Midea is a Chinese brand with a focus on small and large appliances for the home. In this 715 square-metre showroom, Midea wanted to convey a message of being on the cusp of the next generation of kitchen design, as expressed in the concept of “Look into the Future”. Visitors to the showroom would consist of overseas merchandisers, local professionals, CEOs, senior corporate managers, and internal Midea staff – all being highly knowledgeable and discerning individuals who want to keep abreast of the latest developments in the industry.
The pioneering spirit of Midea was reinforced with a strong visual identity using white panels contrasting against a glossy black floor. Midea’s corporate blue appears in various backdrops, signage and oversized posters around the space, while details such as curved corners add a clean, forward-looking touch to the overall aesthetic. Generous spaces around each display allow visitors to inspect each product easily and intuitively, while a lounge area with deep armchairs awaits guests who wish to sit and discuss their thoughts in comfort.
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