Nanxiang Incity Primary Function: Sisitimu Yezviratidzo Zvinoonekwa by Zesion Design

Nanxiang Incity Primary Function: Sisitimu Yezviratidzo Zvinoonekwa by Zesion Design is a highly esteemed winner of the very prestigious 2021 Mubairo weSirivha we A' Design Award in Girafiki, Mifananidzo neKutaurirana kweMeso Competition Category.

SirivhaGirafiki· 2021

Nanxiang Incity Primary Function: Sisitimu Yezviratidzo Zvinoonekwa

by Zesion Design

Client: Zesion Design

Mubairo weSirivha we A' Design Award Winner in Girafiki Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Nanxiang Incity Primary Function: Sisitimu Yezviratidzo Zvinoonekwa

Book Text: Nanxiang Incity isisitimu yezviratidzo zvinoonekwa yakagadzirirwa imwe shopping mall muShanghai. Dhizaini iyi inotora kubva mutsika dzemuNanxiang, nzvimbo inozivikanwa nemakuti nematemberi, uye inoshandura chimiro chemakuti anobhururuka ari maviri-maviri kuita mifananidzo yezviratidzo isingaonekwe zvakananga. Mifananidzo inotungamira pazvidanho uye rondedzero dzevatengesi zvinoiswa pamikova yekupinda nekubuda kwema escalator uye panzvimbo apo mafambiro evashanyi anosangana. Kudhindwa nekuvhara neingi chena kunoshandiswa pamapepa ane chiedza, zvekuti mavara nemitsara zvinoramba zvakajeka. Zvidimbu zvinorembera zvinoshandisa nzvimbo dzekutenderera dzegirazi dzinobatana nemukati me mall.

The Recognition

About the Mubairo weSirivha we A' Design Award

Mubairo weSirivha we A' Design Award wakahwinwa ne Nanxiang Incity Primary Function: Sisitimu Yezviratidzo Zvinoonekwa, rukudzo rwakakwirira zvikuru runopiwa kumadhizaini epamusoro, anonaka uye anofadza. Vakunda veSirivha mabasa anopenya kwazvo uye ane kugadzira kwakasiyana anoratidza unyanzvi, hunyanzvi hwekusikwa nekungwara kwevagadziri vawo. Nanxiang Incity Primary Function: Sisitimu Yezviratidzo Zvinoonekwa inotarisirwa kuva basa rinoshamisa, rinotangira vamwe, rine hunyanzvi hunoonekwa uye zvitsva zvakadzika. Dhizaini iyi yakahwina Mubairo weSirivha we A' Design Award chigadzirwa chinoshamisa, chinokudzwa chinobatsira uye chinosundira mberi miganhu yehunyanzvi, sayenzi, dhizaini netekinoroji. Nanxiang Incity Primary Function: Sisitimu Yezviratidzo Zvinoonekwa chigadzirwa chinoshuvirwa nevazhinji, chinomutsa zvishuvo, chinouya nemanzwiro akanaka uye chinomutsa kushamisika.

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