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Celebrating eclectic originals: Wedgwood, China

Wedgwood
StrategyRetailInteriorsExperientialHomes & InteriorsLuxuryChinaShanghai

Rediscover Wedgwood

Welcome to Wedgwood, the place to host, entertain and inspire. Its new brand positioning centers around ‘celebrating eclectic originals’. Our task was to bring this concept to life for modern luxury consumers in China, a key growth market for the brand.

Staying ahead of the curve

In line with the shift in luxury codes from uniformity to a new eclecticism, and the home, once dictated by form and function, now a canvas for self-expression; Wedgwood’s new concept invites people to mix and match collections to express their own personal style. With a 260-year heritage of innovation and design to draw upon, we’re creating new ways to experience and re-discover the brand. We’ve reimagined and brought their iconic patterns and horticultural connections to life in new ways, with bespoke ‘living’ wallpapers and animated flowers in digital alcoves.

Horticultural connections reimagined through bold graphic displays.

Retail4Growth

A feast for the senses - Wedgwood's brand experience taps into sound, smell, sight, taste and touch.
In Shanghai we created a luxurious boutique that is all about inspiring at-home entertaining.
Tapping into their rich association with Afternoon Tea and China’s thriving tea culture, we launched the Wedgwood Tea Room experience in Shenzhen.
Each space is naturally eclectic and lifestyle-focused and both Shenzhen and Shanghai have quickly become the brand’s top trading stores in China.

“Our new stores and tea rooms will inspire people to become confident expressing their own personal style.”

PAIVI SVENS, VICE PRESIDENT, WEDGWOOD

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