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Shanghai-based interior designers and architects Coordination Asia have completed a new breed of telecom stores named AER for AISIDI, one of China’s leading resellers of mobile and digital products and services. AER is a retail brand that offers customized mobile services in a playful, cool and customer-focused environment. The architects took on branding as well as VI and store design for AER. The first AER store has now opened in Shenzhen and new stores are planned to open China-wide soon.

Inspired by the growing importance of mobile Internet use in daily life in China, the firm created an out-of-the-box brand that turns the act of purchasing a mobile product into an active and fun experience. AER is based on a great understanding of mobile lifestyle, in which mobile devices keep you connected, entertained and updated through a variety of online and offline apps. The store layout of the commercial property has been designed as an interactive environment that caters to the needs of different target-customers: Trendy, Lifestyle and Tech Savvy. Products are thematically presented in combination with related accessories, apps and carriers on custom-made presentation tables with ‘serving trays’. Following a black runway from the entrance, customers find the App Bar where they can try out mobile apps on a large interactive screen. Painted pegboards are used to cover the walls of the store. This allows display shelves to be hung freely within the whole space and to be changed location at all times. The whole interior is flexible, so that changes in layout can be made quick and easily. The interior designers have created a concept that fits perfectly for the needs of mobile-minded customers, who are used-to ‘click and play’ and never want to be bored. The ever-changing store concept of AER will keep customers coming back, providing them with an exciting and new experience every time.