In Scene Moralo oa Boiphihlelo ba Lebitso la Khoebo ka Ziyang Wang

Moralo oa In Scene Moralo oa Boiphihlelo ba Lebitso la Khoebo ka Ziyang Wang ke mohlodi oa khau e hlomphehang haholo ya 2026 Moputso oa Boronse oa A' Design Award Mokhahleong oa Tlhodisano oa Moralo wa Papatso, Kgwebo le Puisano.

BoronsePapatso· 2026

In Scene Moralo oa Boiphihlelo ba Lebitso la Khoebo

ka Ziyang Wang

Moreki: Zhejiang Wanli University

Mohlodi oa Moputso oa Boronse oa A' Design Award Mokhahleong oa Papatso

7,971

Mohlodi oa Khau ea Netefaditsweng

Netefatsa Boemo ba Khau bakeng sa #179887

Sheba ho A' Design Award Tokollo ya Boraditaba Baeche ya Moputso

Mebala

Moralo

Mabapi le In Scene Moralo oa Boiphihlelo ba Lebitso la Khoebo

In Scene ke lenaneo la ntlafatso ea lebitso la khoebo bakeng sa lebitso la kofi le thehiloeng Shanghai. Moralo o sebelisa lebala la boithabiso e le papiso 'me o beha moreki ka hare ho ketsahalo. Lebokose la mpho le na le sebopeho sa pampiri se menoang habararo se bulehang joaloka likharetene tsa sethala 'me le lekana hoo e ka bang limilimithara tse 300 ka tse 200 ka tse 80. Ho sebelisoa pampiri e sa senyeng tikoloho le lisebelisoa tsa tšepe. Khoutu e skenoang e hokahanya lebokose le teko e khutšoanyane ea botho e etsang karete e ka arolelanoang. Mabenkele a eketsa leseli, monko le molumo ho atolosa boiphihlelo ba kofi.

Kamohelo

Mabapi le Moputso oa Boronse oa A' Design Award

In Scene Moralo oa Boiphihlelo ba Lebitso la Khoebo ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. In Scene Moralo oa Boiphihlelo ba Lebitso la Khoebo e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. In Scene Moralo oa Boiphihlelo ba Lebitso la Khoebo e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Ka Mora Moralo

Sete ya Boraditaba

Litlhaku, ditho tsa sehlopha le lintlha tsa botekgeniki tse fanoeng ke moetsi wa moralo.

Boleng bo Ikhethang: 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.
Boholo le Phuthelo: 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.
Lithegi: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Theknoloji ya Tlhahiso: 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.
Phephetso ya Moralo: 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.
Dipatlisiso: 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.
Kgothaletso: 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.
Nako ya Projeke: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Tsamaiso ya Mosebetsi: 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.
Litho tsa Sehlopha: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Litlotla tsa Setshwantsho: 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.