In Scene Rancangan Pangalaman Merek dek Ziyang Wang adolah pamenang nan sangaik tahormat dari A' Design Award Gangsa 2026 nan sangaik prestigius dalam Kategori Kompetisi Periklanan.
GangsaPeriklanan· 2026
In Scene Rancangan Pangalaman Merek
dek Ziyang Wang
Klien: Zhejiang Wanli University
Pamenang A' Design Award Gangsa dalam Kategori Periklanan
Pamenang Pangharogaan Taverifikasi
Verifikasi Status Pangharogaan untuak #179887Desain
Tantang In Scene Rancangan Pangalaman Merek
In Scene adolah program pambaharuan merek untuak sabuah merek kopi nan bapusek di Shanghai. Rancangan ko manggunoan teater sabagai kiasan sarato manampekkan konsumen di dalam adegan tu. Kotak kado nyo punyo struktur patuang karateh lipek tigo nan tabukak bak tirai panggung jo ukuran sakitar 300 kali 200 kali 80 milimeter. Karateh ramah lingkungan jo pakakeh logam digunoan. Kode nan dipindai maubuangkan kotak tu ka tes kapribadian singkek nan mambuek kartu untuak dibagikan. Kadai-kadai manambahkan cahayo, aroma, jo suaro untuak mampaluas pangalaman minum kopi.
Pangakuan
Tantang A' Design Award Gangsa
In Scene Rancangan Pangalaman Merek adolah pamenang A' Design Award Gangsa, sabuah pangakuan nan sangaik bapresti nan dibarikan ka rancangan nan cemerlang nan dicirikan dek kreativitas, kacerdikan jo kabijaksanaan. Pamenang Gangsa adolah karya nan cukuik mahir jo kreatif sacaro mangesankan nan mamastikan pangalaman nan luas, imajinasi jo kacerdikan parancangnyo. In Scene Rancangan Pangalaman Merek dipaokan manjadi bando nan sangaik dihormati, dikagumi jo disayangi, nan profesional jo inovatif sacaro nampak. Rancangan nan manang Gangsa iko mamuek praktik tabaik dalam seni, ilimu, rancangan jo teknologi jo cemerlang dalam parhatian ka rincian. In Scene Rancangan Pangalaman Merek mamanuhi kaparluan jo elok, manyantuah karinduan, mamikaik parasaan jo manarik raso ingin tahu.
Di Baliak Desain
Kit Pers
Kredit, anggota tim jo rincian teknis nan disadioan dek perancang.
- Sifat Unik
- 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.
- Dimensi & Kemasan
- 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.
- Tag
- Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
- Teknologi Produksi
- 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.
- Tantangan Desain
- 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.
- Penelitian
- 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.
- Inspirasi
- 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.
- Durasi Proyek
- The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
- Alua Operasi
- 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.
- Anggota Tim
- Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He - Kredit Gambar
- 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.
Disponsori
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