一百年 · 品牌生长，文脉赓续
老字号的更新，是更新设计的重要创意板块，始于空间吸睛，却立于营销的底层逻辑与在地精神，指向商业活力，文化复兴等多维价值更新。此次茂昌眼镜这一品牌的旗舰店焕新，海派文化的赓续，专业精度的恒久，与潮流艺术的主张。一一写入空间的幻变，是对品牌全新定位的深层诠释。
The renewal of time-honored brands is an important creative aspect of design innovation. It begins with eye-catching spaces but is rooted in the underlying logic of marketing and local spirit. It aims to revitalize commercial vitality and cultural revival among other multidimensional value updates. The recent renovation of Maochang Eyewear’s flagship store embodies the continuation of Shanghai-style culture. It combines enduring professional precision with the advocacy of trendy art, all of which are reflected in the transformation of the space. It provides a profound interpretation of the brand’s new positioning.
基于空间主线，设计由内而外再塑骨与肉，以年轻化策略与品牌积淀升级两大维度，双向构建品牌独特的立体识别，助力升级品牌当下核心价值，讲好老字号的未来新故事。
Based on the spatial mainline, the design reshapes the bones and flesh from the inside out, with a focus on rejuvenation and brand upgrading, to build a unique three-dimensional brand identity in both directions, helping to enhance the current core value of the brand and tell a new story of the old brand.
“在这里，看见上海”
“See Shanghai here”
创立于1923年的茂昌眼镜，与上海这座城市一起追随着时间奔跑向前，可谓是海派文化的一脉缩影。
Established in 1923, Maochang Glasses, together with the city of Shanghai, has been running forward with time, representing a condensed reflection of the Shanghai style culture.
“镜”是媒介，百年品牌，溯源根脉；“境”是流转，时间更迭，虚实两生；以镜中观世，窥一斑，观上海，向左有底蕴，向右见焕新。
“Mirror” is the medium, a century-old brand with deep roots; “Realm” is the flow, the passage of time, the coexistence of reality and illusion; through the mirror, glimpses of Shanghai, with heritage on the left and renewal on the right.
01
拥抱年轻 撬动流量
Embrace the youth and leverage traffic
一层空间指向品牌的年轻化焕新，以流量撬动老字号的活力复兴。依据品牌型格提取，创意而生的IP“茂昌精灵”，幻形后以雕塑形态，立于中心展示区，是初入空间后的欢迎仪式，亦是品牌识别与文化烙印。商业逻辑先行，复合场域兼容，咖啡文化，百变秀场，潮酷艺术，生活在平行时空的集合，打开了聚流年轻人的主张按钮。
The first level of space points to the rejuvenation of the brand, leveraging the vitality of the old brand through traffic. Based on the brand’s personality, the creative IP “Maochang Elf” is born. After transforming into a sculptural form, it stands in the central display area, serving as a welcome ritual upon entering the space, as well as a brand recognition and cultural imprint. With a business logic first approach, the composite field is compatible, incorporating coffee culture, versatile fashion shows, trendy art, and a collection of parallel time and space, opening the button to attract young people.
IP设计：茂昌精灵
IP Design： Maochang Elf
▲上海圆周率广告有限公司 Shanghai Pi Advertising Co., Ltd.
TA是代表着茂昌意识形态的“ 镜灵”，TA的眼力可以超越空间和时间，看到过去和未来。TA会随着环境的变化而呈现出不同的模样，带人们回忆起海派文化的繁华，激发人们对于美好未来的想象与憧憬。“茂昌眼镜店” “是TA的居所，这家在上海屹立了百年的眼镜店，见证了上海的时尚潮流变迁，初心从未改变。100年内形形色色的人在茂昌的门店进进出出，而 茂昌精灵作为时尚的观察者透过橱窗感知着这一切，用身体定格这座城市的包容与繁华。TA富于幻想且热爱新奇，TA生而不凡， 潮流与时尚是TA的代名词。TA通过观察到的最潮流最尖端的时尚重塑自己，也渴望把时尚带给大家。
TA represents the ideological spirit of Maochang, and its vision can transcend space and time, seeing the past and the future. TA changes its appearance with the environment, evoking memories of the prosperity of Shanghai style culture and inspiring people’s imagination and longing for a better future. “Maochang Glasses” is TA’s residence, a century-old glasses shop that has stood in Shanghai, witnessing the fashion trends and changes of the city, with an unchanged original intention. Over the past 100 years, people from all walks of life have come in and out of Maochang’s stores, and the Maochang Elf, as a fashionable observer, perceives everything through the shop window, capturing the inclusiveness and prosperity of the city. TA is imaginative and loves novelty, born extraordinary, and synonymous with trend and fashion. TA reshapes itself by observing the most trendy and cutting-edge fashion and desires to bring fashion to everyone.
▲咖啡区爆炸图 Explosive map of the coffee area
咖啡，是“在这里看见上海”的第一眼识别。当100岁的茂昌眼镜，携手88岁的上咖咖啡，根植于城市文脉的DNA双倍加持。历经时间考验后的意气相投，转化为更契合当下年轻人的行动暗号，精致腔调，转译新潮，变中藏永恒。
Coffee is the first visual recognition of “See Shanghai here”. When the 100-year-old Maochang Glasses joins hands with the 88-year-old Shangka Coffee, they are doubly blessed with the DNA rooted in the city’s culture. After being tested by time, their like-mindedness is transformed into a more suitable action code for young people, with exquisite style, translating into new trends, and hiding eternity in change.
▲Wonderlabs 上海良晓信息科技有限公司 Wonderlabs Shanghai Liangxiao Information Technology Co., Ltd.
旧时记事与当下真实，以插画的形式，置于金色咖啡之河的光影变幻中，链接起茂昌品牌乃至上海风貌的前世今生，复古摩登与现代时尚，以一个片段交棒传承。镜中有境，风土人情百年的迭代，沧海桑田，初心未改，品牌牵线，召唤出时间里的故事。
The connection between past memories and present reality is illustrated through illustrations placed in the changing light and shadow of the golden coffee river, linking the past and present of Maochang brand and even the Shanghai style. Retro modern and contemporary fashion are passed down through a fragment. The mirror reflects the realm, the iteration of local customs and the changes of a century, witnessing the changes of the sea and the steadfastness of the original intention, connecting the brand and summoning stories from the past.
▲眼镜传送带 Glasses conveyor belt
生活交集，精神共生。刻入上海人灵魂中的咖啡DNA，与相伴上海百年时光的茂昌生活片段，以不同生活面的融合，互语海派的精神交集。微缩的瓶中景观，“回转眼镜”的妙语，将文脉的时间淬炼，转译为更年轻的空间语言，在这里，看见上海的潮趣腔调。经设计语言的重新编程，老字号里衍生出新的文化与商业双面价值。
Life intersects, spirits coexist. The coffee DNA engraved in the soul of Shanghai people, together with the Maochang lifestyle fragments that have accompanied Shanghai for a hundred years, merge in the fusion of different aspects of life, communicating the spirit of Shanghai style. The miniature bottle landscape and the clever words of “Rotating Glasses” condense the time of heritage into a younger spatial language, where you can see the trendy and interesting side of Shanghai. Through the reprogramming of design language, new cultural and commercial values are derived from the old brand.
向外昭示，对内引流。基于商业的逻辑，橱窗全面打开，视觉吸引是关注法则，潮流生活以精神暗语。上咖咖啡与茂昌品牌的联名始终贯穿，“闻香识镜，啡尝上海” 的生活方式融合，不动声色静置于细部的视觉与体验展开中。
Outward manifestation, inward attraction. Based on the logic of business, the shop windows are fully open, visual attraction is the rule, and trendy life is conveyed through spiritual codes. The collaboration between Shangka Coffee and Maochang brand is always present, integrating the lifestyle of “Smell the fragrance, recognize the mirror, taste Shanghai” silently in the visual and experiential unfolding.
▲时空棱镜回廊 Space-time prism corridor
▲张文绮插画设计
动线为引，休闲区给了聚流落脚的触点。半围合的惬意，一面以开放通达城市的当下光景，一面以插画穿越至上海的旧时光，顶部装置聚焦，释放潮流与科技感，边柜的品牌展示亦是场域的参与者，共融为海派文化承续和生活方式的秀场，
The flow line leads, the leisure area provides a gathering point for the crowd. The semi-enclosed comfort, one side showcasing the current scene of an open and accessible city, the other side traversing the old times of Shanghai through illustrations, the top installation focuses, releasing trend and technology, and the brand display on the side cabinet is also a participant in the field, blending into the continuation of Shanghai style culture and the showcase of lifestyle.
▲一镜到底看魔都 A comprehensive view of the magic city
精度守恒，续写看见。镜头的装置，暗藏玄机，呼应空间的品牌属性。橙色手柄是开启奇妙体验的魔法棒，放大镜随色彩幻变镜语，随着经度的转动，“一镜到底看魔都”的语句连贯，以眼镜图示幻形的行业属性昭示，让魔幻的上海，透过品牌的镜片，成为此刻的“看见”。
Precision remains, continuing to see. The installation of the lens hides a mystery, echoing the brand attributes of the space. The orange handle is a magic wand that opens up a wonderful experience, and the magnifying glass changes color to reflect the language of the mirror. With the rotation of the longitude, the statement “See the magic of Shanghai with one lens” is connected, symbolizing the industry attributes of the glasses through the visual representation, allowing the magical Shanghai to be seen through the lens of the brand at this moment.
所有奇妙的体验，都旨在圈粉年轻群体的创新，凝练为茂昌品牌的年轻力脉络。咖啡物语，在镜境互融下多维述情，吊挂咖啡的形态，是生活热爱里提炼出的艺术造诣，瞬间盘活整个场域的审美高度。一系列新海派生活的集合，从符号里生长出的空间气质，持续递进着设计对品牌占领年轻人心智的赋能。
All the wonderful experiences are aimed at attracting young people and are condensed into the youthful vitality of the Maochang brand. The coffee story, intertwined with the mirror realm, tells a multi-dimensional narrative. The hanging coffee forms, refined from the love of life, instantly activate the aesthetic height of the entire space. A series of new Shanghai style life collections, growing from symbols, continuously empower the brand to occupy the minds of young people through design.
▲装置艺术区 Art installation area
▲3#展柜 Exhibition cabinet 3#
现代质感的肌理中，复古腔调是延续性的过渡，昭示空间的更新，是老字号品牌立足于百年积淀的重新启航。
横梁与立面，镜头隐语，镜面幻境，皆成为赋能为背景，眼镜形态的简笔标识贯穿烙印，与茂昌logo中的“O-C”表达一脉相承，从空间识别，到品牌识别，精微至品牌的点滴元素，海派文化，潮流艺术与领先技术，共同助力品牌完成茂昌老字号深度链接年轻用户的触点。
In the modern texture of quality, the retro style is a continuous transition, indicating the renewal of space and the re-launch of century-old brands.
Beams and facades, hidden messages in lenses, mirrored illusions, all become empowering backgrounds, and the simple sketch logo of glasses runs through as a brand imprint, expressing the same lineage as the “O-C” in the Maochang logo. From spatial recognition to brand recognition, down to the smallest elements of the brand, Shanghai culture, trendy art, and leading technology all work together to help the brand establish a deep connection with young users.
▲4#展柜 Exhibition cabinet 4#
▲5#展柜 Exhibition cabinet 5#
“隐秘之镜”的主题设定，是隐形眼镜在营销层面唤醒老字号活力的生发，再一次主动拥抱年轻消费的破局密码。镜界绿提取自品牌企业色，自带活力的焕新加持。佐证百年发展的时间历练，则交给了曾经玫红为主场的品牌行走路径。
The theme of “Hidden Mirror” is set to awaken the vitality of century-old brands in the marketing aspect of contact lenses, once again embracing the breakthrough password of young consumerism. The green color of the mirror world is derived from the brand’s corporate color, bringing a vibrant renewal. The time and experience of a hundred years of development are entrusted to the brand’s previous path dominated by pink.
旧时光里的老上海中药柜形态，品牌色经时间洗礼后的更迭，都在以回溯的姿态，讲述百年茂昌在验光技艺上的百年沉淀。品牌眼镜的幻形，始终成为品牌的烙印，在验光室具象为“L”与“R”的双眼意向，与当下最先进的仪器加持着这一空间的沉浸式体验。以时间为锚定，形态与技术是变量，精度则成为守恒的工艺标签。
The form of the old Shanghai medicine cabinet in the old times, the evolution of brand colors over time, all tell the century-old accumulation of Maochang in optometry. The transformation of brand glasses has always been the brand’s imprint, concretely represented as the intention of “L” and “R” in the optometry room, and is enhanced by the most advanced instruments of the present, creating an immersive experience in this space. With time as the anchor, form and technology as variables, precision becomes a constant craft label.
▲9#展柜 Exhibition cabinet 9#
▲眼镜logo衍变 Evolution of the glasses logo
防滑条，探索境，提示墙，玫红色以比例之美化身为不同功能，微部的匠心担纲着最恰如其分的体验感。色彩的对撞，以极具冲击力的大胆创新，成就最适合打卡主义的视觉符号，精准抓住了吸引流量的正确打开方式。
Anti-slip bars, exploration areas, hint walls, the pink color takes on different functions in proportion, and the meticulous craftsmanship carries the most appropriate sense of experience. The contrast of colors, with bold and impactful innovations, creates visual symbols that are most suitable for “check-in” culture, accurately capturing the correct way to attract traffic.
楼梯成为一二层不同功能属性的分水岭，以材质，色彩，完成了到由引流到落客的衔接，设计原创品牌平面体系，亦在此处发挥了视觉与行为的暗示，成为空间动线上的指示。
The staircase becomes a watershed for different functional attributes on the first and second floors, using materials and colors to complete the connection from attracting customers to serving customers, and the original brand graphic system is also implied here, playing a role in visual and behavioral cues, serving as indicators on the spatial circulation.
马赛克的艺术天赋，水洗石的质感肌理，如影随形的品牌logo烙印，茂昌品牌新形象的升级，精神的符号转译，到局部材质的调性定位，处处皆是品牌焕新后，与人多维立体的沟通互语，设计依托空间，重新构建一整套品牌识别的视觉语言，烙印着百年茂昌品牌的新生态体系。
The artistic talent of mosaics, the texture of washed stones, and the brand logo that follows like a shadow, the upgrade of Maochang’s brand new image, the translation of spiritual symbols, and the positioning of local materials, all communicate with multidimensional interactions, relying on the design of the space to reconstruct a complete set of brand recognition visual language, imprinting the new ecological system of Maochang’s century-old brand.
02
海派腔调 内核承续
Shanghai style with a continuous core
▲扩香装置 Scent diffusion device
咖啡以原生态的生活方式的引入，伏笔于二层中庭展台的风味造景里，循着“闻香识镜”的脉络一路行走，完成了从一层流量吸引，到二层的无间过渡。
转折有关联，定位见差异，相较于一层的流量撬动年轻消费的理念，二层更侧重于与品牌共同经历过岁月的怀旧群体，精诚的同频契合，高阶的细化服务，锚定了这一层的空间基调，强化了老字号代际传承的固原。
The introduction of coffee as a primitive lifestyle is foreshadowed in the flavor landscape of the second-floor atrium booth, following the thread of “smelling fragrance to recognize mirrors”, completing the transition from attracting traffic on the first floor to the seamless transition on the second floor.
The transition is related, and the positioning sees differences. Compared to the first floor’s concept of leveraging traffic to attract young consumers, the second floor focuses more on the nostalgic group who have experienced the brand together, with sincere resonance and high-level refined services, anchoring the spatial tone of this floor and strengthening the originality of the century-old brand.
▲6#展柜 Exhibition cabinet 6#
在二层的创意逻辑中，设计更倾向于品牌的全体系化架构，空间以局部到细节，皆是体现历久弥新的质感定制。茂昌品牌新logo大篇幅的视觉昭示，细部的反复强化，可移动缴配台的装置艺术，悬空边柜的轻盈尺度，全部纳入了更新的品牌焕新体系，视觉艺术之外，空间的所有落笔，都在聚焦，重塑整一品牌调性。
In the creative logic of the second floor, the design tends to be a holistic architecture of the brand, and the space, from the overall to the details, reflects a timeless customized texture. The large-scale visual display of Maochang’s new brand logo, the repeated reinforcement of details, the artistic installation of movable payment and fitting counters, and the lightness of the suspended side cabinets, all incorporate the updated brand renewal system, and beyond visual art, every stroke in the space focuses on reshaping the brand’s overall tone.
▲1#展柜 Exhibition cabinet 1#
▲木偶巡游记 Puppet parade
在这里，看见上海的海派腔调。兴起于初识，老字号之于初代消费者，早已超越了营销层面的关系，晋级为深厚的生活依恋与文化情感。复古里的共同记忆凝练为不将就的质感格调，怀旧情结与当下生活碰撞，与老朋友的礼遇升级，以新镜界久违相“愈”。
Here, you can see the Shanghai style of the “Haipai” culture. The relationship between century-old brands and the first generation of consumers has long surpassed the level of marketing, evolving into a deep attachment to life and cultural emotions. The shared memories in the retro era condense into a quality style that refuses to compromise, colliding nostalgia with contemporary life, and upgrading the treatment from old friends, allowing the new “mirror world” to return.
空间的表达，聚于海派生活“精雅”的点滴之上，致敬老字号历史底蕴与文化内涵的同时，亦是在赞美对茂昌品牌始终持有强烈认同的同频契合，品牌积淀的烙印无处不在，恰是老字号忠于新老承续的商业逻辑。
The expression of space focuses on the “elegance” of the Haipai lifestyle, paying tribute to the historical heritage and cultural connotations of century-old brands, while also praising the strong identification and resonance with Maochang’s brand. The imprint of brand accumulation is everywhere, faithfully adhering to the commercial logic of continuity between the old and the new.
▲7#展柜 Exhibition cabinet 7#
一屉一天地，一格一镜界，百年品牌的焕新，向细部落笔，向积淀深挖。
One drawer, one world; one frame, one mirror world. The renewal of a century-old brand delves into the details and deepens the accumulation.
内外兼修，貌恭仪诚，方是尊崇的待客之道，VIP的最高礼遇，自成一方天地，老上海风貌插画艺术的怀旧气息，隐喻百年积淀的赤诚，高级定制的工匠精神，是老字号恒守向内探索的精致精神，穿越时间，在优雅有节里，再次看见上海的老克勒主义哲学。
Balancing both internal and external, with a respectful and sincere appearance, it is the way to treat guests with respect. The highest VIP treatment creates its own world, with the nostalgic atmosphere of old Shanghai’s illustration art, symbolizing the sincere dedication of a century-old heritage and the craftsmanship spirit of high-end customization. It represents the delicate spirit of exploration within the century-old brand, transcending time, and once again seeing the philosophy of old Shanghai’s “Kule” in an elegant and restrained manner.
华灯初上，灯箱路招，复古插画，与店内空间遥遥对话，“在这里，看见上海”的另一面风景，融于上海这座城，浓缩为一方海派的缩影。四时各异，昼夜不息。一百年的前世，茂昌眼镜以今生的焕新“镜界”，再次出发！
As the lights come on and the lightbox signs, retro illustrations engage in a dialogue with the interior space, presenting another side of “seeing Shanghai” that is integrated into the city and condensed into a microcosm of the Haipai culture. Different in every season, day and night never cease. The past hundred years, Maochang glasses embark on a new journey with the renewal of the “mirror world” in this life!
▲轴测图 axonometric drawing
项目信息——
项目地点：上海淮海中路642号
项目面积：388㎡
委托方：上海三联（集团）有限公司
设计机构：更新设计
主创设计师：周游
更新设计团队：廖金燕、胡翚羽、关迪、郑莹、谭云龙、雷依邻、肖伊君、邱裕海、朱瑞英、邓珺彧
灯光设计团队：MLTD 暮恩灯光设计（上海）有限公司
图纸深化设计师：房佳玮
品牌策划机构：上海圆周率广告有限公司
多媒体信息机构：Wonderlabs 上海良晓信息科技有限公司
插画设计师：张文绮
撰稿文案：清歌传媒
摄影师：LLAP建筑摄影
Project Information——
Project Name：“MAOCHANG 1923 Mirror World” Brand Retail Store
Location：642 Huaihai Middle Road, Shanghai
Area：388 sqm
Client：Shanghai Sanlian (Group) Co., Ltd.
Design Firm：Update Studio
Chief Designer：Zhou You
Design Team：Liao Jinyan, Hu Huiyu, Guan Di, Zheng Ying, Tan Yunlong, Lei Yilin, Xiao Yijun, Qiu Yuhai, Zhu Ruiying, Deng Junyu
Lighting Design Team：MLTD Moonlight Design (Shanghai) Co., Ltd.
Drawing Designers：Fang Jiawei
Brand Planning Agency：Shanghai Pi Advertising Co., Ltd.
Multimedia Information Agency：Wonderlabs Shanghai Liangxiao Information Technology Co., Ltd.
Illustration Designer：Zhang Wenqi
Copywriter：Qingge Media
Photographer：LLAP Architectural Photography
