Year
2024
Client
Xiaomi
Category
Xiaomi Global Launch
Product Duration
72 Hrs
At the heart of the event was the insight that today’s consumers crave not just specs, but emotionally resonant technology experiences. The Xiaomi 14 Civi, rebranded from the Civi 4 Pro, addressed this demand with Leica-engineered pro cameras, a quad-curved AMOLED display, and standout dual 32MP AI selfie cameras. Market research highlighted growing momentum around influencer content creation and cinematic storytelling—directly shaping the "Cinematic Vision" narrative that guided both the product and the event design.
Every touchpoint at the launch was crafted to extend the visual and functional DNA of the Xiaomi 14 Civi into the physical space:
Design Aesthetics: A seamless blend of tech and art—curved LED walls, 68 billion color installations, and symmetrical spatial layouts—echoed the phone’s quad-curve design.
Registration & Collateral: Fans and media entered through designated pathways, receiving custom-designed badges, lanyards, and door tickets in colorways inspired by the phone's editions—Cruise Blue, Matcha Green, and Shadow Black.
Stage & Content: The countdown to launch was delivered via a 3D-animated cinematic AV, inspired by Xiaomi’s legacy but elevated for a flagship reveal. The stage setup fused dynamic lighting with bold vertical and horizontal lines—mirroring the dual-slice and curved form factor of the phone.
Experience Zones: Guests explored hands-on zones featuring 30+ devices, with creatively designed photo ops demonstrating the dual selfie camera capabilities and Leica photography system. A larger-than-life “Cinematic Vision” wall offered a storytelling backdrop for content creation.
AIoT Showcase: Future-facing tech like the Xiaomi RVC X10 and Air Fryer were also on display, reinforcing Xiaomi’s expanding smart home ecosystem.
Creative Integration: From spec cards to a checkered photo backdrop, every asset was a reflection of the product's aesthetic sophistication and cinematic ambition.
