Designer Alessandro Luciani designed a new model for retail stores called the Huawei Experience Store. It’s vision oriented toward the involvement of emotions and the creation of new experiences. Luciani defined himself as the Designer of Human Experiences. His anthropocentric model of design inspires a focus on the creation of experiential spaces.

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A retail store with white flooring and glass tables with small items on display

Luciani creates spaces where people can feel good. While enjoying this pleasant state of wellbeing, customers can be surprised by their surroundings. As a result, it will then create new experiences. This was the idea behind the Huawei Experience Store in Milan. General contractor Grottini Retail Environments executed the vision to create a store that is not just based on product, but an immersive experience in the world of Huawei. Customers can try the latest products from the brand, customize smartphones, tablets and PCs while also listening to music and taking free training courses in the store.

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A retail store with light from cutouts on the ceiling and a wall of product display

Furthermore, the designer developed the concept of an “eco-sustainable store.” This is to push for customer experience over marketing goods front and center. Additionally, to do it in a way that is more sustainable for the planet as well.

To start, the designer evokes the feeling of respect man has towards the planet, and experiences of love and joy towards people. This is intended to foster feelings of love toward the planet. Meanwhile, it shortens the distance people often feel between themselves and technology. They hope to create a feeling of connection with technology and planet.

A view of the HUAWEI Experience Store

To do this, they used renewable and recyclable glass and wood materials. They can also be used more readily to create a warm and welcoming space, fostering a sense of wellbeing and relaxation.

Not only that, the Huawei Experience Store took into consideration the entire life cycle of the materials used. They used locally-sourced materials, such as wood, where possible. Composite materials were certified by the Forest Stewardship Council.

A view of a retail store that overlooks a city landscape through the large windows against the wall

“I imagined an eco-sustainable store full of natural vegetation also suitable for indoor environments thanks to the use of the well-tested vertical green walls, which are self-feeding with water and mineral salts and are designed according to the location and its specific characteristics, such as sun exposure, temperature difference, relative humidity, water hardness; all factors that contribute to determine the type and color of the vegetation,” Luciani said.

A box of chocolates with two sets of teacups

Moreover, LED lighting is used throughout to save energy. There is also a unique “energy floor” system that produces small amounts of electricity as customers walk on it. It will be visible on a display located on a column between the two entrance doors.

+ Alessandro Luciani

Photography by Richard Cadan