In the bustling tech metropolis of Shenzhen, the DJI flagship store at OCT Harbor has undergone a stunning transformation. Originally opened just three years ago, the 4,000-square-meter store now flaunts a renewed design by Chinese architecture firm Various Associates. This store, which was initially a visitors’ center for DJI enthusiasts, has been reimagined as a high-tech retail paradise where cutting-edge design meets functionality.
PROJECT OVERVIEW
Location: Shenzhen, China
Architecture & Interior Design: Various Associates
The refurbishment spans four spacious floors within an impressive spaceship-like structure. As DJI continues to lead the drone market with advanced tech, the store’s redesign reflects these rapid advancements, introducing visitors to an immersive retail experience like never before.
Key to the transformation is a new vertical flow, connecting each level through a striking meandering staircase that guides visitors through the space. This change required significant structural tweaks to the original layout, allowing for a seamless journey between floors. The store’s interiors reflect DJI’s sleek aesthetic, featuring clean lines, minimalist displays, and an abundance of natural light. The large glass walls have been given an internal Origami-inspired layer that elegantly filters sunlight while adding a decorative touch to the store’s modern look.
On the ground floor, the store showcases DJI’s entire product range on custom-built floating display stands. These stands are thoughtfully designed with elements inspired by drone propeller blades, and the nearly 40-meter-wide digital screen further reinforces DJI’s hi-tech brand identity. Visitors can test DJI’s latest products in an enclosed area, giving them hands-on experience with the drones’ capabilities. Alongside the main entrance, there’s access to the DJI Oasis, an outdoor garden landscaped to mirror the store’s futuristic design. This garden, with its triangular features, integrates seamlessly with the building and features artistic “control towers” that add a contemporary art feel.
Each floor in the DJI store provides unique experiences. The second floor offers panoramic views of Shenzhen Bay, allowing visitors to relax and soak in the surrounding cityscape. Here, they can access other parts of the building, including a viewing deck, via the striking new staircase that spirals upward.
One of the most intriguing areas is on the third floor—the Hasselblad Experience Station. Since DJI acquired the renowned Swedish camera manufacturer in 2017, the space has become a blend of art and technology, combining Hasselblad’s legacy with DJI’s innovative spirit. Designed with a gallery-like atmosphere, this floor is bathed in a subdued gray palette, creating a space that feels distinctly sophisticated. The Hasselblad Experience Station includes a central customer reception area and features the DJI Service Center, a unique space that’s equipped with a sculpted three-seat bench made from a single piece of artificial stone. This bench, complete with charging ports, serves as a striking focal point within the room, embodying the harmony between form and function.
The uppermost floor, DJI Horizon, lies just beneath the iconic roof construction. This versatile event space serves as a launchpad for DJI’s latest innovations and offers a setting for various corporate events. With sweeping views and adaptable layouts, the DJI Horizon area exemplifies the brand’s commitment to creating dynamic, multifunctional spaces. Whether for product launches, tech demonstrations, or industry gatherings, DJI Horizon is poised to become a hub for showcasing innovation.
The revitalized DJI flagship store in Shenzhen isn’t just a retail location; it’s a testament to DJI’s visionary approach to both technology and experiential design. From the Origami-inspired glass walls to the artful integration of Hasselblad’s heritage, every detail at OCT Harbor elevates the customer journey, making it clear that DJI is as committed to inspiring its customers as it is to innovation.
