The Chinese e-cigarette leader RELX invited anySCALE to a tender to refresh its existing store identity to be implemented on the over 10,000 brand’s stores allover the country. As a result of a convincing preliminary proposal anySCALE got appointed to develop a fresh and cool new design to be applied on stores different in size and location. In fact three are the typologies of stores involved in the redesign: The enclosed “U” store, the semi-open “L” store, and finally the Island stores to be implemented into open malls.
Inspired by the high technological yet warm vaping experience, a green to white gradient dominates the design and it’s applied on the wall modules. The gradient wall is interrupted by display areas, advertising displays and interactive monitors.
A central rounded counter welcome customer into the space; the same counter’s top offers a wide selection of pods’ flavors and latest collections.
The ceiling is dominated by the “power-button” of the same RELX’s VI whereas a system of loop lights runs on the 3 sides enhancing a high-tech and lab’s atmosphere.
The entire project is based on prefabricated modules useful to have an immediate and clean on-site installation. A Store Identity Book has been finally produced to be used as guideline for the refurbishment of all stores.
