In Scene Famolavolana Traikefa Marika by Ziyang Wang

In Scene Famolavolana Traikefa Marika by Ziyang Wang is a highly esteemed winner of the very prestigious 2026 A' Design Award Varahina in Famolavolana Dokambarotra, Varotra ary Fifandraisana Competition Category.

VarahinaDokambarotra· 2026

In Scene Famolavolana Traikefa Marika

by Ziyang Wang

Client: Zhejiang Wanli University

A' Design Award Varahina Winner in Dokambarotra Category

7,423

Verified Award Winner

Verify Award Status for #179887

View at A' Design Award Press Release Award Badge

Colors

The Design

About In Scene Famolavolana Traikefa Marika

In Scene dia fandaharan'asa fanavaozana marika ho an'ny marika kafe monina ao Shanghai. Ny famolavolana dia mampiasa ny teatra ho fanoharana ary mametraka ny mpanjifa ao anatin'ny sehatra. Ny boaty fanomezana dia manana rafitra sary sokitra taratasy miforitra intelo izay misokatra toy ny ridao an-tsehatra ary mirefy eo amin'ny 300 sy 200 sy 80 milimetatra eo ho eo. Taratasy tsy manimba ny tontolo iainana sy kojakoja vita amin'ny metaly no ampiasaina. Kaody azo jerena amin'ny scan iray no mampifandray ny boaty amin'ny fitsapana toetra fohy izay mamorona karatra azo zaraina. Ny fivarotana dia manampy hazavana, hanitra ary feo mba hanitarana ny traikefa amin'ny kafe.

The Recognition

About the A' Design Award Varahina

Nandresy ny A' Design Award Varahina ny famolavolana In Scene Famolavolana Traikefa Marika, fankasitrahana malaza be omena ny famolavolana miavaka izay mampiavaka ny fahaiza-mamorona, ny fahazotoana ary ny fahamaotinan-tsaina. Ny mpandresy Varahina dia zavatra vita tanana mahay dia mahay ary mamorona mivantana izay manamafy ny traikefa be dia be, ny sarintsaina ary ny fahaizan-kafoy an'ny mpamolavola azy. Andrasana ho zavatra ankasitrahana be, ankafizina ary tiana, mahay amin'ny asa sady vaovao ny famolavolana In Scene Famolavolana Traikefa Marika. Ity famolavolana nandresy ny A' Design Award Varahina ity dia mitahiry ny fomba fanao tsara indrindra amin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia, ary tsara indrindra amin'ny fitandremana ny antsipirihany. Ny famolavolana In Scene Famolavolana Traikefa Marika dia mahafa-po ny filana tsara, mikasika ny faniriana, mahasarika ny fihetseham-po ary misarika ny fahalianana.

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.