Responding to competition in the Chinese CEA market, suning the nations leading retailer has been closing more stores than opening.  Changing in customer behavior, government sponsored national coupon subsidy program and intense erosion from omni channel, all combine to create a new reality.

Realizing that business as usual is not a strategy, suning envisioned a new experience to the CEA and home offers, that would engage customers with new merchandise categories, supplemented assortments within existing categories and new customer service offers.  To attract and entice lingering, new food & beverage tenant spaces were integrated vertically to complement merchandise categories.

To complement a more up-market feel a completely new retail plan, interior architecture and graphic program was developed to complement the new suning plaza architecture of the Xinjiekou, Nanjing flagship renovation.

Building on our relationship with suning since 2008, rkd retail/iQ was responsible for the retail strategy and all creative expressions including brand + environmental graphic programs, retail planning + design and construction documentation.