DJI Retail Store / E Studio

Interior Designers: E Studio
Area: 500 m²
Year: 2021
Photographs: Tony Tan
Chief Designer: Junjian Fan, Xuanzhuo Zhou
Design Team: Chenxi Huang
City: Foshan
Country: China

The DJI Retail Store, designed by E Studio and located in OCT HARBOUR PLUS, Shunde, Foshan, redefines retail by integrating technology and modern design. The store features a clean polygonal structure and a glass curtain wall façade with DJI’s LED logo, blending into the landscape while preserving the site’s unique character. A soft film system on the soffit diffuses light, mimicking natural effects. The second floor’s open layout and double-height spaces enhance connectivity. The Workshop area is simple with flexible seating for sessions and workshops. E-Studio aims to advance retail design by combining technology, new materials, and interactive environments.

As retail spaces evolve, physical retail is no longer just a place for transactions. The innovative use of new technologies in commercial real estate meets growing consumer demands for higher product quality, personalization, and diversity, while also expanding the potential of these spaces.

DJI is a tech company dedicated to empowering creativity and innovation worldwide. Since its founding in 2006, DJI has made significant advancements in drones, handheld cameras, robotics, and education, becoming an industry leader in providing innovative products, solutions, and services to creators, and transforming the way people live.

E-Studio has collaborated closely with DJI over the past two years, focusing on designing retail spaces for tech with the goal of creating the ideal setting for next-generation retail experiences.

This project is situated in OCT HARBOUR PLUS, a prominent commercial center in Shunde, Foshan. The design aims to preserve the site’s unique character while incorporating contemporary elements. The building’s clean polygonal form responds to the rectilinear site, optimizing views and providing OCT HARBOUR with a distinct, futuristic identity. The façade features a glass curtain wall with DJI’s LED logo, and the minimalist design allows the building to blend seamlessly with its surroundings, becoming an integral part of the landscape.

The original building’s pitched roof posed a challenge in designing the irregular soffit, requiring a balance between function and aesthetics. In the digital age, superficial redecoration often proves ineffective and uninspired. Considering the store’s overall environment, the designers chose to implement a soft film system for sections of the soffit, incorporating folded lines to diffuse light through the film. This approach creates a uniform, translucent natural light effect, enhancing the space’s ambiance.

The second floor features a flexible, open layout with double-height spaces that enhance the connection between the levels, creating a sense of permeability throughout. The workshop area is designed with simplicity in mind, featuring rows of square wooden benches that serve as resting spots for customers and can be easily rearranged to accommodate sessions and workshops.

E-Studio plans to continue exploring retail space design, focusing on identifying key aspects such as the artistic integration of technology and new materials, fostering diverse social interactions, and creating open environments. Their goal is to advance retail design to a new level through these innovative approaches.