Various Associates

DJI Flagship Store

01
“Friendliness, Openness, Warmth”

DJI has opened its largest flagship store in the world at OCT Harbour on the shores of Shenzhen Bay. Three years ago, Various Associates was entrusted to renew the space to reflect DJI's unique sense in technology, commitment to quality, and meticulous research spirit.

The revamped flagship store covers an area of nearly 4,000 square meters, housed in an irregularly shaped standalone building with a newly designed interior. The four-story space has been replanned with a smooth customer flow to offer a seamless one-stop service experience, including sales, product experiences, after-sales support, and training for DJI's comprehensive product range. A notable feature of the store is the outdoor DJI Oasis, which seamlessly integrate with the building and will serve as a key venue for future drone flight performances and a creative space to meet the leisure and lifestyle needs of urban residents.

To highlight DJI’s leading and distinctive drone technology, the groundbreaking concept of DJI Oasis is introduced to the project. It blends a viewing platform into the interior to create an open, friendly, interactive outdoor test flight park. This unique outdoor space, alongside spacious and diverse interior space, creates a dynamic interactive retail experience that enables customers of all ages to embrace the charm of technology and DJI products.

The irregularly shaped architecture features an exterior composed of large glass curtain walls with various angled surfaces. As a result, sunlight can easily reach the interior of the building, but due to the prolonged heat of the local weather, the top floor area is also exposed to “sunlight” during the day. The interior space of the four floors was originally set up as a visitor center in the early days, and the indoor landscape staircase only leads to the outdoor viewing platform on the second floor, making it impossible for visitors to walk up and down the stairs, and the complete vertical movement of the tour can only be accomplished by two elevators. Additionally, the transportation hubs on the third and fourth floors, as well as the dedicated passage for the staff, were all located in the core tube area.

Therefore, the addition of vertical circulation within the space became necessary to open up the space on all floors. The implantation of new staircases allows the entire space to flow through, with each floor functioning clearly and experiencing independently, turning the entire tour into a true bottom-to-top experience.

02
The New“Skin”

"We hope to solve the problems of site mobility and sun exposure through a holistic program, and simplify the visual complexity of the interior walls and window sills, while retaining the original geometric aesthetics of the site architecture.

To achieve this, we considered the original outer skin of the building as a 'shell' and slightly set it back to form another layer of “architectural skin” in the interior. Additionally, we modified the shape and angle of this new “architectural skin” to meet light requirements, creating a distinctive and memorable feature in the space." Various Associates explained.

To create a controlled, soft light and pure spatial environment within the space, and to address the impact of intense sunlight exposure, the ceiling structure is designed to extend in an origami-like form, inspired by the site's geometric faceted structure.

The first floor serves as the DJI product display area, featuring customized floating display stands and a nearly 40-meter-long dynamic screen. Fixtures inspired by DJI drones’ propeller blades run through technical support, product experience, and product display areas. This design, in combination with redesigned "exploded views" of DJI’s signature products on the wall, creates a unique technological space that embodies DJI's brand essence.

The main display area features concise and clean lines, with small stone pieces on the floor adding a sense of the outdoors, while the everchanging sunlight fills the area with warmth and natural variations.

The pure contour lines, the choice of materials, and the design of the display stand are all generated to reflect DJI's own DNA, offering all visitors a sense of unique technological ritual and cultural charms of DJI.

03
DJI Oasis

"You can test your drone in the outdoor test flight area and may see the drone light show at night consisting of thousands of drones taking off, lifting off, lining up and then returning."

Beyond the main entrance, visitors can enter the store through the outdoor DJI Oasis. This area features gentle ramps that divide the lawns, creating a meandering path for visitors to interact with the park's natural environment. The landscape design extends the architectural style, unfolding in concise triangular patterns. A series of control towers, resembling contemporary art installations, are strategically positioned in the DJI Oasis. This designated drone launch area offers a perfect platform for drone test flights.

Additionally, the second-level platform offers excellent views of Shenzhen Bay. Visitors can enter the building from the DJI Oasis and access other floors via the newly added staircase, forming a closed loop of the line of motion.

04
An upward journey

Upon reaching the third floor via the stairs, visitors will arrive at the Hasselblad Experience Station. This joint display area for DJI and Hasselblad is conceived as an art gallery seamlessly integrated into the building itself, enclosing a private customer reception room.

Unlike the bright and airy atmosphere of DJI’s area, the Hasselblad space features a distinctly dark tone. The solid display counter and dark gray display boards add a sense of artistry and gravitas, reflecting Hasselblad’s long-standing heritage.

Despite the limited ceiling height, the design team subtly concealed air outlets, speakers, sprinkler systems, and other equipment within the metal grille ceiling system, showcasing refined detailing.

Following the luminous core tube is the DJI Service Center, where the waiting area features seats made from a single piece of artificial stone, and each seat is equipped with a charging port to meet the needs of waiting guests.

The custom-designed two-way product recycling cabinet meets DJI's specific needs, allowing faulty products to be placed in the cabinet for internal repair, accessory replacement, or exchange for new products as needed.

05
Hall of Light

"The large-scale geometric space naturally draws visitors to look up upon entering, evoking the actions of watching a drone take off. The newly added 'interior skin' filters the sunlight, casting unique daylight patterns throughout the day."

The DJI Horizon Hall is located on the fourth floor. Various Associates skillfully utilized the structure and natural light to create a solemn and sacred ceremonial atmosphere in this 15-meter-high space. It serves as a venue for DJI's new product launches and important events. Additionally, it includes a DJI cultural gallery surrounding the core tube in the shape of a control tower.

Project Information
Project name: DJI Flagship Store
Client: DJI
Project location: Shenzhen, China
Area: 4,000 sqm
Completion time: January 2024
Design company: Various Associates
Project scope: Interior design / landscape design / fixture design
Chief designers: Qianyi Lin, Dongzi Yang
Project management: Hanqun Cai
Project principal: Yuwen Deng
Design team: Zebing Li, Benzhen Pan, Chao Luo, Junrui Zhang, Qian Xie
Lighting design: GD Lighting Design
MEP design: Tongji Architects Co., Ltd. Shenzhen
Structural design: Tongji Architects Co., Ltd. Shenzhen
Contractor: HECIAN
Photographer: SFAP