Youth means vitality, and vitality is the future.
The project is located in the University Town of Shenbei New District, Shenyang, China. In an era where various brand IPs are emerging one after another, one of the challenges of brand transformation is how to renovate and upgrade the old urban area to attract the surrounding new generation Z consumers with a new brand image.
Through a narrative space method, the design focuses on the aesthetic points when the current young consumers visit a store. Themed with fresh delivery, the project creates a scene like street stalls, constructing a dynamic space to fit the brand spirit.
The production process that distinguishes itself from the traditional way is integrated into the space. Guided by the transparent transmission tube, the space is divided into four sections: material preparation, operation, cashier, and retail. Different functional areas are connected in series according to the food production flow. Three LED light strips embedded in the tube extend all the way to create a visual sense of future technology as if outputting freshness continuously. The conveyor belt device has become a display window in both form and spirit, expressing that “The chestnuts are being transported, and the fresh food is about to arrive.”
At night, through the large glass, the silver rocket was doing preparation before setting off.
The design describes futurism with liveliness and romance rather than rationality and restraint. Through visual design such as shape and color, it presents a young and energetic future ambient, making the space lively, vivid and dynamic, so as to connect closely with young consumers.
Doors and tubes appear in the form of arcs instead of edges and corners, and exaggerated and interesting components make the space full of vitality. The cute chestnuts are “transported” to the shelves through the tube, which not only makes the brand image vivid but also stimulates the happy and natural interaction between people and space. By breaking through the traditional single display mode, the design team creates interesting scenes to enhance the experience.
The bright yellow palette matches with metal and light-colored stone of different textures. The products are arranged in three colors as yellow, green, and orange, full of layered beauty. What’s more, the transparent glass reflects the transparency of space.
Exquisite interactive experience design can be seen everywhere. Details such as the placement of shopping baskets, round pick-up spoons, and ergonomic product displays have also become part of the overall design style, enhancing the consumer experience in a silent way.
Along with the new generations of young consumers, it has become a trend to inject more innovative designs into offline retail stores. OYTT DESIGN aims to accomplish a new commercial offline space with emotional value adhering to the concept of “a fresh chestnut delivery station”. Themed with youth and vitality, the project is an exploration of the future commercial space model, which integrates visual design and brand concept to build a new retail center with “vigor and futuristic sense” for nut co., leading a new band space trend, and reshaping the brand image in the minds of the young generation Z consumers. In such a space, everyone who comes can feel the ambient, from acceptance to popularization.
Project name: Nut Co. (Shenyang Jijia Shopping Center)
Project address: Jijia Shopping Center, Daoyi South Street, Shenyang, China
Design firm: OYTT DESIGN
Design creativity: Ouyang Tiao, Jiang Yue
Design execution: Zhou Danfeng
Project area: 64m²
Design time: February 2022
Completion time: May 2022
Main material: stainless steel, art paint, brick
Project Photography: Lu Haha