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3,000㎡ Nutrition Intelligent Manufacturing Base — the Feihe Brand Centre Upgrade

client:
Feihe
region:
APAC

Introduction

3,000㎡ Brand Exhibition Hall

For the new Feihe Smart Industrial Park, Uniplan designed and delivered a 3,000㎡ showroom of immersive brand environment after nearly eight months of work, that combines architectural concept, spatial storytelling, and premium execution to elevate brand perception.

Uniplan took full responsibility for the project's strategic planning, experience design, digital content creation and implementation management, providing Feihe with a comprehensive brand upgrading solution.

The Challenge

Brand Image Refreshed Successfully

When the Uniplan team received the brand's requirements, we focused on the core objective: Helping to revamp and upgrade the exhibition hall, promoting the brand's image and strengths in a more vivid way, acting as an overall experience consultant, and building a new landmark in Harbin.

After in-depth reflection, what Feihe truly wants is a space designed to leave visitors with meaningful takeaways.

That’s why we began with strategy, from Feihe’s founding vision and its self-managed dairy farms to the advanced technology behind its production lines. The core task was to create an experience where people from all walks of life leave with a deeper understanding and appreciation of the Feihe brand?

What We Did

Conceptualize the Brand Value

The team identified the breakthrough point as a shift from enterprise-oriented to gain-oriented.

We upgraded the exhibition hall into a nutrition exploration space, allowing visitors to explore the science behind nutrition and ensuring every step of the visit is understandable, relatable and memorable.

As brand experience experts, the Uniplan team has extensive experience in brand exhibition hall upgrading and experience design. For this Feihe exhibition hall, the team adopted a reverse narrative strategy.

One explicit line focuses on nutrition exploration, and one implicit line highlights Feihe's strength. With the approach of "the explicit line conveys value, while the implicit line showcases the brand", the visitor experience is transformed from passively listening to introductions to proactively discovering Feihe's advantages, which is also the key to Feihe's brand upgrading.

How We Delivered

The Narrative Feature of Value-Bearing

In terms of the exhibition hall's circulation routes, the team designed three customized paths to cater to both B-end and C-end visitors.

From the interesting route for consumers, the popular science route, to the business route tailored for government and enterprise partners, the three routes intersect yet remain parallel.

Additionally, the space includes digital interactive areas, allowing visitors to immerse themselves in Feihe’s dedication to exploring nutritional science, as well as popular science zones to gain a deeper understanding of the scientific logic of the industry.

For Uniplan, the upgrading of Feihe Industrial Park is a strategy-driven project.

We assisted Feihe in planning a space that does not merely serve as a display, but more importantly, builds a deep connection between the brand and users.

Working alongside the client as a strategic partner, we thoroughly told the story and clarified the value, focusing on the question what value the transformation can bring to the brand

The Key Facts

Project: Feihe Industrial Park Renewal and Upgrade

Task: Uniplan fully participated in the design and completion of the upgraded industrial tourism exhibition hall at Feihe's Harbin Smart Industrial Park. Centered on the core concept of "Feihe Nutrition Wisdom Base," the project redefines the dairy industry's industrial tourism experience through immersive interactions, interactive technology, and family-friendly design.

Solution: The team identified the breakthrough point as a shift from enterprise-oriented to gain-oriented. We upgraded the exhibition hall into a nutrition exploration space, allowing visitors to explore the science behind nutrition and ensuring every step of the visit is understandable, relatable and memorable.

Outcome: Together, Feihe and Uniplan redefined the brand on multiple levels, from positioning Feihe as a warm, professional tech brand, to transforming the visitor experience from passive observation to active participation, and turning the booth itself into an industry benchmark that drives both visibility and business value.

Numbers

3000㎡ space

3 value conversions

Nearly 8 months of preparation