In Scene Le Faataitaiga o le Aafiaga o le Faailoga e Ziyang Wang

O le mamanu In Scene Le Faataitaiga o le Aafiaga o le Faailoga e Ziyang Wang o se manumalo maualuga tele o le fa'ailoga mamalu 2026 A' Design Award Apamemea i le Vaega Tauva Mamanu Fa'alauiloa.

ApamemeaFa'alauiloa· 2026

In Scene Le Faataitaiga o le Aafiaga o le Faailoga

na mamanuina e Ziyang Wang

Tagata Fa'atau: Zhejiang Wanli University

Manumalo o le A' Design Award Apamemea i le Vaega Fa'alauiloa

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Manumalo Fa'ailoga Fa'amaonia

Fa'amaonia le Tulaga o le Fa'ailoga mo #179887

Va'ai i le A' Design Award Fa'asalalauga Pailesi o le Fa'ailoga

Lanu

Le Mamanu

E Uiga ia In Scene Le Faataitaiga o le Aafiaga o le Faailoga

O le In Scene o se polokalame faafouina o le faailoga mo se faailoga kofe e faavae i Shanghai. E faaaogaina e le mamanu le fale tifaga e fai ma faatusa ma tuu ai le tagata faatau i totonu o le vaaiga. O le pusa meaalofa e iai lona fausaga faatagata pepa gaugau faatolu e tatala e pei o pupuni o le tulaga faafiafia ma e tusa ma le 300 i le 200 i le 80 milimita lona fua. E faaaogaina pepa e lelei i le siosiomaga ma mea uamea. O se numera e sikanuina e fesootai ai le pusa i se suega puupuu o uiga faaletagata e fatuina ai se kata mo le faasoa atu. E faaopoopo e faleoloa le malamalama, manogi ma le leo e faalautele ai le aafiaga o le kofe.

Le Fa'ailogaina

E Uiga i le A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai In Scene Le Faataitaiga o le Aafiaga o le Faailoga, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina In Scene Le Faataitaiga o le Aafiaga o le Faailoga e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. In Scene Le Faataitaiga o le Aafiaga o le Faailoga e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

I Tua o le Mamanu

Pepa Fa'asalalau

Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.

Uiga Fa'apitoa: 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.
Fua & Fa'apipi'i: 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.
Fa'ailoga: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Tekonolosi Gaosiga: 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.
Lu'itau o le Mamanu: 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.
Su'esu'ega: 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.
Fa'aosofia: 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.
Umi o le Poloketi: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Fa'agasologa o Galuega: 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.
Sui o le 'Au: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Fa'aaloaloga o Ata: 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.