Commissioned by RELX, a leading Chinese vaping brand, anySCALE developed a contemporary retail identity system designed to adapt seamlessly to diverse store formats and operating scenarios. The concept is currently being rolled out across more than 10,000 locations nationwide, supported by a comprehensive Store Identity Manual that ensures consistent implementation.
The system is based on prefabricated modules, enabling efficient, clean, and highly standardized installation. It accommodates three primary typologies: enclosed “U-type” stores, semi-open “L-type” formats, and open mall island units. Rather than delivering a single prototype, the project establishes a complete SI framework tailored to the needs of a rapidly expanding national brand.
At its core, the design is structured through a rational spatial logic, defined by modular zoning, precise proportions, and unified material and lighting standards. Display areas are composed of flexible, standardized elements that respond to individual site conditions while maintaining visual coherence. The signature feature wall, as the primary brand identifier, follows strictly calibrated dimensions and lighting principles to ensure a consistent nationwide presence.
Materials, color palettes, and detailing are fully integrated into this system. Every component is carefully documented within the SI manual, enabling reliable execution at scale.
The RELX project’s value lies not in a single flagship store, but in the creation of a replicable retail language—one that combines adaptability and complexity with clarity, refinement, and a customer-focused experience.
