NIO House — Spatial

NIO House is not a showroom—it’s a home. Designed as a private club-style environment, it brings users, families, and friends together through a mix of lifestyle, cultural, and social experiences.

From cafés and libraries to forums, workspaces, and even crèches, every element was created to make users feel welcome and connected.

By separating the gallery where cars are displayed from the living spaces, NIO House flipped the automotive retail model on its head. Cars are no longer the centrepiece—people are.

This shift reinforced NIO’s ambition to be more than a mobility provider: to be a brand that shapes a joyful lifestyle.

To scale the concept consistently across markets, we created the NIO House Experience Playbook—a detailed spatial experience framework that captured the full user journey and core experience modules.

We defined the enablers across physical, digital, and service touchpoints, supported by a clear service philosophy.

From signage to uniforms to digital interactions, every detail was designed to embody NIO’s DNA.

This playbook became the blueprint for how NIO nurtures its global community — and was implemented by architects such as MVRDV, David Chipperfield, AIM Architecture, and Schmidt Hammer Lassen.

When NIO expanded into Europe, the challenge was to make NIO House feel both authentic to the brand and relevant to local culture.

For the first European flagship in Oslo, we adapted the concept through research-led insights into Nordic lifestyle and urban behaviours.

We redefined the program mix, space adjacencies, and design direction to resonate with European users. Oslo became the template for NIO’s European rollout.

As design guardians we provided ongoing creative direction for key sites– delivering hyper-localised customer journeys and programming, site suggestions.