China Duty Free Haikou – A Visual Dreamscape via Design Bridge and Partners

“Design becomes the heart of the story with the power and ability to connect touchpoints.”

China Duty Free Haikou, dubbed the largest single duty-free shop in the world, partnered with WPP creative agency Design Bridge and Partners on the new shopping complex’s visual identity creating a refreshed brand design that presents a “one stop duty-free leisure destination” that continues to build upon the brand’s distinctive dreamlike presence.

Situated on the west coast of Haikou City in Hainan, cdf Haikou International Duty Free City Shopping Complex spans an enormous 280,000 sqm comprised of numerous luxury brands with tax-free shopping and dining experiences and unparalleled online/offline luxury membership services.

The key visuals behind China Duty Free Haikou’s grand opening were inspired by Peter Pan’s Neverland, merging seamlessly with the duty-free zones that highlight the natural and marine elements of Haikou while focusing on a content-driven retail experience, telling the story through visual design.


According to Design Bridge and Partners, the overall concept was developed based on the insight that Chinese consumers now expect more from the shopping/purchasing experience than simply browsing. “They need a complex experience that inspires, leading to the core idea of the ‘Ultimate dream island'”, the agency said.

The CDF Haikou retail shopping experience is created to mimic “a living island floating between heaven and the ocean, connecting the present and the future, reality and imagination. From the depth of the ocean, up to the clouds, the audience can wander through the “Ultimate Dream Island” and escape to another world.”

The virtual world was additionally designed to be able to change and generate unique scenes that integrate with brand stories, creating endless journeys and stories.


“This project is a perfect example of revolutionary design and how our teams create experiences based on consumer insight and brand ethos. Design becomes the heart of the story with the power and ability to connect touchpoints,” said Nikki Lin, MD Design Bridge and Partners China.

“We are now working closely together with China Duty Free on a few projects, including the rebranding of CDF group and the membership branding, which will continuously enhance our long term partnership,” Lin said.


Ray Lan, Executive Creative Director

Fu Le, Design Director

Aaron Zhang, Senior Designer

Jessica Tan, Digital Creative Director

Halley Guo, Strategist

Aimee Liu, Managing Client Director

Iris Qi, Client Director

Ceres Gu, Senior Client Executive


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