NIO is a global smart electric vehicle brand that not only focuses on providing high-performance automotive products, but also on creating NIO Houses worldwide to establish active user communities.
In 2018, the first Nio House in Shenzhen opened at Ping An Finance Center. As the brand grew, this iconic NIO House, which held numerous memories for NIO owners, officially relocated to Shum Yip Upperhills in October 2022. NIO invited the MOC team to collaborate on this historic task. This project served as a reflection of past projects and new standards for future stores.
The showroom takes on the name “Gallery”, drawing inspiration from the pure and minimalist aesthetic impression of an art gallery. The designers utilize clean and impactful materials to highlight the product design philosophy. The uniform overhead lighting enhances the spatial ambiance of the showroom.
Within this expansive showroom, designed to accommodate all models, communal-style long benches are integrated to create an environment that encourages open and friendly communication and interaction.
A specific area facing the plaza is designated as the brand showcase. Apart from showcasing the latest products, it also serves as a platform for exhibiting art installations that encapsulate urban culture, thereby enriching the urban vibe of the plaza.
Separate meeting room within the showroom.
Upon entering the user area, the material transition of sand-colored rock tiles adds a gentle texture to the space.
With a symmetrical layout and an array of grid ceiling designs, a theatrical ambiance is created, exuding a sense of ceremony. Inspired by the metaphorical significance of theaters as dream-filled havens and embodiments of a vibrant urban spirit, the space embraces the city’s ethos of “embracing dreams, vitality’s gleam.”
Beneath the grid ceiling, an adaptable and open social space unfolds. Movable furniture adjustments cater to various usage scenarios, complemented by versatile lighting modes that perfectly match different scenario needs.
Notably, within NIO’s user community, an impressive assortment of exceptional photography, paintings and artwork flourishes. To cater to this remarkable collection, a purposefully crafted slot has been installed at a uniform height on the wall. Complemented by custom-made hanging accessories, the thoughtful arrangement transforms the entire space into a gallery-like setting, ideal for displaying larger-sized exhibits. (This concept, originally proposed by MOC, has been successfully implemented at the NIO House in Chengdu.)
Convenient wall slots and custom-made hanging accessories for easy installation and combination
On either side of the recreational area, there are different functional themed zones and rooms, including two rooms in distinct forms.
The setup of the multifunctional conference room exemplifies the dialectical relationship between enclosure and openness: during regular operations, the sliding doors are fully open, seamlessly integrating with the public area as the complementary social space. However, when hosting events or meetings, it can be closed off to become a separate space, ensuring no interference with other areas.
The other room functions as a private guest lounge，featuring a curved ceiling design that harmonizes with the furniture and creates a soft and enveloping atmosphere. (The concept of an independent room was initially introduced by MOC and successfully implemented at the NIO house in Changsha, now recognized as the “Chamber”.)
On the opposite side, there is a multifunctional boutique display area and a children’s play area named Joy Camp.
The check-in window and shoe changing spot are designed for operational management and hygiene in the children’s area.
In this project endeavor, the design team employs a contemporary and understated design language to embody the brand’s DNA of “purity, humanism, refinement and futurism,” while also paying tribute to the cultural spirit of the city. Through user-centric functional planning and meticulous attention to detail, NIO’s brand principles and life philosophy are effectively conveyed.
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