In Scene Marca Ñeñandu Diseño Ziyang Wang omba'apóva

In Scene Marca Ñeñandu Diseño Ziyang Wang omba'apóva ha'e rembiporuarã oñemba'eguaséva 2026 A' Design Award Brónse pegua Ñemomarandu Jejapo Ñeha'ã Categoría-pe.

BrónseÑemomarandu· 2026

In Scene Marca Ñeñandu Diseño

Ziyang Wang -gua

Mba'eporuhára: Zhejiang Wanli University

A' Design Award Brónse Rembiporuarã Ñemomarandu Categoría-pe

7,971

Premio Rembiporuarã Oñemoneĩva

Emoneĩ Premio Reko #179887 Peg̃ua

Ehecha A' Design Award-pe Marandu Myasãi Mba'ete Jeguerohory

Sa'y

Diseño

In Scene Marca Ñeñandu Diseño Rehegua

In Scene ha'e peteĩ programa omoĩpyahúva peteĩ kafe marka oĩva Shanghai-pe. Pe diseño oiporu teatro ta'ãngárõ ha omoĩ pe ñemuhápe eskena mbytépe. Pe kuavẽ ryru oguereko peteĩ kuatia escultura mbohapy jehe'a rehegua ojepe'áva teatro gýi rupi guáicha ha ha'e amo 300 por 200 por 80 milímetro. Ojeporu kuatia ndohejáiva tekoha ñembyai ha metal mba'e'oka. Peteĩ código ojehechauka rupi pe ryru ojoaju peteĩ techapyrã mbyky teko rehegua ojapóva peteĩ kuatia'i oñemboja'o hag̃ua. Umi ñemuha omoĩve tesape, tyakuã ha pu omombukuve hag̃ua pe kafe ñeñandu.

Jeguerohory

A' Design Award Brónse Rehegua

In Scene Marca Ñeñandu Diseño ohupyty A' Design Award Brónse, peteĩ ñehechakuaa heta prestigioso oñeme'ẽva diseño sobresaliente-pe ojekuaáva creatividad, ingenio ha astucia rupi. Umi ganador Brónse ha'e artefacto hábil ha creativo ohechaukáva experiencia, imaginación ha recurso umi diseñador-pe. Oñeha'ãrõ In Scene Marca Ñeñandu Diseño ha'eha peteĩ objeto ojehayhúva, admirado ha estimado, profesional ha innovador. Ko diseño ohupytýva A' Design Award Brónse ombojoaju mejor práctica arte, ciencia, diseño ha tecnología rehegua ha iporãiterei detalle rehe. In Scene Marca Ñeñandu Diseño ombohory necesidad, ohupyty ipotapy, ombovy'a sentimiento ha ohenói curiosidad.

Diseño Rapykuéri

Marandu Aty

Diseñador ome'ẽva'ekue crédito, aty pegua ha mba'e técnico.

Mba'e Iñambuéva: My Scene in Shanghai is an integrated brand renewal strategy for Shanghai Coffee, transforming coffee consumption into an immersive Haipai cultural experience. By combining narrative-driven design, visual identity, packaging, retail scenes, and interactive media, the project turns everyday consumption into a participatory urban performance, positioning the brand as a contemporary cultural symbol of Shanghai.
Tuichakue ha Ñemyenyhẽ: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening, with dimensions approx. 300mm x 200mm x 80mm. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5, mobile-compatible, social media UGC collection, and immersive spatial design with light, scent, and sound, with modular store layouts. The visual system covers brand identity, color palette, graphic language, and dynamic motion graphics, supporting multi-platform outputs including print, digital, and motion.
Ñe'ẽ Rape: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Ñeapopy Tecnología: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5 testing, social media UGC collection, and immersive spatial design (light, scent, sound). The visual system encompasses brand identity, color palette, graphic language, and dynamic motion graphics.
Diseño Jepy'apy: The core challenge was balancing the brand’s deep historical assets with emotional engagement of contemporary young consumers. Solutions included creating a dramatic narrative framework that turns history into an interactive modern script, designing a role-playing mechanism for users to become active protagonists, and integrating online and offline touchpoints to ensure narrative continuity and immersive experience. This overcame the typical challenge of heritage brands lacking experiential and emotional resonance while considering social context, information availability, and technological feasibility.
Ñesẽheka: Type of Research: Market and user research. Research Objectives: Explore Shanghai coffee market trends, gift consumption motivations, and Gen Z cultural tourism behavior. Methodology: Desktop research and competitive analysis with consumer interviews and data analysis. Data Collection and Tools: Surveys, in-depth interviews, market data, and social media observation. Participants: Primarily Gen Z consumers and coffee enthusiasts. Results: Coffee consumption shifts from functional use to emotional and social experiences. Insights: Gift market emphasizes emotional connection and personal identity expression. Impact: Brands need to transform from traditional heritage image to immersive urban cultural IP, informing strategy, design, and marketing.
Inspiración: Inspired by Shanghai's Haipai culture, coffee heritage, and urban memory, the brand traces its origins back to 1935 as a witness to the city's evolving coffee scene. Using theatre as a metaphor, the design positions consumers as protagonists within the coffee experience, inviting them to step into the scene and reconnect with the emotional texture of the city.
Proyecto Ára Tuichakue: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Mba'apo Rape: Users initiate a ritualized experience through the "My Scene in Shanghai" gift box, scanning a QR code to participate in the "Haipai Coffee Moments" personality test, generating personalized cards to share on social media. Offline, participants can visit immersive stores for light-and-shadow check-ins, read the Shanghai Coffee News mini-paper, and engage in pop-up activities, forming a closed-loop experience of unboxing, testing, checking in, sharing, and repurchasing.
Aty Rembiguái: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Ta'ãnga Mba'eñemoneĩ: Image #1: Illustrator Ziyang Wang, Jiayun Wu and Xingyue Huang, Main Visual and Supporting Design, 2026.
Image #2: Illustrator Jiayun Wu, Promotional Material Design, 2026.
Image #3: Photographer Ziyang Wang, Advertisement Photo, 2026.
Image #4: Illustrator Ziyang Wang, Character and Card Visual Design, 2026.
Image #5: Illustrator Ziyang Wang and Hong Ligu, UI Design and Interaction, 2026.