Nanxiang Incity Sistèma de Senhaletica Visuala by Zesion Design

Nanxiang Incity Sistèma de Senhaletica Visuala by Zesion Design is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Argent in Grafica Competition Category.

ArgentGrafica· 2021

Nanxiang Incity Sistèma de Senhaletica Visuala

by Zesion Design

Client: Zesion Design

A' Design Award d'Argent Winner in Grafica Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

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The Design

About Nanxiang Incity Sistèma de Senhaletica Visuala

Nanxiang Incity es un sistèma de senhaletica visuala creat per un centre comercial a Shanghai. La concepcion s'inspira de la cultura locala de Nanxiang, una zòna coneguda pels grues e los temples, e transfòrma la forma de grues que vòlan per parelhas en imatges de senhaletica abstraches. Los guidas d'estatges e las listas de comerçants son plaçats a las entradas e sortidas dels escalièrs mecanics e als ponches ont los fluxes de visitaires se crosan. S'aplica una impression de blocatge amb tinta blanca sus las lamas luminosas, per çò que lo tèxt e los contorns demòran clars. Los elements suspenduts utilizan de ponches de pivotament miralhants que s'armonizan amb l'interior del centre comercial.

The Recognition

About the A' Design Award d'Argent

Nanxiang Incity Sistèma de Senhaletica Visuala a ganhat la distincion A' Design Award d'Argent, una reconeissença extraordinàriament prestigiosa acordada a de designs d'ort de gamma, esplendids e impressionants. Los ganhaires de l'Argent son d'òbras terriblament brilhantas e extrèmament creativas que illustran l'experiéncia, lo talent e la finessa excepcionals de lors designers. S'espèra que Nanxiang Incity Sistèma de Senhaletica Visuala siá una òbra meravilhosa e de referéncia, notablament professionala e prigondament innovanta. Aqueste design ganhaire de la distincion A' Design Award d'Argent es una invencion fòrça notabla e admirada, que fa un ben e fa avançar las frontièras de l'art, de la sciéncia, del design e de la tecnologia. Nanxiang Incity Sistèma de Senhaletica Visuala es una creacion immensament envejada que desrevelha de desirs, aduch de sentiments positius e fa néisser l'estonament e l'esmaiment.

Behind the Design

Press Kit

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

Unique Properties: Designers drew inspiration from the cranes flying in pairs and then tried to combine the crane shape with the signage, transforming the daily form of cranes into the signage image via abstract art techniques. In doing so, every consumer coming to Nanxiang Yinxiang City can have a deep impression of cranes in different scenes.
Dimensions & Packaging: Light box:1145(length)*2160(height)mm
Lifting parts：1500（length）*640(height)mm
Outdoor display：3000（length）*1700(height)mm
Tags: Visual Signage,Way finding,VI,Logo,Graphics
Production Technology: The conventional light box is transparent and fails to block the light effectively, so it will weaken the effect of text and external outline on the box surface. Designers adopted white ink blocking printing on the light sheet to overshadow the lighting of the textless part and make the text and external outline clearer. The hanging pieces used mirror pivot points to reflect, weakening the visual effect of the pivot points in the environment and blending with the mall environment.
Design Challenge: We applied stories of cranes into the design - the crane signs varied in the mall area and the parking with respective meanings of dancing and returning, giving consumers a home feeling. The initial light box was hard to operate because the shape of the internal light piece was different from the standard one. In a bid to better show the image, we have processed the bending frame to add internal space and facilitate maintenance after over half a year of proofing and comparison.
Research: The project targets at residents in and around Shanghai with the aim to provide a place for them to unwind. Designers combines the cultural characteristics of Nanxiang, which is renown for its cranes and temples, and extracts the elements of cranes to create a micro-vacation resort via planning of scenes, so that every customer of the mall can make his or her fragmented time interesting and quality.
Inspiration: Nanxiang Yinxiang City adopts a visual guidance system. The design of the artistic signs are the figurative image of cranes in pairs, providing a story line for customers to shop in the mall. Inspired by the cranes' main activities, designers integrated the crane culture into the shopping mall and managed to guide customers to experience the ubiquitous crane culture.
Project Duration: The entire building process takes 3 years - its design started in Shanghai in 2018, and the construction project kicked off in 2019, and ended in Shanghai in 2020.
Operation Flow: During the design process, we thoughtfully integrated the space function with local cultural creativity, so as to offer guidance to customers' activities and provide them with the full set of services they need. You will see the careful planning of designers in all floor guide signs and introductions of merchants at the entrance and exit of the escalator and the intersections of customer flow. People can grasp the information at a glance, and the image of cranes enjoys great popularity.
Team Members: Jie Zhou