Created by Wunderman Shanghai and led by managing partner James Bay, the center was the result of six months of research to understand Gen-Z's makeup purchase behavior. This was done through cognitive walkthroughs, exit interviews, and focus groups.
Upon entering, digital totems greet customers and invite them to scan for a WeChat check-in, instantly displaying a personalized greeting. MAC's WeChat mini-program then becomes the touchpoint for the entire store experience.