Alibaba \\ Tmall China Cool

OBJECTIVE Invite consumers into an immersive product showroom that blended classic Chinese heritage with innovative style to enhance brand recognition during New York Fashion Week. APPROACH Joining forces with Uniplan Shanghai, satis&fy elevated Alibaba’s subsidiary, TMall, to new heights inside the brand’s three-day SoHo pop-up retail activation. After stepping through the iconic Tmall entryway — a structural play on the letter ‘M’ in the brand’s name — guests experienced a fusion of technology and nature: glowing topographical layers of mountain ranges, transparent projection screens, product displays inspired by traditional Chinese design, and the soothing, simulated sound of birds. RESULTS Through striking branding and alluring exterior, Alibaba capitalized on the influx of traffic in SoHo during NYFW, introducing the major Chinese retailer to American consumers on the streets of New York on a grand scale.