As part of a new strategy for China, Overlay helped Bose create stores showcasing their mobile products. These outlets have the goal to attract young people to discover the new fashion oriented products of Bose catalogue.
Following new international guidelines coming from the client, our team developed a more minimal and yet dynamic version of their new concept. The blue circle being used now as the main element of the design language, we added large floor-to-ceiling pictures of active youngster. The aim is to create a lifestyle-oriented environment that young generations can relate to.

As part of this design direction, a special digital native installation showcase real life text message light boxes. Inspired from a local street artist, they display a conversation between 2 friends to engage customers to try the new products.

Part of the job has also been to create a new set of illustrations. Taking inspiration from traditional blueprints, they explain the advanced technology embedded in the products.
The result of this in-depth collaboration of our Chinese design studio, local branch of Bose and American headquarter was a store brought out on the market in a record time of only 3 month. We then helped local team to rollout 7 stores Shanghai, setting the foundation for more than 80 stores to open the first year.