RED STAR MACALLINE INTERNATIONAL HOME FURNITURE MALL
This is the story of the biggest furniture mall group in China in desperate need for novelty, as every person stepping into it only sigh in a long and desperate: “I hate it, but there’s nowhere else I can go” – True story.
As part of a Design competition, Overlay re-invented Macalline experience. Following questionnaires & interviews from over 80 peoples, consumer’s profiling, in-depth market foresights & competition analysis; we proposed a unique & opportune new positioning to the group nonexistent branding.
From it’s logo to the brand communication guidelines down to retail strategies, we unraveled a clear 7 step directions to re-position, convince & seduce their audience. The aim was to shift Macalline from a destination space to an impulse purchase entertainment destination for it’s customers. Events agenda along with Decoration Expertise Consultations as well as solutions to drive people up the floors while magnifying the retail offer in a relaxing & modern environment.
The whole solution was very reasonably budgeted & planned, and had clear action steps that could prove their efficacy within month of their installation.