JD.com had several objectives for its Joy Space pop-up store campaign in Beijing and Shanghai shopping malls. As well as strengthening its ‘decorating a new life’ brand positioning, the campaign was to attract more offline business by creating an online-to-offline (O2O) shopping experience for household goods consumers.

The design and style of the stores was calculated to stimulate visitors’ senses and inspire them to make purchases. Accordingly, space was divided into living displays and shopping zones. In the former, a series of diorama product settings evoked various aspects of quality living in different areas of the home. A ‘Memphis’ style theme featuring contrasting block stitching and lines was used to define living, bedroom, kitchen and dining areas.


JD.com’s Joy Space Pop-up Store



What We Did

Concept Development & Strategy, Contract Negotiations, Design & Fabrication, Brand Extension, Operational Management

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