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.

整体布局采用了模块式地面、墙面和天花板的系统，优点是能轻易的适应将来新店的需要。这种多功能的结构可根据空间的大小增减，并且可被放置于各种方位。模块式的家具便于组装，兼具高度的灵活性和多样性。商店布局简洁干净，但不显得单调。不同高度的陈列柜台方便顾客比较产品；单色调的墙面更能突显出产品。灵动的色彩和材料的拼凑组合给整个环境注入了创意感和生命力。

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.