Nanxiang Incity Ètò Àmì Àfojúrí by Zesion Design is a highly esteemed winner of the very prestigious 2021 Àmì-ẹ̀yẹ Fàdákà A' Design Award in Àpẹẹrẹ Àwòrán, Àpèjúwe àti Ìbánisọ̀rọ̀ Ojú-Ìwòran Competition Category.
FàdákàÀwòrán· 2021
Nanxiang Incity Ètò Àmì Àfojúrí
Client: Zesion Design
Àmì-ẹ̀yẹ Fàdákà A' Design Award Winner in Àwòrán Category
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- Verified Award Winner
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The Design
About Nanxiang Incity Ètò Àmì Àfojúrí
Nanxiang Incity jẹ́ ètò àmì àfojúrí tí a ṣẹ̀dá fún ilé ọjà títà ńlá kan ní Shanghai. Àpèrò ìṣàpẹẹrẹ náà fà lára àṣà ìbílẹ̀ Nanxiang, agbègbè kan tí a mọ̀ fún àwọn ẹyẹ crane àti àwọn tẹ́mpìlì, ó sì sọ ìrísí àwọn ẹyẹ crane tí ń fò ní méjì-méjì di àwòrán àmì tí ó ṣẹ̀ṣẹ̀. Àwọn ìtọ́nisọ́nà ìpele àti àkọsílẹ̀ àwọn oníṣòwò ni a gbé sí ẹnu-ọ̀nà àbáwọlé àti àbájáde àwọn escalator àti ní àwọn ojúbọ tí ìṣàn àwọn àbẹ̀wò ń kọ́ra pàdé. A lo ìtẹ̀wé dídínà pẹ̀lú ìdà funfun sórí àwọn àwo ìmọ́lẹ̀, kí ọ̀rọ̀ àti ìlà-ìta lè wà ní kedere. Àwọn ẹ̀yà tí a fi kọ́ máa ń lo àwọn ojú-ìyíkiri dígí tí ó parapọ̀ mọ́ inú ilé ọjà títà náà.
The Recognition
About the Àmì-ẹ̀yẹ Fàdákà A' Design Award
Nanxiang Incity Ètò Àmì Àfojúrí jẹ́ olùborí Àmì-ẹ̀yẹ Fàdákà A' Design Award, ìdánimọ̀ onípọ̀nlé lọ́nà àrà ọ̀tọ̀ tí a fún àwọn àwòṣe ìpele gíga jùlọ tó dára tó sì ń kan ọkàn. Àwọn olùborí Fàdákà jẹ́ àwọn iṣẹ́ tó ń tàn yòò gidigidi tó sì ní ìṣẹ̀dá púpọ̀ tí wọ́n ń ṣàfihàn ìmọ̀ ìjìnlẹ̀, ẹ̀bùn àti ìmọ̀ràn àwọn olùṣàwòṣe wọn. A retí pé Nanxiang Incity Ètò Àmì Àfojúrí yóò jẹ́ iṣẹ́ àgbàyanu, àpẹẹrẹ rere, ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun jinlẹ̀. Àwòṣe tó borí Àmì-ẹ̀yẹ Fàdákà A' Design Award yìí jẹ́ ohun ìmúṣẹ̀dá tó hàn gbangba gidigidi tí a mọrírì tó ń ṣe anfàní tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. Nanxiang Incity Ètò Àmì Àfojúrí jẹ́ ẹ̀dá tí ọ̀pọ̀lọpọ̀ ń ṣe ìlara, tó ń jí ìfẹ́ inú, tó ń mú ìmọ̀lára rere wá tó sì ń jí ìyàlẹ́nu àti ìyanu.
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
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