement and sales. So we are truly excited to be able to showcase the power of experience to transform customer engagement through our work with vivo."
Sam McMorran, Group Creative Director, Imagination China, added: “The extraordinary retail experience allows every visitor to understand the way that colour, light and time intertwine with their own perspective to create unique images. The store will create a deeper connection between visitors and the vivo brand, using the power of experience to turn users into brand advocates.”
vivo’s new flagship is expected to generate an impressive 2,184,400 unique experiences each year*.