ALIENWARE

Case detail

ALIENWARE, a top quality brand that continues to sell the best-in-class gaming PC models under the Dell umbrella. While eSports became increasingly popular worldwide, the opening of their flagship store in China was decided, along with its brand logo renewal. Gramco was in charge of designing ALIENWARE's first store in Chengdu, as well as the flagship stores in Chongqing, Beijing, and Suzhou. For the ALIENWARE brand to be directly experienced, we aimed for laboratory-like stores; these included an 18-meter storefront that changes color depending on the season and event, a disassembled model of a PC floating in the air at the entrance, and a robot arm type TV monitor that automatically tracks visitors.