In Scene Kev Tsim Qauv Kev Paub Txog Lub Npe Khoom Lag Luam by Ziyang Wang

In Scene Kev Tsim Qauv Kev Paub Txog Lub Npe Khoom Lag Luam by Ziyang Wang is a highly esteemed winner of the very prestigious 2026 A' Design Award Tooj in Tsim Kev Tshaj Tawm, Kev Lag Luam thiab Kev Sib Txuas Lus Competition Category.

ToojKev Tshaj Tawm· 2026

In Scene Kev Tsim Qauv Kev Paub Txog Lub Npe Khoom Lag Luam

by Ziyang Wang

Client: Zhejiang Wanli University

A' Design Award Tooj Winner in Kev Tshaj Tawm Category

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Verified Award Winner

Verify Award Status for #179887

View at A' Design Award Press Release Award Badge

Colors

The Design

About In Scene Kev Tsim Qauv Kev Paub Txog Lub Npe Khoom Lag Luam

In Scene yog ib qhov kev pab cuam hloov kho lub npe khoom lag luam tshiab rau ib lub npe kas fes uas nyob hauv Shanghai. Qhov kev tsim qauv siv qhov chaw ua yeeb yam los piv txwv thiab muab tus neeg siv khoom tso rau hauv qhov xwm txheej ntawd. Lub thawv khoom plig muaj ib qho qauv ntawv puab ua peb tshooj uas qhib zoo li daim ntaub thaiv ntawm lub tsam thawj thiab luaj li ntawm 300 los ntawm 200 los ntawm 80 milliv. Siv cov ntawv uas tsis ua phem rau ib puag ncig thiab cov khoom hlau. Ib tug code luam theej txuas lub thawv mus rau ib qho kev xeem tus cwj pwm luv luv uas tsim ib daim npav rau kev sib qhia. Cov khw muab teeb, tsw qab thiab suab ntxiv los txuas qhov kev paub txog kas fes kom ntev mus.

The Recognition

About the A' Design Award Tooj

In Scene Kev Tsim Qauv Kev Paub Txog Lub Npe Khoom Lag Luam yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. In Scene Kev Tsim Qauv Kev Paub Txog Lub Npe Khoom Lag Luam xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. In Scene Kev Tsim Qauv Kev Paub Txog Lub Npe Khoom Lag Luam ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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.
Tags: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Operation Flow: 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.
Team Members: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Image Credits: 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.