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Lenovo Flagship Store: Brand Design

Beijing, China

Chinese technology giant, Lenovo, marked a new chapter in its company’s history with the unveiling of its first B2C flagship retail location in Beijing. Gensler’s team worked closely with the Lenovo Innovation and Design Strategy team to develop a brick and mortar retail destination that would best capture the company’s wide range of product offerings through the incorporation of a strong graphics and wayfinding program. In addition to the physical design of the space, a complete branding and positioning design assessment was performed to help streamline the firm’s brand components and image. The space features a sleek, modern brand design visible from street view, as well as engaging displays and a clearly designed wayfinding system, providing an innovative and fully interactive experience for customers and staff.