大繁至简 · 返璞归真
项目地址：Raffles City ChongQing
This project is a re-upgrade and configuration based on the old version of the Three Squirrel offline feeding stores. According to the squirrel's hoarding behavior, the brand planning team proposed the concept of 'hoarding store', which clarified the planning direction for the interior design.
According to the location of the project, commercial characteristics and product attributes, Attracting—Stopping—Entering
—Experiencing—Purchasing—Spreading—Feedback online, has become the core clue and reflection of this design.
Combining the actual situation on the scene and the regional characteristics, we abstracted the ficus virens and used the pillars to form two mass relationships in the space to make the visual impact more intense and differentiate it from the surrounding stores to achieve the purpose of drainage.
The dynamic large screen meets the purpose of product and brand output and the unique Squirrel cable car becomes a photo check-in point. Public seats are set up under the ficus virens to facilitate customers to take a short break while making the entire store look livelier and attract more people into the store.
The Three Squirrels are known to consumers for selling nuts online, but the message that the Three Squirrels not only sell nuts needs to be understood by more people.
By analyzing the characteristics of snack products, we know that the tasting is the most direct way of advertisement and the form it would be taken is particularly important.
We analyzed the same type of brands, did a lot of field investigations and investigations, communicated and discussed with the brand planning team and Party A team for nearly a year.Finally, we explored and designed a unique tasting table.
We are not just stacking products on the table for people tasting. We have sorted out the entire experience process for customers after analyzing their habits. See-Understand-Taste-Clean-Strengthen-Purchase.
See, it means first glance what products are on this table.
Understand means you can see relevant information of this type of product after approaching.
Taste is the first time that customers can experience the actual taste and taste of the product.
Cleaning refers to the behavior of customers wiping their hands and mouth after eating.
Strengthening means enhancing the customer's awareness of this type of product through multimedia means and letting customers understand the product characteristics
Finally, they can take it according to their own preferences.
Therefore, we have modularized the above points and assembled them according to requirements to form a full-featured taste-experiencing table.
There are product advertising screens, modular tasting sub-packaging boxes, tissue box and trash cans, multimedia touch devices, product display functions. Multiple functions are combined into a 1100X550mm unidirectional cube to satisfy the SKU experience.
This kind of space can be flexibly matched by different areas and shapes of the store. In this project, we have combined 28 monomers, which basically meets the new frequency of three squirrels.
The center's tasting experience area is mainly for new products, while the surrounding containers against the wall are provided to categories with higher awareness to avoid crowds in the middle area. It is convenient for customers to see and take the products through the flexible setting of the display method. Moreover, it is convenient for employees to make corresponding display adjustments according to different products.
Bright tones, the placement of super symbols, unique regional characteristics of the Squirrel cable car，while the squirrel IPs that drilled to and fro. They are all based on the theme of the Hoarding Store and bringing people a new visual and spatial experience.
Seeing and taking pictures has become a more conscious communication behavior. The offline tasting experience allows customers to fully understand the product. They can safely buy similar products online without visiting the store in the future.
Ultimately, a closed loop that completes the experience of repurchase is formed.