In Scene Nhazi Ahụmahụ Akara Ahịa nke Ziyang Wang

Ihe emepụtara bụ In Scene Nhazi Ahụmahụ Akara Ahịa nke Ziyang Wang bụ onye meriri a na-asọpụrụ nke ukwuu nke 2026 Ihe Nrite A' Design Award nke Bronz na Udi Asọmpi Nhazi Mgbasa Ozi Azụmaahịa, Ahịa na Nkwurịta Okwu.

BronzMgbasa Ozi Azụmaahịa· 2026

In Scene Nhazi Ahụmahụ Akara Ahịa

nke Ziyang Wang

Onye Ahịa: Zhejiang Wanli University

Onye Meriri Ihe Nrite A' Design Award nke Bronz na Udi Mgbasa Ozi Azụmaahịa

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Lee na A' Design Award Akụkọ Mgbasa Ozi Akara Onyinye

Agba

Nhazi a

Maka In Scene Nhazi Ahụmahụ Akara Ahịa

In Scene bụ mmemme mmeghari akara ahịa maka akara ahịa kọfị dabere na Shanghai. Nhazi a na-eji ụlọ ihe nkiri dịka ihe atụ ma na-etinye onye na-azụ ahịa n'ime ihe nkiri ahụ. Igbe onyinye ahụ nwere nhazi ihe ọkpụkpụ akwụkwọ apịajiri ugboro atọ nke na-emeghe dịka ákwà mgbochi ogbo ihe nkiri ma tụọ ihe dịka milimita 300 site na 200 site na 80. A na-eji akwụkwọ na-adịghị emebi gburugburu ebe obibi na ihe njikọ ígwè. Koodu a na-enyocha na-ejikọta igbe ahụ na obere ule àgwà nke na-emepụta kaadị maka ikesa. Ụlọ ahịa na-agbakwụnye ìhè, isi ísì na ụda iji gbatịkwuo ahụmahụ kọfị ahụ.

Nkwanye Ugwu

Maka Ihe Nrite A' Design Award nke Bronz

In Scene Nhazi Ahụmahụ Akara Ahịa meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na In Scene Nhazi Ahụmahụ Akara Ahịa ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. In Scene Nhazi Ahụmahụ Akara Ahịa na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

N'azụ Nhazi a

Ngwugwu Mgbasa Ozi

Nkwurịta okwu, ndị otu na nkọwa teknụzụ nke onye nhazi nyere.

Àgwà Pụrụ Iche: 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.
Nha & Mkpuchi: 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.
Mkpado: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Teknụzụ Mmepụta: 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.
Ịma Aka Imepụta: 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.
Nchọpụta: 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.
Mkpali: 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.
Oge Ọrụ: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Usoro Ọrụ: 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.
Ndị Otu: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Asụsụ Foto: 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.