The JIDU Showroom in Shanghai Offers an Immersive Portal into the Future

Autonomous ROBOCARs are showcased within the cool surrounds of this smart, futuristic showroom

JIDU is a joint venture between Baidu and Geely, which made history with its launch of hyper-intelligent, AI-driven, autonomous ROBOCARs. The company commissioned Ippolito Fleitz Group to craft a world-first showroom to showcase its latest models, with the goal of creating an immersive experience that transports visitors straight into the JIDU universe. The showroom, located on the first floor of a luxury shopping centre in Lujiazui Financial Centre, consists of three areas that can be accessed from the outside and through the shopping centre.

A vibrant JIDU logo on the exterior façade arouses curiosity for the brand and draws visitors into the world of JIDU. Two entrances are connected by a tunnel that displays a large-scale multimedia installation. Moreover, the digital content and the lighting of the portal are constantly in motion, responding to the movements of visitors. The showroom has been meticulously designed, there the journey into the future begins in the cafe - a cubic foyer with two openings that reveal a first glimpse of the different ROBOCAR models. Here, customers are welcomed by JIDU brand ambassadors with a refreshing drink before coming into contact with the cars for the first time. 

Inspired by the metallic finish of the ROBOCARs, the display area also takes on a metallic appearance. Against this background, different vehicle models are presented as approachable objects of desire. Visitors experience the tingle of encountering true pioneering technology for the first time – and arriving in the future.

Meanwhile, the event area offers a forum for events, film presentations and exchange. With square grids on the wall and ceiling and cube seating dotted about, the design team played on a pixel theme that evokes associations with computer games, technologies and AI. The futuraitic journey continues in the studio area, where potential buyers can delve deeper into the world of JIDU. Car parts, colour samples and material variations are presented at an oversized table in characteristic JIDU purple. Future ROBOCAR owners can individualise their bespoke car here, which is projected live on a large screen before their eyes.

Finally, the journey ends in the VIP salon with one-on-one consultations with a brand ambassador. Before long, buyers can watch their ROBOCAR leave the garage here on a large screen, drive up to the showroom on autopilot and be ready to take them on their first drive. 

Words: Emily Leung & Nikey Cheng
Photos: JIDU (譜時影像 PLUSX)
Published on April 08, 2024