In Scene Hoʻolālā ʻIke Hōʻailona na Ziyang Wang

ʻO In Scene Hoʻolālā ʻIke Hōʻailona na Ziyang Wang he mea lanakila hanohano loa o ka 2026 A' Design Award Keleawe ma ka Māhele Hoʻokūkū Hoʻolālā Hoʻolaha, Kūʻai Aku a me Kamaʻilio.

KeleaweHoʻolaha· 2026

In Scene Hoʻolālā ʻIke Hōʻailona

na Ziyang Wang

Mea Kūʻai: Zhejiang Wanli University

Mea Lanakila A' Design Award Keleawe ma ka Māhele Hoʻolaha

7,971

Mea Lanakila i Hōʻoia ʻIa

Hōʻoia i ke Kūlana Makana no #179887

Nānā ma A' Design Award Hoʻolaha Nūhou Hōʻailona Makana

Nā Waihoʻoluʻu

Ka Hoʻolālā

E Pili Ana iā In Scene Hoʻolālā ʻIke Hōʻailona

He papahana hoʻōla hou hōʻailona ʻo In Scene no kahi hōʻailona kope i hoʻokumu ʻia ma Shanghai. Hoʻohana ka hoʻolālā i ka hale keaka ma ke ʻano he hoʻohālike a hoʻokomo i ka mea kūʻai i loko o ke kiʻi hana. He hale kiʻi pepa peʻa ʻekolu ko ka pahu makana e wehe ana e like me nā pale keaka a ʻo kona ana ma kahi o 300 ma ka 200 ma ka 80 milimika. Hoʻohana ʻia ka pepa mālama kaiapuni a me nā mea hoʻopili metala. Hoʻopili kahi code i kānana ʻia i ka pahu me kahi hoʻokolohua pilikino pōkole e hana ana i kāleka no ka hāʻawi ʻana aku. Hoʻohui nā hale kūʻai i ka mālamalama, ka ʻala a me ke kani e hoʻonui i ka ʻike kope.

Ka Hoʻomaikai

E Pili Ana i ka A' Design Award Keleawe

Ua lanakila ka hoʻolālā In Scene Hoʻolālā ʻIke Hōʻailona i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā In Scene Hoʻolālā ʻIke Hōʻailona he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā In Scene Hoʻolālā ʻIke Hōʻailona i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Ma Hope o ka Hoʻolālā

ʻEke Nūhou

Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.

Nā ʻAno Kūʻokoʻa: 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.
Nā Ana a me ka Hoʻopili: 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.
Nā Lepili: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
ʻEnehana Hana: 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.
Pilikia Hoʻolālā: 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.
Noiʻi: 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.
Hoʻoulu Manaʻo: 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.
Ka Lōʻihi o ka Papahana: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Kaʻina Hana: 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.
Nā Lālā Hui: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Nā Kuleana Kiʻi: 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.