Reimagine BMW as a playground.
Beijing Universal Studios Brand Flagship Store
Cannes Lions 2022 Entry | Dianping 4.6/5 | 10M+ Annual Visitors
Beijing Universal Studios Brand Flagship Store
Cannes Lions 2022 Entry | Dianping 4.6/5 | 10M+ Annual Visitors
Created China's first theme park immersive brand experience space for BMW — from naming and spatial positioning to the interactive BLIND BOX concept.
Role: Creative Director — Concept Design, Operational Strategy
Client: BMW China
Partner: BLACKBOW
Duration: 1 Year
Category: Brand Experience / Spatial Design
"Where BMW's Driving Joy Meets Play"
Cannes Lions 2022
Outdoor / Ambient & Experiential Entry
110,000+
First Year Visitors
Top 5
CityWalk Traffic Ranking
4.6/5
Dianping Rating
"How do you make a luxury car brand feel like a playground?"
BMW became the Official Automotive Partner of Universal Beijing Resort and needed to establish brand presence on CityWalk.
Key Challenges:
• How to integrate a luxury car brand into a theme park atmosphere?
• How to reach young families as a target audience?
• How to convey "JOY" brand philosophy without selling cars?
Luxury Car Brand + Theme Park Setting = ?
JOYCUBE = JOY (BMW Brand Spirit) + CUBE (Cubic Space)
BMW's first crossover lifestyle space combining brand experience, dining, entertainment, and trendy merchandise.
Creative Execution:
• Modular cube architecture
• Programmable LED dynamic facade
• BMW BLIND BOX interactive installation
• BAVA Bear IP character
• Seasonal theme transformations
"We didn't want to sell cars. We wanted to sell joy."
Analyzed Universal Studios visitor demographics, BMW brand positioning in China, and competitive theme park retail experiences worldwide.
Developed 5+ naming concepts. "JOYCUBE" emerged as the winning idea — merging BMW's "JOY" philosophy with the modular cube architecture.
Created interactive prototypes for the BLIND BOX experience. Tested LED facade animations with seasonal themes before final production.
Soft launch with Universal Beijing Resort opening. Collected visitor feedback and iterated on operational flow and merchandise mix.
"The best brand experiences become daily habits, not one-time wonders."
• Naming Strategy: JOYCUBE successfully merged brand spirit with spatial form
• Seasonal Content: LED facade theme changes maintained freshness
• Crossover Positioning: F&B + Retail + Experience increased dwell time
"For long-term operations, keep interaction design as simple as possible."
The blind box interaction created buzz during the opening but usage declined over time. Complex interactive formats attract attention but struggle to form user habits.
Next time: Prioritize "usable every day" over "amazing the first time"
Interested in working together?
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