Project context
Xiaomi Indonesia launched the Mijia Washer — Front Load Washer Dryer 10.5 kg — to the Indonesian market in August 2025, targeting premium mid-range buyers. Launch strategy comprised a launch event in Jakarta, followed by retail display roll-out to the official distributor network within 2 weeks post-launch.
Magna Production came in as retail display partner. Scope: the main launch booth in Jakarta, plus a retail signage template + product display stand that could deploy to 40+ distributor touchpoints at speed. The goal: branding consistency across touchpoints without full-custom per store.
Scope of work
- Launch booth at Jakarta venue — 8 x 6 meter, with hero product display, spec wall, and demo area
- 40 units of product display stand for distributor stores — standard size and finishing, ready-to-deploy
- Retail signage system: header signage, shelf talker, spec card, price tag holder
- Install guide + refurbishment protocol for distributor staff
- Brand wall at launch venue entrance
Challenge 1: hero product needed a feel that is not typical washer
Washers are typically displayed in retail with white goods treatment — fluorescent lighting, metal shelves, red price tags. Xiaomi's brand positioning for Mijia is "tech product that happens to be a washer", not a generic appliance. The display had to make the washer feel like a tech gadget, not white goods.
- Pedestal with matte white + brushed aluminum accent finishing — echoing Apple Store display vocabulary, not Carrefour shelves.
- Lighting: warm LED spot, not fluorescent. Mijia premium white product color renders warm, not gray-shifted.
- Spec display uses e-ink-style signage with minimalist typography, not bullet-point-heavy catalogue.
Challenge 2: replicability to 40+ stores with minimum friction
Distributor stores have huge variance — floor plan, lighting, staff training level. Retail display design had to handle variance without breaking brand consistency. We designed with a "hub + spoke" approach:
- Launch booth (hub) = full-spec tier, custom finishing, creative that cannot be replicated 100%. Flagship for the launch event.
- Distributor display (spoke) = simplified derivative maintaining 3 visual anchors: Pantone white palette, spec card typography, LED temperature. 40+ units produced in identical batch.
- Visual-first install guide — step-by-step photos with minimum text, distributor staff needs no specialized skillset.
How we executed
- Week 1: Concept + spec lock with Xiaomi brand team. Material palette + typography + lighting temperature agreed.
- Week 2: Launch booth hero display prototype. Tested at workshop with actual product unit to validate pedestal load + display angle.
- Week 3 – 4: Batch production of 40 distributor units. Flow: CNC cut → assembly → paint → per-unit QC → pack to crate with install kit.
- Week 4: In parallel — launch booth fabrication for Jakarta. Material upgrade from distributor spec (solid surface pedestal vs MDF-faced).
- Launch day Aug 7: Booth installed overnight before event. Media preview day one, consumer launch day two.
- Week 5 – 6: Logistics deployment of 40 distributor units to distributor addresses across Indonesia. Install guide + video instruction for distributor staff.
Details that needed extra attention
- Pedestal load rating — Mijia washer 10.5 kg unit weighs 60+ kg. Pedestal certified to hold 100 kg minimum with safety factor. Internal steel frame, not solid wood.
- Cable routing for demo units — some booths had live demo units (power on, LED indicator working). Cables hidden inside pedestal column structure.
- Modular spec card — distributor units have spec card slots that can be updated when Xiaomi releases new variants. Saves cost for future iteration.
- Crate design — distributor units crated to be 3-high stackable for shipping efficiency beyond Java.
Results we observed
The 2-day launch event ran smoothly. The Jakarta booth served as the main photo-op point — consumers took photos with the hero display. Distributor units deployed to 40+ touchpoints within 10 business days post-launch. Feedback from distributors: visual-first install guide proved practical, majority of installs completed within 2 hours per store without specialized training.
What we learned: a product launch with multi-touchpoint rollout needs a two-tier design system from the start. Build "flagship version" + "replicable version" simultaneously, not flagship first then try to simplify later. Both tiers designed at the same workshop so brand consistency DNA is the same.
Related services
- Retail Signage — launch booth, distributor display, signage system
- Custom Furniture — product pedestal, spec wall
- CNC Services — 40-unit batch production with tight tolerance
