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

We’re approaching an age of an increasingly integrated approach to digital and physical space, led by the retail environment. Alibaba, a global leader in this field, asked Neonormal to demonstrate their ‘New Retail’ concept at their ecommerce expo, across Sydney, Melbourne & Auckland — with the objective to communicate to Oceanic businesses that Alibaba make it easy to do business, anywhere.

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.

Innovation was at the heart of the experience, educating visitors on new retail technology, and demonstrating how Alibaba makes it simple for business 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

  • Consumer journey
  • Environment design
  • Creative direction
  • Brand & product promotion
  • Bespoke build
  • Show-calling