Huawei (华为) rolls out "Orange Sea" store skin ahead of Pura 90 launch

Retail splash ahead of April 20 launch

Huawei (华为) has begun dressing some of its physical stores in a new "Orange Sea" skin to promote the upcoming Pura 90 series, it has been reported. The company’s Pura 90 series and all-scenario products launch event is set for April 20, and the Pura 90 Pro Max is being positioned around a gradient back design with an "Orange Sea" (橘子海) finish.

Suzhou showcase and the CEO's tease

He Gang, CEO of Huawei’s Terminal BG, reportedly unveiled the orange-themed wrap at Huawei’s Suzhou MixC lifestyle store, where the glass façade was redecorated to match the Pura 90 Pro Max hue and even bears Pura 90 lettering. "If you like it, we’ll put it in more stores," he said — a direct retail push that signals an emphasis on offline brand theatre as much as product specs.

Colour line-up

Officially, the manufacturer has revealed the colour options for the new models. Besides Orange Sea (橘子海), the Pura 90 Pro Max will be offered in 曜石黑, 晨曦金, 霞光紫 and 翡翠湖; the Pura 90 Pro comes in 桑果黑, 椰青白, 橘子汽水 and 粉红芭乐. The return to gradient backs and a broad palette underlines Huawei’s design-first messaging for the family.

Strategy in a constrained landscape

Why the focus on retail aesthetics? With Huawei still navigating U.S. sanctions and export controls that have constrained access to advanced chips and some Western software ecosystems, the company has increasingly leaned on hardware differentiation, in-house software and offline experiences to retain market share. It has been reported that these visual and experiential tactics are part of a broader effort to make new models stand out in China’s crowded smartphone market — because sometimes a striking color is the hook consumers first notice.