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NIO House: car manufacturer NIO launches a new type of concept

26
feb
2020
Céline Delacharlerie
Correspondante Innovation Retail Asie
2 minutes
NIO House is a new showroom concept that revolutionizes the traditional automotive sector by focusing on the customer experience. More than just a space dedicated to the presentation of the brand’s models, NIO House offers its consumers the opportunity to gather around the carmaker’s unique values and culture, but also to give them the opportunity to shape their own experiences on site.

The concept

NIO House is the new concept store of the Chinese car manufacturer NIO based in Shanghai. The company is specialized in the design and development of autonomous electric vehicles. Founded in 2014, it has grown rapidly and now employs 4,000 people.

Wishing to stand out from the usual patterns in the automotive sector, the company has launched a set of concept stores of a new kind: the NIO Houses. They aim to build and maintain a brand community. Indeed, the project serves to redefine what a premium service is for a car manufacturer. High-class and luxurious spaces, yet simple and discreet, NIO Houses make us feel like a second home and offer VIP access for NIO’s vehicle owners.

How are these different places organized?

In seven different spaces. On the ground floors is the Gallery, accessible to the general public, where the different models are exhibited. Upstairs is the VIP area or Club Zone where Lounge, Forum, Open Kitchen, Joy Camp and Labs are located. While one member of the community does his or her shopping, the rest of the family can enjoy coffee, read a book or have fun in the children’s play area as they wish.

NIO House thus aims to be a renowned brand of luxury vehicles, which not only offers high-performance models but also provides top-of-the-range services and excellent customer experience.

Why visit the store?

An elegant showroom

The Gallery is a high-end car showroom in which the different vehicles and products of the brand are presented. The design is pure but noble.

The Club and its work spaces

In addition to the showroom area, an NIO House includes six other areas spread over the second floor. Among them, are the Forum, a small area for discussions and presentations, and the Labs, which are work areas that NIO’s clients and members can book as meeting rooms.

 

Relaxation areas

Apart from the work areas, there are also areas dedicated to relaxation and meetings. An NIO House has a library (more than 1,000 books and magazines), a lounge and an open kitchen that serves as a cafeteria. Of note, each NIO House offers its own signature drink.

A VIP experience redefined even for the little ones

The Joy Camp is a space for children organized around a playground. The children can follow different workshops and space can even be rented for a birthday or a special occasion.

Céline Delacharlerie
Correspondante Innovation Retail Asie
Celine is the correspondent of the Echangeur in China. On the lookout for retail innovations, she identifies and analyzes the latest retail and consumer trends in Asia.
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