In Scene Konsepsyon Eksperyans Mak pa Ziyang Wang

Dizayn In Scene Konsepsyon Eksperyans Mak pa Ziyang Wang se yon gayan ki gen anpil estim nan konpetisyon trè prestijye 2026 A' Design Award Bwonz nan Kategori Konpetisyon Piblisite.

BwonzPiblisite· 2026

In Scene Konsepsyon Eksperyans Mak

pa Ziyang Wang

Kliyan: Zhejiang Wanli University

Gayan A' Design Award Bwonz nan Kategori Piblisite

7,971

Gayan Pri Verifye

Verifye Estati Pri pou #179887

Gade sou A' Design Award Kominike Laprès Badj Prim

Koulè

Konsepsyon an

Konsènan In Scene Konsepsyon Eksperyans Mak

In Scene se yon pwogram renouvèlman mak pou yon mak kafe ki baze nan Shanghai. Konsepsyon an itilize teyat kòm yon metafò epi mete konsomatè a anndan sèn nan. Bwat kado a gen yon estrikti eskilti papye twa-pli ki ouvri tankou rido sèn epi li mezire apeprè 300 pa 200 pa 80 milimèt. Yo itilize papye ekolojik ak akseswa metal. Yon kòd pou eskane konekte bwat la ak yon ti tès pèsonalite ki kreye yon kat pou pataje. Magazen yo ajoute limyè, sant ak son pou pwolonje eksperyans kafe a.

Rekonesans lan

Konsènan A' Design Award Bwonz

In Scene Konsepsyon Eksperyans Mak se yon ganyan A' Design Award Bwonz, yon rekonesans ki gen anpil prestij yo bay design ekselan ki make pa kreyativite, enjenyozite ak finès. Ganyan Bwonz yo se objè ki abil anpil e ki kreyatif nan fason ki frape, ki otantifye gwo eksperyans, imajinasyon ak debouyaj designer yo. Yo atann In Scene Konsepsyon Eksperyans Mak pou se yon objè anpil moun estime, admire e renmen, ki pwofesyonèl e inovatè nan fason remakab. Design sa a ki ganyen A' Design Award Bwonz enkòpore pi bon pratik nan atizay, syans, design ak teknoloji, e li ekselan pou atansyon li bay detay. In Scene Konsepsyon Eksperyans Mak satisfè bezwen yon fason espledid, li touche dezi, li chame santiman e li atire kiryozite.

Dèyè Konsepsyon an

Dosye Laprès

Kredi, manm ekip ak detay teknik konseptè a bay.

Pwopriyete Inik: My Scene in Shanghai is an integrated brand renewal strategy for Shanghai Coffee, transforming coffee consumption into an immersive Haipai cultural experience. By combining narrative-driven design, visual identity, packaging, retail scenes, and interactive media, the project turns everyday consumption into a participatory urban performance, positioning the brand as a contemporary cultural symbol of Shanghai.
Dimansyon & Anbalaj: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening, with dimensions approx. 300mm x 200mm x 80mm. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5, mobile-compatible, social media UGC collection, and immersive spatial design with light, scent, and sound, with modular store layouts. The visual system covers brand identity, color palette, graphic language, and dynamic motion graphics, supporting multi-platform outputs including print, digital, and motion.
Etikèt: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Teknoloji Pwodiksyon: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5 testing, social media UGC collection, and immersive spatial design (light, scent, sound). The visual system encompasses brand identity, color palette, graphic language, and dynamic motion graphics.
Defi Dizayn: The core challenge was balancing the brand’s deep historical assets with emotional engagement of contemporary young consumers. Solutions included creating a dramatic narrative framework that turns history into an interactive modern script, designing a role-playing mechanism for users to become active protagonists, and integrating online and offline touchpoints to ensure narrative continuity and immersive experience. This overcame the typical challenge of heritage brands lacking experiential and emotional resonance while considering social context, information availability, and technological feasibility.
Rechèch: Type of Research: Market and user research. Research Objectives: Explore Shanghai coffee market trends, gift consumption motivations, and Gen Z cultural tourism behavior. Methodology: Desktop research and competitive analysis with consumer interviews and data analysis. Data Collection and Tools: Surveys, in-depth interviews, market data, and social media observation. Participants: Primarily Gen Z consumers and coffee enthusiasts. Results: Coffee consumption shifts from functional use to emotional and social experiences. Insights: Gift market emphasizes emotional connection and personal identity expression. Impact: Brands need to transform from traditional heritage image to immersive urban cultural IP, informing strategy, design, and marketing.
Enspirasyon: Inspired by Shanghai's Haipai culture, coffee heritage, and urban memory, the brand traces its origins back to 1935 as a witness to the city's evolving coffee scene. Using theatre as a metaphor, the design positions consumers as protagonists within the coffee experience, inviting them to step into the scene and reconnect with the emotional texture of the city.
Dire Pwojè: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Fliks Operasyon: Users initiate a ritualized experience through the "My Scene in Shanghai" gift box, scanning a QR code to participate in the "Haipai Coffee Moments" personality test, generating personalized cards to share on social media. Offline, participants can visit immersive stores for light-and-shadow check-ins, read the Shanghai Coffee News mini-paper, and engage in pop-up activities, forming a closed-loop experience of unboxing, testing, checking in, sharing, and repurchasing.
Manm Ekip: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Kredi Imaj: Image #1: Illustrator Ziyang Wang, Jiayun Wu and Xingyue Huang, Main Visual and Supporting Design, 2026.
Image #2: Illustrator Jiayun Wu, Promotional Material Design, 2026.
Image #3: Photographer Ziyang Wang, Advertisement Photo, 2026.
Image #4: Illustrator Ziyang Wang, Character and Card Visual Design, 2026.
Image #5: Illustrator Ziyang Wang and Hong Ligu, UI Design and Interaction, 2026.