Immersing visitors in the Alibaba platform — the future of retail

Alibaba \ Platform A



Multi-brand Alibaba Group experience


Stakeholders across the globe


Visitors to Sydney & Melbourne events

The Challenge

Alibaba’s mission is simple, to make it easy to do business anywhere.

Enable the Alibaba team to have informative and influential conversations with the media and small business.

Build an understanding of how Alibaba is the platform that enables Australian brands to sell to the Chinese consumer.

The Solution

Introducing Platform A, a ‘choose your own adventure’ brand experience. Set up for discovery, immersive experiences and easy conversations as visitors explore the platform and chat with the team, learning about how Alibaba can help their business.

Platform A educated visitors on new retail technology and demonstrated how Alibaba enables businesses to buy, sell and pay globally. 

This was the first time Alibaba Group had exhibited with multiple group brands. Neonormal collaborated with teams across the business and external stakeholders to co-design the experience, reinforcing the company vision, strategy and integrity throughout the process.

Neonormal helped shape an effective activation showcasing the Alibaba ecosystem working in a complex environment and across cultures”



What we did

  • Brand Strategy
  • Brand Identity Design
  • Communications
  • Signage Design
  • Packaging Design