Leading technology manufacturer Huawei has opened the doors to its inaugural retail experience in Warsaw.

Entitled the ‘Huawei Experience Store,’ brand experience agency TRO is the creative brain behind the launch. The global experiential shop was appointed to design Huawei’s new generation of retail stores across Europe, following a competitive pitch process.

Awarded the business off the back of its creative approach to engage with shoppers, TRO’s commerce space designs are user-experience led. Commenting on the appointment, Ben Taylor Retail and Creative Technology Expert at TRO said: “We were really energised by Huawei’s holistic and integrated approach to create more than just a retail space, but a unique shopping experience. Despite the ever-increasing presence of e-tailors on social media, consumer shopping behaviours clearly demonstrate that bricks and mortar most certainly isn’t dead, and we’re delighted to be working collaboratively to capitalise on this new era of retail engagement.”

Mr Wang Yanmin, President of the CEE & Nordic Region, Huawei Consumer Business Group said: “The notion is simple: the future of retail is rooted in experience. So, as a brand, we wanted to create something bold in order to achieve standout – and fundamentally resonate with our target customers. We have designed the stores as lifestyle environments with respective regional nuances to ensure local cultural relevance.”

Commenting on his inspiration behind the store design, Tom Westrop, Design Director at TRO said: “One of the many USPs in Huawei’s smartphone range is the incredibly sophisticated camera capability – so we wanted to achieve an aspirational space that really celebrated it. Our design inspiration was born from the concept of framing – both metaphorically and physically – which embodies our audiences’ relentless quest to capture unique and inspiring content”.