established in 2000, eading group has grown to 300 stores operating in all 14 provinces of China with an annual turn over of 4 billion rmb.

operating own retail through the newly launched and repositioned easmart, and major brand partners like apple and Lenovo, the eading retail format was poised for a freshen up.

Eading is a new to the market one stop lifestyle format of active, travel, IT and technology service lifestyle format

rather than blend in with the countless retailers and brands of IT, eading group has evolved eading as a point of difference into a lifestyle category specialty store that also carries the latest selected IT.  3 worlds of merchandise touch, out and home were defined and assorted accordingly.

a simple, crisp and clean environment was fashioned to highlight the bold and contemporary graphic program using the signature eading red color while a format spokes animal was developed. Xiaoding animated presence has been given an important communication role and its participation keeps the environment fun and youthful.

rkd retail/iQ was responsible for the strategic brief, all retail planning & design, graphic communications and construction documentation and is currently rolling the program out to selected locations throughout china.