Nanxiang Incity 视觉导视系统 by Zesion Design is a highly esteemed winner of the very prestigious 2021 A' Design Award 银奖 in 平面、插画与视觉传达设计 Competition Category.

银平面· 2021

Nanxiang Incity 视觉导视系统

by Zesion Design

Client: Zesion Design

A' Design Award 银奖 Winner in 平面 Category

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Verified Award Winner

Verify Award Status for #119978

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nanxiang Incity 视觉导视系统

南翔印象城是为上海一家购物中心打造的视觉导视系统。设计汲取南翔当地文化元素——该地区以白鹤与古刹闻名,将双鹤齐飞的形态转化为抽象的导视图形。楼层导览与商户索引设置于扶梯出入口及人流交汇节点处。灯片采用白墨打底印刷工艺,确保文字与轮廓清晰醒目。吊挂构件则运用镜面转轴节点,与商场室内环境融为一体。

The Recognition

About the A' Design Award 银奖

Nanxiang Incity 视觉导视系统是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Nanxiang Incity 视觉导视系统将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Nanxiang Incity 视觉导视系统是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

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