MUSE Silver

2022

DR True-love Flagship Store, Heyi Avenue, Ningbo

Entrant Company

DR Corporation Limited

Category

Experiential & Immersive - Retail

Client's Name

DR Corporation Limited

Country / Region

China

As an upscale engagement ring brand, Darry Ring is dedicated to the mission of supporting and testifying to true love that lasts a lifetime. When founded, the brand set a romantic rule that unified across the globe: a man can only have one ring customized in his lifetime, meaning true love lasts forever.

With this unique brand philosophy, DR expects to witness every happy moment of true love in the customers’ lifetime. By creating a dream wedding scene that ladies yearn for in the store, customers can make the only promise of true love in life. When they come to pick up the rings they customize, there is a special area in the store for them to sign the True-love Agreement, and the True-love Ambassadors will assist to record this important moment of them deciding to bind their hands together forever. If needed, customers can hold a proposal ceremony in a fancy proposal booth that is exquisitely designed.

Because of the romantic wedding scene and unique true-love ceremony, this flagship store become a landscape of love in the whole shopping center, highlighting the difference of true love culture between DR and other jewelry brands. With the application of wedding elements, product zoning based on differentiated functions and user experience with strong brand imprint, this flagship store has become a collective space that offers a true-love lifestyle of higher quality and more romance, which will finally enhance the joy and beauty of true love and bring more happiness to the customers.

Credits

Lead Designer
Yuwei Deng
Designer
Zuyang Wang
Designer
Yumei He
Lead Engineer
Guang Luo
Lead Brand Planner
Yingjie Li
Brand Planner
Jingyi Li
Brand Planner
Fanrong Yi
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