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work

A Dialogue Between Future Technology and the Industrial Age — NIO IN 2023

client:
NIO
region:
APAC
  • APAC71
  • Build66
  • Concept Design97
  • Events51
  • Technology39
  • APAC71
  • Build66
  • Concept Design97
  • Events51
  • Technology39

Introduction

The First NIO IN - Innovation and Technology Day

In September 2023, NIO held the first edition of "NIO IN” Innovation and Technology Day at the Shanghai Baoshan Golden Stove · China Baowu Iron and Steel Exhibition Center. As NIO’s newly introduced conference format, the event aimed to showcase the brand's independent research and development capabilities. NIO unveiled its new "full-stack technology" architecture, focusing on 12 core areas, including smart driving, smart energy, chips and on-board hardware, battery systems, smart manufacturing, artificial intelligence, and global digital operations.

One of the event highlights was the launch of the world's first NIO Phone, demonstrating NIO's commitment to realizing the vision of intelligent technology vehicle ecosystems.

The challenge

Push the Boundaries, Connect Seamlessly

The event venue itself was a key highlight, representing Shanghai’s industrial age architecture.

We needed to combine the venue’s historical industrial style with NIO’s minimalist and high-tech aesthetic, conveying the theme of "Seamless Connection", and offering the audience a luxurious experience in line with NIO’s innovative retail concept.

What We Did

Creating Unique Experiences that Combine History and Technology

Adhering to NIO's consistent design concept of warm minimalism and futuristic aesthetics, our team designed an event space that emphasised dialogue between intelligent technology and industrial heritage.

The indoor exhibition car and display space seamlessly integrated industrial era characteristics, with a "space-time portal" installation linking the two eras. This design not only retained the historical essence of the site but also provided a unique backdrop for the technology display fully in line with NIO’s vision.

How We Delivered

Linking Two Eras through a Space-Time Portal

The outdoor square of the "NIO IN" event venue featured a car display that presented stunning visual effects through water reflection. This design symbolized the theme of "seamless connection" by merging the industrial heritage of the venue with NIO’s minimalist, high-tech aesthetic, leveraging water as its medium.

NIO's full range of models were lined up at the entrance against a skyline-inspired backdrop made from photos taken by NIO owners worldwide. This area also featured a smart cockpit interactive area, where guests could feel the NIO in-car experience through six different scenes.

Inside, the team cleverly integrated car displays with the venue's industrial characteristics, connecting interior and exterior through a space-time portal installation. This vividly demonstrated the dialogue between new technologies and the old industrial age. The hospitality area was designed in the style of NIO House, the brand’s signature retail showroom concept, mixing exhibition space with co-working and leisure activity areas, inspiring a warm "second home" or "third space" impression for NIO users. This successfully delivered on NIO’s objective to provide lifestyle community spaces for its consumers.

At the press conference, the minimalist screen content perfectly complemented the speech of NIO CEO Li Bin, and the much-anticipated NIO Phone release elevated the event to a new climax. The user experience-centered mobile phone, built around NIO’s intelligent car ecosystem, raised the bar for integrated in-car smartphone user experience.

The Key Facts

Project: NIO IN 2023 – Innovation and Technology Day

Mission: Create the first edition of the NIO IN conference format

Solution: Combining NIO's design concept with the characteristics of an iconic industrial age venue, the team designed a unique event space that delivered on the brand’s vision.

Results: Our team worked closely with NIO from planning to execution to deliver a truly luxurious experience. The event generated buzz on industry press and social media, receiving unanimous praise.

The Numbers

1000 attendees

1 main meeting, 2 sub-forums

566 participating media, with a total of 125 million+ views and 1.25 million+ comments

Ranked 28th on Weibos’ hot search list, with more than 40 million views

44.85 million livestream viewers

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