Alienware pop-up store is located in the lakeside pedestrian street of West Lake, a famous world cultural heritage in Hangzhou.Our first thought was that in order to make the most of the site, the store should be accessible from all directions. Secondly, as a pop-up store, we wanted it to be a most visible landmark building of the street.

Specifically, the store has a huge UFO-shaped roof supported by a pillar in the middle, while the overall exterior wall is made up of several large transparent glasses, which give the appearance that the roof is floating in the air. After entered the store, accessories are displayed on the surface around the central illuminated pillar, just like the scene that gears are falling down from the floating UFO.

Design Firm: Gramco Beijing

Project Manager: Peng Liao, Ziyun Mo

Design Principal: Junichi Eto

Design Team: Tao Chen, Yuyang Yao, Yankun Duan

Photographer: Ruijing Photo