The concept for TCL’s first offline retail store is based on an amusement park that blends energy and playfulness into a relaxing home environment. Expanding from TCL’s original method of online consumption, COO created an informative and inviting space that encourage customers to explore a range of products on display. Both online and offline purchasing is integrated into the design to improve efficiency and connect shopping experience across platforms.

The full modular floor, wall and ceiling system can easily be adapted to various layouts in different stores in the future. The multi‑functional structure can be easily adjusted according to the size of the space and placed in different directions. Modular furniture pieces are designed to be assembled quickly and efficiently while offering high‑levels of flexibility and variation. The layout is clean and simple, yet not appear to be rigid. Display cabinets are set at different heights to make it convenient for customers to compare products, while monochromic walls in the background help make the items stand out. Vibrant colours and a patchwork of different materials are applied across surrounding surfaces, adding a sense of creativity and life into the environment.

The ‘Fish-eye’ Café in the store features a contrast of wooden materials and neon green colours. Customers can wind down and take a moment to relax. The eye‑catching window seating encourages them to step in spontaneously. The products that TCL provides include smart home technologies and wearable devices, which can require one-on-one assistance for installation and customisation. At the end of the store, a specialist training and service area provides individual customer services.

From visual identity to the spatial design of the ‘KUYU’ concept store, COO translated the brand’s message — the connection between technology, people and family — into space with dominating element, such as diagonal lines, throughout the store.