Mi Store Opening
Xiaomi opens their first UK flagship Mi store in Westfield London. Causing a stir throughout the tech-marketing by generating the biggest queue ever recorded by Westfields at their opening.
Chinese technology brand Xiaomi, valued at $54 billion at its floatation last year, has launched its first ever UK flagship store designed by Beyond. Located centrally in the new extension of Westfield London, the customer-facing Mi brand store is set to shake up traditional technology stores in the UK – including Apple.
So, what sets this brand apart from much loved Apple, Samsung and other phone brands? The answer (apart from the incredibly low prices) is that this ‘smart tech’ business is selling much more than just phones. The ‘Mi’ brand prides itself on ‘Making quality technology accessible to everyone’ and that includes products that every smart home should have such as smart kettles, smart toothbrushes, smart scales, their version of the Fitbit and their best seller – the electric scooter.
Beyond worked with Mytech Retail, the Spanish and UK franchise to design and deliver the store within a record 10 weeks. Beyond’s design and architectural teams produced full construction and planning drawings, managed the Westfield approval process, and liaised with CAPS Group during the build on site.
A striking store concept was developed, making the most of the 2000 sq ft unit and dramatic double height store-front. A ‘Motherboard’ was designed incorporating the Mi logo, to bring to life the values of the brand, representing the intelligence and technology that runs through every Xiaomi product.
The opening day in November 2018 saw Westfield’s biggest ever queue of excited customers and dedicated “Mi fans” eagerly awaiting the opening of the long awaiting UK flagship.
Mytech Retail hopes to continue the roll-out of Mi stores throughout UK shopping centres in 2019.