Wedgwood has unveiled a bold new retail experience with a pilot store at The MixC Luohu mall in Southern China.
The new brand store was designed in collaboration with UK-based-studio Checkland Kindleysides, who use their expertise to bring people and brands together, anywhere and everywhere. The brief given to them was to launch Wedgwood’s new brand direction which is centred on their new proposition ‘celebrating eclectic originals’ within a physical working space in China.
Paivi Svens, Vice President – Wedgwood said: “I’m very excited to see the new brand experience come alive in Shenzhen. China is our key growth market and we are aiming for double digit growth over the next three years, so we will be looking closely at the new stores to learn along the way. We hope that our new stores and tea rooms will encourage conversations and inspire people to focus more on their own homes and become confident expressing their own personal style.”
Joe Evans, Creative Director, Checkland Kindleysides said: “It’s a designer’s dream to work with Wedgwood, a brand with such an inspirational pedigree of craft and innovation. We loved re-imagining this retail experience dedicated to new style-savvy audiences around the globe. The Tea Room Experience in Shenzhen is the first opportunity for consumers to indulge in a new era of self-expression, whilst relaxing with a cup of tea.”
