Suning International

Creating an immersive social commerce experience


Best known for their mass-market electronics stores, Suning’s brand was limited in terms of its perception and stretch. They saw an opportunity with their Suning International group to create a new innovative brand that would not only be attractive for their new customer but also help to elevate perceptions of the group itself as being more pioneering and innovative.

The company approached Prophet to define a clear brand philosophy and retail experience concept for Suning International’s O2O offering. The concept would be launched as a pop-up exhibit for Salon del Mobile Milano Exhibition in Shanghai, debuting the upcoming store concept.


Prophet worked closely with Suning International to help develop an innovative experience and optimize its brand strategy towards the global market. We created a philosophy around a global community of curators, who believe that life should be culturally enriching, openly inspiring and actively shared. The exhibition design brought this idea to life as ‘Issue:01 – Found goods from Italy’, a lenticular hallway of inspirational products, curated video and multi-sensorial experiences, which documented a day in the life of two global citizens and their daily experiences in Italy.

“We’re responding to a new generation of consumers who love to discover and experience new things and share their finds with others. With the rise in global travel and access to more products and experiences than ever before from around the world, we want to create a brand and platform that empowers this global community of curators. We are bringing together select items of substance, from around the world, that will bring small moments of joy to everyday life,” said Young Kim, partner and executive creative director at Prophet.


Within the exhibit, visitors could collect and share their own personal online journal of products and stories through a WeChat mini program that showcased the seamless O2O journey that Suning International offers.

The Suning International concept debuted in November 2018 in Shanghai, generating significant media interest and visited by over 22,000.

Our work with Suning International was awarded bronze for ‘best brand experience’ at Transform Awards Asia-Pacific 2019.

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