或者设计 | 廣蓮申點心便利上海美罗城店

点心便利是廣莲申第三个主题店。

GRAND LIZ SUPER STORE is the third theme store of GRAND LIZ.

▲项目外观 Front View

▲室内空间概览Overview of the interior space

▲项目外观 Front View

▲项目门头细节 Project door details

▲项目外观 Front View

成年人的崩溃在一瞬间，快乐却在便利店。便利店给这个时代的年轻人带来了安全感，这里是吃货的天堂，是学生党和上班族的食堂，更是休憩闲散打发时间的好地方。便利店是很多故事发生的地方，有趣的、伤心的、浪漫的……太多的故事可以从这里开始。便利店在每个人生活里都不可或缺。

The collapse of adults is in an instant, but the happiness is in the convenience store. Convenience stores bring a sense of security to young people in this era. This is a paradise for foodies, a canteen for students and office workers, and a good place to relax and pass the time. Convenience stores are places where many stories take place, funny, sad, romantic. . . Too many stories could start here. Convenience stores are indispensable in everyone’s life.

▲ 自动贩售机 vending machine

▲ 产品冰柜和全自动冰淇淋制作机 Product freezers and fully automatic ice cream makers

▲ 全自动冰淇淋制作机 fully automatic ice cream makers

▲ 中央的产品展示环岛让顾客到店后的动线变得清晰，店内人数即使再多也不会影响购物体验和付款时的秩序 The product display roundabout in the center makes the flow of customers clear after they arrive at the store. No matter how many people are in the store, it will not affect the shopping experience and the order of payment

▲ 产品展示环岛 Product display roundabout

▲ 入口处装购物篮的道具车 Prop cart with shopping basket at the entrance

▲ 产品冷藏柜 Product Freezer

▲ 周边产品展示架 Peripheral product display stand

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、便利店…等都可以成为我们抓取的设计概念场景。

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.

▲轴侧分析图 Analysis

▲原料传送装置 Raw material transfer device

▲现烤区 Baking area

▲高饱和度的粉白相间的棋盘格花纹从地板铺满到墙面，像是漫画里的场景The highly saturated pink and white checkerboard pattern spreads from the floor to the wall, like a scene in a comic

▲空间立面效果 space façade effect

▲ 产品冷柜区 Product Freezer

▲ 冷柜里整齐摆放的产品也是“值得打卡”的拍照点之一 The neatly arranged products in the freezer are also one of the photo spots “the worth checking in”

我们将产品的销售与生产都贯穿到便利店的场所氛围中，我们从便利店中获取了很多灵感，让它还是那个大家熟悉温暖的地方，明亮的灯光，琳琅满目的货架，窗口前可以歇脚的凳子，门口自助售卖的设备等等。但我们希望廣莲申点心便利店还应该像是漫画场景中的便利店，集合着现实场景中鲜少出现的夸张元素，能满足便利店给人们的各种想象：高饱和度的粉白相间的棋盘格花纹从地板铺满到墙面，入口处窗口里一支机械手臂为客人制作不同口味的冰淇淋，头顶空中“飞”着装满食物的特制传送盒，旋转的欢迎灯箱等等。热闹，科技，漫画配色，烘焙的香气，丰富的周边物料，这些元素集合在一块儿，让点心便利店给来往的客人路人留下了深刻印象。这正是我们希望呈现给消费者的购物场景：一个年轻、时尚、有话题性、有分享欲望的好玩儿新零售空间。

We integrate the sales and production of our products into the atmosphere of the convenience store. We were inspired a lot by the convenience store and make our store a familiar and warm place with bright lights, a variety of shelves with dazzling goods, and a place with self-service equipment at the door and stools on which people could rest in front of the window. Also we hope that GRAND LIZ SUPER STORE be like a convenience store in comics, gathering the exaggerated elements that rarely appear in real scenes to satisfy people’s various imaginations of convenience stores： checkerboard pattern spreading from the floor to the wall with highly saturated pink and white squares, a mechanical arm in the window at the entrance making ice cream of different flavors for the guests, a special delivery box full of food “flying” in the air above the head, a rotating welcome light box, etc. Liveliness, technology, color matching of comics, aroma of baking, rich culturally-related materials. All these elements are added together to enable the GRAND LIZ SUPER STORE to leave a deep impression on the guests and passers-by. This is exactly the shopping scene we hope to present to consumers： a fun new retail space that is young, fashionable, topical, and eager to share.

▲展示墙面display wall

▲收银区 cashier

▲展示墙细节 detailsx

▲收银区 cashier

▲细节 details

▲售卖区 Sales area

▲产品冷藏柜 Product Refrigerator

▲收银区 cashier

▲细节 details

▲顾客可以在这里购买到全自动机械臂制作做的冰淇淋 Customers can buy ice cream made by fully automatic robotic arms here

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”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.