Objectives

Borland is one of the very few gold jewelry brands masters traditional Chinese hand-made gold filigree craft.
Being a start-up brand, they expect the store design to be:

1.Integrate traditional Chinese elements into contemporary Chinese designing concept.

2.A unique design that stands out Borland’s 1st branding concept store from the other ordinary designs and hence to create strong memories for the consumers.

3.Highlight & emphasize Borland’s hand-made products & integrate filigree craft elements into the store design.

4.Divide the store into 4 specific sections: High-end customized section, Gold filigree craft jewelry section, Key products section and inlaid jewelry section.
 

How were the objectives met?

To meet the objectives, we came up the idea of simulating & creating a unique traditional landscape painting concept in the store design.

Lots of traditional landscape painting elements & symbols were integrated into the contemporary decoration materials & techniques.
Hand-made decor & unique details were design & used everywhere in the store to remind the customers that Borland products are one of the kind in the industry.

Marketing Performance:

1.Stands out from other high-end brands around & generate more crowds than others

2.Generate more sales which exceed Borland’s expectation in just 6 months.

3.Sales had increase 5% and 3% customers turned into VIP on a quarterly basis which consider a very good starting for a brand-new store

4.Proven that sales & ROI increased because of the branding & marketing design.

5.Borland is looking at opening more stores with the same design.