Chongqing is a historical city with a cultural heritage of 3,000 years. It is the youngest municipality in China and the largest tourist network in China. The heavy buildings, the main roads and the bridges on the hills are the bridges, and the layers are stacked up, which constitutes the scene of the beautiful and beautiful mountainous city in Chongqing. Especially in the evening, thousands of lights are shining and shining like the sky in the sky. Because of the familiarity, these heavy human environments give us too much inspiration. From the outside, we can see that we use a fully transparent floor-to-ceiling glass design, which makes the merchandise category, scene story, depth relationship, and cross-industry integration clearly visible. From a distance, we begin to attract consumers’ attention and can observe the main clues of the story. ——The light rail track smashes inside and pulls the consumer to travel inside.
▼旗舰店外观，采用全透明的落地玻璃设计，exterior view of the flagship store with a fully transparent floor-to-ceiling glass design
▼旗舰店入口，the entrance of the flagship store
In the process of project establishment, our team analyzed the brand positioning of Suning JiWu, the location of Chongqing Raffles project, and the consumer groups facing it. Finally, we decided to use Chongqing’s urban culture as the core to write Chongqing’s scenes with well-known scenes. story. For example, the art of yellow banyan tree, the light rail car body with books, the roof of the installation hall, the pier of the Lizi dam, etc., which are only visible in Chongqing, are carried out twice by modern means. Design, the formation of a new symbol unit. The light rail track enters from the entrance, passes through the yellow banyan tree, skips the hanging foot, circling to the central area, and tightly surrounding the central library. The whole track is embodied in a bookshelf, which is connected in series to meet the needs of the store books. Around the central library in the light rail track, the top is covered with the installation of the roof of the large auditorium. The bookshelf in the field radiates outward in the form of concentric circles. The rest of the stairs is high and low, resembling the mountains and fitting to Chongqing. The name of the mountain city.
▼旗舰店爆炸轴测图，exploded axon of the flagship store
We put these unit symbols of Chongqing classic elements from the outside to the inside, organically connected together, giving them a relationship in a specific environment, creating the subdivision of Suning JiWu and the prototype of the overall scene. , set the product category. At the same time follow the business logic expressed by the commercial space design, all the symbolic buildings and commodities are connected through a luminous track filled with books, in addition to confessing the dynamic relationship and the divisional commodity logic, it also expresses our A tribute to Chongqing’s cities and culture.
▼旗舰店室内局部，所有的符号建筑和商品，都通过一条装满图书的发光轨道连接到一起，partial interior view of the flagship store, all the symbolic buildings and commodities are connected through a luminous track filled with books
With the scene design, what we need is to integrate the goods into a real store. We carried out a comprehensive analysis of each item, function, position, style, display method, material, and the degree of integration with the environment, etc. Finally, we took the smear and almost loaded every product and ornament. It is a series of very intense work content, in order to see the state of all the goods entering the store, and then make a full-effect rendering of the scene, so that everything is clear.
▼黄桷树造型的华为5G+IOT区，the Huawei 5G+IOT in the form of the yellow eucalyptus
▼中央图书馆，the central library
▼咖啡区，the cafe area
The second order of the central library, with the words “Yanjiyou”, is a round-shaped space similar to the temple. We not only made the lighting fixtures on the roof of the grand auditorium, but also raised the terrain with circular steps. Forming a middle and high four-week environment, this circular library not only has a large number of books to be read, but also is the largest commercial oasis point in the whole audience. When consumers are tired, they can sit on the steps and rest, read books, or Use as a lecture room for information and event venues.
▼中央图书馆区，the central library area
▼正圆形宫殿般的中央图书馆，用环形台阶抬高了地势，形成中间高四周低的环境，the central library that is a round-shaped space similar to the temple, raising the terrain with circular steps to form a middle and high four-week environment
In addition to these, because of the strong polymerizability, it can also drive the most popular products in the surrounding circle. Mobile phones, international products, beauty products, personal care, polar objects, children and other high-efficiency categories are closely surrounding the round books. So set this area as the largest SKU gathering area in the store.
▼圆形图书馆周围的商品贩卖区，the products selling area around the central library
▼坪效比较高的品类紧紧围绕着圆形图书馆一周，high-efficiency categories closely surround the round books
▼中央图书馆区域空间细节，space details of the central library area
▼吊脚楼建筑群的概念，the concept of the sling building complex
The mains area we used the concept of the sling building complex, because the building is relatively high, and the outline lighting, can attract the attention of the peripheral consumers, and was introduced. In the large household appliances area, we have circumvented the traditional brand image mode and created a similar similarity display method, which makes it more uniform and clear, avoiding the disadvantages of good and bad, visual conflicts. Compared with the three, it became a shop for goods, and the consumption behavior became very clear and relaxed.
▼使用吊脚楼建筑群概念的大家电区域，the mains area with the concept of the sling building complex
▼大家电区域，建筑比较高，且轮廓灯光照明，the main area with a relatively high ceiling and the outline lighting