Midea SpaceMaster, from Expensive Living to Expansive Living

At the 2025 IFA in Germany, Midea launched the SpaceMaster series, its first premium home appliance collection centered on spatial technology. As a global debut, this is both a fight for consumer mindshare and a race to secure an early foothold as Chinese brands enter the European market. A crucial objective of this project is to ensure that SpaceMaster stands out among numerous home appliances series and leaves a lasting impression on European consumers.

Our task, therefore, was to resolve European users' pain points, enhanced Midea's image among European consumers, and communicated the brand promise “Make yourself at home” through SpaceMaster. The challenge was to create a visual and conceptual style that elevated the brand while staying true to its brand identity and products' Key Selling Points.

We analyzed European aesthetics, lifestyles, and spatial needs—recognizing their high standards, cultural pride, and aspiration for better living. Despite physical constraints like high renovation costs and old architecture, Europeans still seek to enrich life within existing spaces. Space may be limited, but expectations are not.

Our creative approach merged functionality with emotional resonance, framed through a locally relatable idea: "You be you, We change for you”, showing how our product create stunning spatial value with the core concept: Same size Big suprise.

Visually, we no long only focused on technical specs, but more about an experiential storytelling—a “spatial miracle.” The style embraced European-modern minimalism and Bauhaus-inspired geometry, with a “quiet luxury” color palette to elevate sophistication, aligning with this premium product line.

TVC was created fully with CG, visually demonstrated space transformation, translating dimensions into tangible benefits: “Fits 43 more champagne bottles,” “Bakes 12 tarts at once” etc. The launch event presentation extended this “life-expanding” theme through layered perspectives and evolving geometric visuals.

More than just an aesthetic achievement, this launch was strategically aligned—addressing real local needs and supporting Midea’s shift from a Chinese brand to an international brand in perception.