Xiaomi and arteficegroup for the launch of the Xiaomi 14 Series.
Xiaomi's project aims to promote the launch of the new Xiaomi 14 and Xiaomi 14 Ultra smartphone range by setting up an experience corner in the two main flagship stores in Italy, located at MediaWorld on Viale Certosa in Milan and at Porta di Roma in the capital.
The concept of an experience corner stems from the expertise of arteficegroup and Esproworkr, the group's factory, to bring the culture of branding into the point of sale, creating an immersive and complete brand experience. This involves transforming creative ideas and designs into unique and engaging environments, focusing on the customers’ experience by integrating 3D design, digital technologies, in-house production, and logistic management.
The new Xiaomi 14 Series smartphones offer unique products with professional photography features, born from collaboration and engineering refinement with Leica, a leader in the photography industry, turning smartphones into true "professional cameras in your hands".
The design of the brand activation for the launch required in-depth analysis and data collection through store checks of the relevant locations, analyzing competitors and all information necessary for the corner's study. The new corner is the result of a carefully studied combination of the two brands, integrating and composing them: Leica's component technology, Xiaomi's elegance and communication style, along with the cleanliness and simplicity of the Xiaomi Home environment, which inspired the work approach.
The production of the experience corner involved the installation of a single area consisting of two distinct interactive areas.
The Xiaomi Photo Studio LAB is the area for photographic interaction, serving as the center of the experience, allowing customers to test the new camera in an immersive photo set. With promoter support, consumers can discover all the unique features of this range of smartphones, from portrait mode capabilities to macro mode. The area also includes a special installation representing Leica's exploded lens technology, visible both internally and externally, ensuring maximum user engagement.
Masterclass is the Leica Xiaomi atelier, a spacious open exhibition space dedicated to showcasing exclusive shots taken solely with Xiaomi smartphones. Here, customers can explore all the features and capabilities of the products and choose their preferred model. This corner area also offers the opportunity to participate in Masterclasses conducted by professional Leica photographers, where trade secrets will be shared, and users will have the chance to create their own masterpiece shots.
arteficegroup integrates Retail Design, design, and production to create a unique phygital experience, enhancing brand interaction with people. Because every project is a place where the brand comes to life.
