Empowered by the concept of “new space”, POHE Design has created a new delivery experience for NIO Delivery Center by infusing emotional and spiritual attributes into functional spaces following a thorough examination of every single point of interaction among users, cars, and the brand. The fluid space intertwines poetic scenes and cultivates special emotional connections between individuals and their cars. This results in a truly unique and memorable life experience for each user, complete with a range of emotions such as anticipation, ceremony, and commemoration that come along with the emotional ups and downs.
NIO Delivery Center, currently the largest delivery experience center in Hunan, is situated in the Meixi New World of Changsha. Covering a total indoor area of 2,500m2, the center includes a reception hall, exhibition hall, customer lounge area, delivery transition area, delivery workstation area, office space, and other functional areas.
In order to steer clear of formal uniformity and visual distractions from the surrounding environment, POHE Design has given the NIO Delivery Center a distinct and innovative street-facing facade using a more transparent and minimalist design approach.
#01
Establishing Emotional Connections
POHE Design has skillfully blended the ultimate and pure expression of modern space into the exterior facade and interior space design of the NIO Delivery Center, while staying true to NIO’s established visual system.
The entrance lobby sets the tone for the entire delivery experience center, projecting a brand image that is inclusive, open, and high-end. The soft light logo on the feature wall creates an instant visual connection between the brand and its customers.
The transparent facade material reflects the light and beckons visitors into the customer lounge area, guiding the movement flow within the space and conveying the gradual progression of the emotional experience.
The size and the seat ratio of the customer lounge area are carefully designed based on operational research and analysis. The open and flexible layout of tables and chairs fosters a relaxed atmosphere for conversation, while the wall showcases cultural creations that are co-created by the brand and its users.
#02
Interpreting Dramatic Scenes
As visitors make their way through the customer lounge area, a misty “box space” comes into view. The U-shaped glass creates a semi-transparent visual effect that goes beyond the usual material options for such a project, evoking a dreamy sense of mystery and longing. This, along with a sense of anticipation and an interactive atmosphere for delivery, fully conveys the emotional experience the space aims to create.
An important detail to mention is that the U-shaped glass is a critical element for guiding emotional shifts in the design. The design team conducted multiple rounds of comparison and prototyping to combine its module and arrangement, and embedded linear lighting to break the visual monotony of the original glass partition form. The installation was carried out with great care, adhering to the predetermined installation method established during the earlier design phase.
Here, a layer of glass embodies the avant-garde and theatricality of a modern theater. The spatial order and emotional experience unfold gradually, with each stage building upon the last, evoking users’ memories of their interactions with the brand and ultimately culminating in the peak experience of delivery.
#03
Rebuilding Intimate Relationships
From the initial acquaintance and familiarity with a car and brand to the ultimate decision to make a purchase, it involves a profound interaction among individuals, car, and brand. This process is reminiscent of how we establish intimate relationships in our daily lives. The act of handing over the key represents the establishment of a commitment and fate. It signifies a crucial moment of ownership transfer, imbued with a unique sense of ceremony and commemorative significance. This important core experience serves as a guide for the design strategy of the new delivery center and continues to influence the design concept of other spaces.
As visitors pass through the misty U-shaped glass entrance, they step into the key delivery area. A dynamic screen hangs like a scroll in front of the end feature wall, recounting the story of users getting to know and familiarize themselves with NIO. The intelligent delivery system and NIO’s product gene of smart electric cars are perfectly integrated and intelligently expressed here.
As the screen gradually dims, the spotlight shines on the podium, drawing the user’s gaze to the gift box containing the key. A dedicated consultant then presents flowers and gifts to commemorate and capture this unforgettable moment.This “sacred moment” masterfully combines visual, auditory, tactile, olfactory, and psychological emotional fluctuations, culminating in the peak of anticipation for users before they lay eyes on their beloved cars.
#04
Triggering Emotional Resonance
As users walk through the LIFESTYLE exhibition area, they catch a glimpse of their beloved car’s silhouette, exterior contour, and color, triggering yet another emotional resonance in their hearts.
POHE Design has meticulously crafted the spatial function and emotional tone of the entire car delivery process based on the storyline and crucial time nodes. The spatial flow evolves continuously, intimately mirroring users’ emotional fluctuations, while behavior and psychology harmoniously create a symphony in the space. It is a romantic encounter that the design agency and brand have meticulously crafted.
