Xiaomi, the fast-growing Chinese technology brand, set out to establish a bold presence in the UK market with its first flagship retail store. The goal was to create a standout experience in Westfield London, within a tight 10-week time scale from concept, gaining design approval to implementation and completion of the store fit-out.
Concept strategy
Interior concept design
Store design
Store implementation
Retail design & project management
What we delivered
We designed and delivered a 2,000 sq ft flagship store that showcased Xiaomi’s innovation and brand ethos. Gaining Westfield design approval quickly, we developed a dramatic double-height storefront featuring the brand’s iconic orange Mi logo and a custom ‘Motherboard’ design motif. The concept emphasised simplicity, intelligence, and functionality, mirroring Xiaomi’s product philosophy.
Every element, from layout to material selection, was created to let the technology take centre stage, reflecting the key brand values by expressing the technology and intelligence incorporated within Xiaomi products.
Why it was game changing
The completed store made a powerful brand statement and firmly established Xiaomi in the UK retail landscape. The minimalist design, brand storytelling, and immersive environment elevated customer engagement and product interaction.
Positioned as a serious rival to Apple in its simplicity and single-minded design, the Westfield store became a benchmark for future global rollouts and a strong launchpad for Xiaomi’s UK expansion.
“Beyond successfully interpreted the Xiaomi brand and have created a suitably impressive and memorable first UK flagship store. Despite intense time pressure, the Beyond team worked tirelessly to pull together all the design and technical requirements that Westfield expect when entering one of their centres.”
Jeff Lee, Head of UK
