Jump In! We Take You on an E-motional Ride.

JIDU Showroom Shanghai

Shanghai / 2022

Jump In! We Take You on an E-motional Ride.

JIDU Showroom Shanghai

Shanghai / 2022


JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

JIDU is a joint venture between Chinese tech giant Baidu and car manufacturer Geely. In 2021, the company made history with the launch of its hyper-intelligent, AI-driven, autonomous ROBOCARs. We were commissioned to design the world’s first showroom for the brand to showcase all JIDU’s latest models. Our goal was to create an immersive portal that teleports visitors straight into the JIDU universe.

An Inspiring Journey of E-motions

The younger generation in China is fashion-conscious, tech-savvy, affluent and adventurous. For this target group, a car is not just a means of transport, but another cool tech gadget to own. The new JIDU showroom therefore not only offers information that you can read online, but takes you on a gripping journey of ‘E-motions’. Why ‘E-motion’? The capital E stands for empathy, engagement, experience and environment, which we have staged in a customer journey of precisely orchestrated emotions. Inspired by the incredible speed of development in the field of AI, our space is also in perpetual motion – with interactive features, regular events and art installations. In addition, visitors have the opportunity of creating their own unique journey through the exhibition space. Thereby instilling a sense of connection and belonging in potential customers.

An Interactive Portal Opens

The showroom consists of three areas on the first floor of a luxury shopping centre in Lujiazui Financial Centre, which can be accessed from the outside as well as through the shopping centre. A vibrant JIDU logo on the exterior façade arouses curiosity for the brand and draws visitors into the world of JIDU. The two entrances are connected by a tunnel that displays a large-scale multimedia installation. Moreover, the digital content and the lighting of the portal are constantly in motion, responding to the movements of visitors.

The journey into the future begins in the café, a cubic foyer with two openings that reveal a first glimpse of the different ROBOCAR models. Here, customers are welcomed by JIDU brand ambassadors with a refreshing drink before coming into contact with the cars for the first time. Inspired by the metallic finish of the ROBOCARs, the display area also has a metallic appearance. Against this background, the vehicle models are presented as approachable objects of desire. Visitors experience the tingle of encountering true pioneering technology for the first time – and arriving in the future.

The Future Is Soon

The event area offers a forum for events, film presentations and exchange. With square grids on the wall and ceiling and cube seating dotted about, we play on a pixel theme that evokes associations with computer games, technologies and AI. The journey continues in the studio area, where potential buyers can delve deeper into the world of JIDU. Car parts, colour samples and material variations are presented at an oversized table in characteristic JIDU purple. Future ROBOCAR owners can individualise their car here, which is projected live on a large screen before their eyes.

The journey ends in the VIP salon and in a one-to-one sales talk with a brand ambassador. It is only a matter of time before buyers can watch their ROBOCAR leave the garage here on a large screen, drive up to the showroom on autopilot and be ready to take them on their virgin drive.


JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

The digital content and the lighting of the portal are constantly in motion, responding to the movements of visitors.


JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

Car parts, colour samples and material variations are presented at an oversized table in characteristic JIDU purple.

JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects
JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects

JIDU Showroom Shanghai, Shanghai. A project by Ippolito Fleitz Group – Identity Architects
Client
  • Shanghai Jidu Automobile Co., Ltd.
Location
  • Shanghai
    陆家嘴中心 L+Mall, Pudong, Shanghai
Status
  • Completed (2022)
Categories
Photography
  • JIDU (谱时影像 PLUSX)
Team
  • Tiffany Chan 陈德莹
  • Halil Dogan
  • Peter Ippolito
  • Dora Latkoczy
  • Mavis Li 李璐禕
  • Wenso Yang 杨文硕
Partner
  • Adding Plume Lighting Design 上海添羽照明设计 (Lighting Design)
Copyright
  • Ippolito Fleitz Group