DJI, maker of drones and enabler of lawsuits, has become the most recognized drone company in the world, despite not having any actual stores. Thatā€™s all changing with the opening of its first flagship in Shenzen.

The 8500-square-foot building looks a lot more like an art gallery than a retail store, growing up out of the ground next to the water. Inside, thereā€™s a ā€˜cageā€™ where DJI staff show off the companyā€™s line of drones; customers arenā€™t allowed to fly them, sadly. Thereā€™s also a mini-cinema showing off customer-submitted highlight reels of drone footage.

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DJI is often likened to Apple for drones: it makes category-leading products that are simple to use and donā€™t look terrible. Its first retail store isnā€™t doing anything to shatter that illusionā€”actually, with press photos of t-shirted employees gathered in a line, cheering on the first customers, it might be trying just a little too hard.

[DJI]

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