或者设计 | 廣蓮申點心公园

GRAND LIZ SUPER PARK in HangZhou is the third theme store for GRAND LIZ.

▲项目外观 Front View

公园，是城市中最富余生活气息和民众趣味的场所。每天不同时刻，公园里都演绎着不同人不同的故事，这里就像一个容器，盛满普通民众对生活的热忱与希望。晨练的老人、玩耍的孩童、练乐器、组舞队的叔叔阿姨……公园里每天发生的故事深深烙印在城市发展的历史中。时代快速发展下，各品牌需要不停追寻升级与变化，找到能打动市场的准确切入点是个难题。廣莲申是一个立足于上海的中点品牌，依靠良好的产品力赢得了市场和消费者的认可，在消费者心里是“地方老字号”的存在，受众大多是有一定年纪的叔叔阿姨。这一次品牌升级我们希望廣莲申在不流失原有市场的基础上，能进入年轻人的视野中。我们定下的策略是——将稀松常见的生活感场景作为突破口，让日常的老百姓生活场景既可以连接廣莲申品牌身上的上海文化与地域产品优势，又可以通过老场景新尝试的方法做大胆的突破，做到与年轻人对话，实现品牌年轻化的升级，同时摆脱现在泛滥的“国潮中点”的局面，从而真正的创造出属于廣莲申自己的文化内容。以这样的设计思路进行下，品牌接下来的设计升级之路变得清晰起来，市集、公园、弄堂…等可以成为我们抓取的概念场景。

Park is the place with the richest life and the people’s interest in a city. At different times of the day, different stories of different people are played out in the park. It is like a container filled with the enthusiasm and hope of ordinary people for life. Elderly people doing morning exercises, children playing, uncles and aunts practicing musical instruments and forming a dance team… The stories that happen every day in the park are deeply imprinted in the history of the city’s development. Currently, brands are pursuing upgrading and changes, but they could not find the starting point. GRAND LIZ is a brand of Chinese dessert based in Shanghai. Being the “local time-honored brand” in consumers’ mind, It had won the recognition from consumers with great product power in recent years, with those middle-aged or even older group serving as the main customers. In terms of the brand upgrading this time, we would like to make GRAND LIZ be a choice for youngsters on the basis of maintaining its original market. Our final strategy is as below： We will take the scenes representing Shanghai life as the acting point. On one hand, it could connect the Shanghai culture contained in the brand with the regional product advantages; on the other hand, great breakthroughs could be made through old scenes and new attempts. In this way, the brand rejuvenation could be realized through the dialogue with youngsters and the cut and dried “China chic” would be got rid off. The distinctive cultural content for GRAND LIZ itself would thus be created. Bazaar, park and alley serve as conceptual scenes utilized by us.

▲售卖窗口 sales window

▲售卖窗口，也可以作为拍照打卡的场景 sales window，check-in zone

▲售卖窗口细节 Sales window details

我们将产品的销售与生产都贯穿到公园的场所氛围中，空间材料与颜色都从市民公园中最有代表性的元素里提取——报刊亭、小卖部、花型围栏、步道，公园长椅，篮球架，甚至矮石墩…这一切的细节都在给顾客“还原”一个市民公园的样子，但又是一个通过巧妙设计和重组升华后的“日常市民公园场景”，我们希望呈现给消费者的是一个年轻、时尚、有话题性、有分享欲望的新零售空间。

We will integrate sales and production into the atmosphere of park. Besides, materials and color in the space are extracted from most representative elements of the park, such as Newsstands, commissaries,fences,trails,benches, basketball hoops, and even boulders… All of the details“restore”the face of a park as what it should be. Meanwhile, a “daily scene in the park” is presented through ingenious design,reorganization and upgrading. We are striving to present a fashionable new retail space which is full of young elements, hot topics and sharing desire.

▲室内空间概览 Overview of the interior space

▲客座区 seating area

▲客座区细节 details of the guest area

▲周边产品展示区 Peripheral product display area

▲收银区 cashier

▲售卖区 Sales area

▲自助购物区 Self-service area

这是廣莲申品牌升级道路上继“廣莲申点心市场” “廣莲申点心公园-上海”后的又一次尝试，后续我们还会带来廣莲申各种不同的主题店，呈现完全不同的消费场景。我们希望消费升级并不仅仅局限于“装饰”的表面改变，而是从内而外持续性的输出属于当下的有趣内容，并且使内容能触发消费者自发的宣传和推广行为，通过内容、场所、产品等等与消费者保持积极的对话，保持品牌的新鲜感和趣味性。

It is a new try for GRAND LIZ, which indicates a new start. We will establish the theme store of GRAND LIZ SUPER PARK and the theme store of GRAND LIZ SUPER ALLEY in the next step to present completely different consumption scenes. In our mind, consumption upgrading is by no means the simple change of “decoration”in the surface. In fact, it implies the output of present content from the inside out, the constant dialogue with consumers through content, site and products and the everlasting freshness.