ALIENWARE

Cutting-edge, spatial design to experience the future

ALIENWARE is a top-of-the-line brand that continues to launch best-in-class gaming PCs and accessories under the Dell umbrella. With e-sports gaining momentum worldwide, Gramco was responsible for designing the world's first e-sports store in Chengdu, as well as flagship stores in Beijing, Hainan, and other cities in China. We also standardized the designs and guidelines for general stores, pop-up store design, and more. We aimed for a futuristic spatial design befitting a cool cutting-edge brand, using metal, stone, and mirrored surfaces; dynamic shapes; radical light effects that uplift visitors; LED screens; and interactive devices.