SODA Architects believes that the commercial space in the future will be an intelligent terminal that people can enter and a brand-new integration of multimedia technology and space functions. Entrusted by Nestle, SODA Architects has built the world's first concept store for Nescafe Dolce Gusto, which is a pioneering practice of this space design concept. In order to highlight the innovative, colorful and optimistic spirit of the brand, we regard the product itself the “capsules" as the most basic element of the space and invisibly integrate the interactive media technology. We have designed a unique multimedia " pixel gate" and " invisible screen" for Nestle. The 3-meter x 3-meter colorful " pixel gate" facing Huaihai Road is composed of 3,000 Dolce Gusto capsules, of which about 1,000 white capsules are filled with programmable LED light beads to present interesting dynamic images through programs. Inside the space, strips of " colored ribbons" composed of capsule boxes and translucent mirror walls are used as decorations. The " color ribbon" extends from one wall to the ceilling, and through the reflection of translucent mirror surface, the whole space is wrapped in the bright color of the capsule, thus enhancing the visual experience of the originally narrow space. When people approach the translucent mirror in the room, they will suddenly find the floating multimedia images on it. In fact, this is an " invisible" interactive display screen hidden behind the mirror, turning the mirror wall into a " giant screen" that can be touched. Mirror wall not only has the function of reflection, but also acts as a medium of communication, increasing the versatility of the wall and providing people with a brand-new space experience.

Dolce Gusto Concept Store combines traditional physical shopping experience with online consumption by using invisible screen wall, which can meet the sensory needs of consumers on different levels such as physical texture and taste, as well as the needs of modern consumers who are keen to refer to comments and share. The external pixel gate improves the relationship between commercial shops and the urban environment under the light effect. The shop facade is like a huge light effect device, creating different surprises for the people coming and going in different time periods. Even if the lighting effect is not obvious during the day, the visual effect produced by the pixel gate with thousands of capsules arranged and combined is full of interest.

After the completion of this work, the works were widely disseminated in domestic media and websites. BOB Magazine made a special SODA report on the cover of Dolce Gusto concept store. During Nestle's global CEO visit to the store, he also gave the store a high evaluation.

The capsule design maximizes the use of the brand's own elements. The brand's symbols and characteristics are fully displayed in the store, and the product itself is also recycled to a certain extent. The combination of online comments and offline experience may be the development trend of stores in the future. SODA Architects believes that the commercial space in the future will be an intelligent terminal that people can enter. With the development of technology, more rich online and offline experiences will be combined to enhance people's physical consumption experience.

Company: SODA Architects Lead Designer: Jiang.Yuan& Song.Chen Design Team: Chen.Fei, Liu.Panpan, Qiang.Zhiwen, Wang.Shan,Hao.Zhiyuan, Wang.Yuehua, Shi.Mingchunjian, Chen.Xinru Interactive New Media Copperation: Blackbow

Build a gate with capsules and hide the screen behind the wall.

half year

The aim is to make the store an intelligent terminal combining online and offline, which can be realized to a large extent with the help of Internet technology. The use of rich colors highlights the characteristics of brand rejuvenation.