vivo Lab, the first global concept store of vivo, was launched in Shekou Seaworld in Shenzhen. vivo Lab broke the boundaries of traditional retailing to upgrade consumers’ brand recognition from graphic to space of which is an immersive destination full of audiovisual entertainment interactions.
SenseTeam Ganguan·Shanheshui is the content creation team for concept store communication and publication, providing all-round services including creative concept, visual design, creative film, product design, communication promotion, art integration, etc. Sense Team delivers the brand belief of vivo multidimensionally by building the image of concept store and visualizing consumers’ experience in concept store.
SenseTeam made 3 commercials to share consumers with concept, installation and in-depth insight, thus create a comprehensive sensory experience for consumers in the context of new media. VINYLHOUS, a music studio, was invited to jointly create concept and experience commercials. The studio customized the background music for each commercial based on its tonality of pictures. The great audiovisual mixture brought richer emotions to commercials.
Concept commercial----Prometheus Conjecture
The legendary Prometheus not only brought fire to humanity, but also intelligence and skills. vivo Lab, as the first groundbreaking retail concept store created by a mobile phone brand in China, kindled a "fire" of new lifestyle as well. vivo proactively participated in experience content design for urban public spaces with an aim to deliver its brand belief, to connect the unknown world via mobile phone and to encourage people going extra miles to explore the joy of life. SenseTeam deployed the philosophy of Prometheus in concept commercial to interpret concept in concept.
The perspective of “human” goes through the whole commercial by following the key routes of how human search for identity, namely, starting, thinking, breakthrough, motivation and future. The film absorbs elements from the appearance of vivo Lab architecture, including the load bearing columns, the oversized and special-shaped LED screen, the circular ceiling, the 360-degree transparent glass walls and the spacecraft ceiling, 3D modeling rendering and partial reconstruction of architecture. With all elements together, it constructs an atmosphere of outer space.
In terms of background music, the sound debugged with Moog 32 is used as the pad, and the rhythm comes from REAKTOR drum machine of Native Instruments. A lot of techno elements are used to create a sense of future, which leads the audience into a journey of self-exploration while their minds experience falling, changing and moving ahead in different scenarios. It is a design for viewers to begin their exploration in vivo Lab, also a showcase for the brand belief and constant innovations of vivo.
Experience commercial Hello is the first hello said by vivo Lab to the future world. In this commercial, 9 sets of digital creative interactive installations are presented in an interesting way vividly, which fully demonstrates the characteristics of vivo Lab, young, fun, extraordinary and interactive. It triggers curiosity and aspiration of the viewers.
The picture of scientific sense is consistent with the dominant tone of vivo. Along with the implanted interactive installation elements, the picture highlights interaction with the mascot via an artistic processing.It uses affinitive English words and bionic textures to create a multiple sensory experience and convey the fun of the immersive experience.
The background music strengthens the sense of fun. The drum machine REAKTOR of Native instruments and the timbre FX mixed by multiple plug-ins are used to match each dynamic and sound phase, which creates a rolling forward sound effect that is similar to the sound of marble landing. Like the animated pictures of the movie "Run Lola Run", the vivo commercial also indicated life is always moving towards 10,000 possibilities.
Interview commercial----Start your journey of exploration
This commercial presents in-depth interviews with vivo Lab designers from third party design firms, including theme planning designer from IDEO, the first-floor retailing space designers from Betwin Space and the second-floor interactive installation designers from Imagination.
The conversations range from strategy formulation, space aesthetics, creative concept, planning layout to immersive shopping. It multidimensionally elaborates the ideal of the concept store, also shows the explorations vivo had done in the field of new retailing and its brand vision.
There are derivatives from the main visual such as fold flyers and souvenirs, which is dedicated to traditional handicraft. Every single detail is artistically designed to convey the brand image.
The flyers are designed to have special-shaped fold, which would arouse the curiosity of viewers. The 3D architecture modeling note pad, surprisingly uses laser engraving, inspired by the art of paper sculpture with a history of thousands of years . In the future, the architectural model of vivo Lab will appear after Sheets of paper are torn off