LI-NING Brand Exhibition Centre — Beijing

A 1250 sqm brand exhibition translating LI-NING's personal and corporate history into a cohesive physical journey across six thematic chapters.

The challenge was managing a dense storyline while keeping visitors engaged. I developed a varied spatial strategy that transitions people through distinct zones — from a linear historical archive to an enclosed, stadium-inspired arena, and a high-tech product lab.

Sports-court floor graphics provide intuitive wayfinding throughout, complemented by sweeping architectural interventions that unify the diverse environments. The result balances deep historic interpretation with a high-impact, multi-sensory brand experience.

Scope: Full creative direction from concept through to installation, leading a multidisciplinary team across spatial design, graphic design, and fabrication.

Scale: 1250 sqm | 6 thematic chapters | Beijing, China