HAIKOU, CHINA — Dubbed the largest single duty-free shop in the world, the new shopping complex’s visual identity and stunning setting are the culmination of the ongoing partnership between WPP creative agency Design Bridge and Partners and China Duty Free (cdf). The refreshed brand design presents a “one stop duty-free leisure destination” that continues to build upon the brand’s distinctive dreamlike presence.
Situated on the west coast of Haikou City in Hainan, cdf Haikou International Duty Free City Shopping Complex spans an enormous 280,000 sqm comprised of numerous world-famous luxury brands, delighting consumers with tax-free shopping and dining experiences and unparalleled online/offline luxury membership services.
The key visuals behind cdf Haikou’s grand opening were inspired by Peter Pan’s Neverland, merging seamlessly with the duty-free zones that highlight the natural and marine elements of Haikou and focusing on a content-driven retail experience, telling the story through visual design.
Design Bridge and Partner’s overall concept was developed based on the insight that Chinese consumers now expect more from the shopping/purchasing experience than simply browsing. They need a complex experience that inspires, leading to the core idea of the “Ultimate dream island.”
The cdf Haikou retail shopping experience mimics a living island floating between heaven and the ocean, connecting the present and the future, reality, and imagination. From the depth of the ocean, up to the clouds, the audience can wander through the “Ultimate Dream Island” and escape to another world.
The virtual world was designed to be able to change to generate unique scenes that integrate with brand stories, creating endless journeys and stories.
“This project is a perfect example of revolutionary design and how our teams create experiences based on consumer insight and brand ethos. Design becomes the heart of the story with the power and ability to connect touchpoints,” said Nikki Lin, MD Design Bridge and Partners China.
“We are now working closely together with China Duty Free on a few projects, including the rebranding of CDF group and the membership branding, which will continuously enhance our long-term partnership,” Nikki said.
CREDITS
Ray Lan, Executive Creative Director
Fu Le, Design Director
Aaron Zhang, Senior Designer
Jessica Tan, Digital Creative Director
Halley Guo, Strategist
Aimee Liu, Managing Client Director
Iris Qi, Client Director
Ceres Gu, Senior Client Executive
