森林奇境
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项目名称 Project Name: 森林奇境 / FOREST FOR REST

参展机构 Company : 立品设计 / Leaping Creative

创作年份 Year : 2019.12

 

 

项目创作背景

Project Background

 

工作、家庭等多方压力带来的身心疲惫和过度消耗是当代中国都市年轻人的普遍生活状态。而流行的夜店、KTV、电子游戏等减压休闲活动也在消耗着他们的剩余能量。源于中医足疗法的、拥有千余年历史的传统足浴疗养,或许是个快速回血充电的新思路。

在山城重庆,足浴行业发展历史已久。森林奇境作为一个面向年轻人的全新休闲养生品牌,其首要任务就是跳脱消费者对行业的刻板印象。立品团队与森林奇境团队合作,从品牌形象策略端开始,通过视觉设计、门店体验规划、空间故事性设计、陈列设计等手段,搭建品牌体验框架,从而帮助品牌方实现具有区隔化的足浴消费体验升级。

 

Young urbanites in China are generally suffering from mental and physical exhaustion brought by various pressures, such as from work and their families. In addition, nightclubs, karaoke, video games and other de-stressing and entertainment activities are consuming their remaining energy. Traditional foot bath therapy, which originates from Traditional Chinese Medicine and has a history of more than a thousand years, may offer them a new option for quick refreshment.

In Chongqing, the foot bath industry has a long history of development. FOREST FOR REST is a new leisure & wellness brand, which is mainly targeted at young generations. As approaching the project, the primary task was to shake off customers' stereotype of the industry by upgrading foot spa experiences. So as to covey the idea that traditional foot bath could also be cool and become a new fashion.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

对于一个面向年轻人的全新休闲养生品牌而言,首要任务就是跳脱消费者对行业的刻板印象,实现具有区隔化的足浴消费体验升级。设计团队选择独角仙作为品牌的icon形象,因为它是治愈、能量和生命力的象征。延展出适应印刷、屏幕、立体装置等不同媒介的完整形象,并贯穿线上和线下终端,共同讲述旅行者在沙漠中长途跋涉至绿洲,并最终在独角仙的指引下找到奇境(Wonderland)的故事;就像都市青年带着生活压力进入森林奇境,通过足浴和SPA放松身体、治愈精神的过程。

 

FOREST FOR REST is a new leisure & wellness brand, which is mainly targeted at young generations. As approaching the project, the primary task was to shake off customers' stereotype of the industry by upgrading foot spa experiences. So as to covey the idea that traditional foot bath could also be cool and become a new fashion.

The design team chose Hercules beetle as the icon of the brand, since it symbolizes healing, energy and vitality. Its image is extended to print materials, screens and three-dimensional installations in a holistic manner. It is widely applied to the offline space and online APP, to tell the brand story where travelers encounter an oasis after a long, arduous journey in the desert and eventually find a wonderland under the guidance of the Hercules beetles. It's just like the process where stressed young urbanites enter this space, in which their body and mind are relaxed and healed by foot bath and spa experiences.

 

 

创作过程&结果呈现

Creation Process & Result

 

通过对足浴及SPA服务环节的调研,结合空间功能布局与动线设置,设计师让消费者的体验流程和品牌故事在空间中交错呼应,共同构建完整的品牌形象和体验场景。探店小册子及线上小程序,两者都帮助增强门店的服务功能;除此之外,应用物料与周边产品也从不同维度加深品牌印记。

森林奇境开业以来吸引了众多慕名前来体验足浴服务的外地游客,从本地生活网站上的点评中也能看出,森林奇境收获了很多年轻的顾客。

 

Based on the research on the industry, the service process is redesign together with the store floorplan, so as to integrate costumers' journey and the brand story, the echo of which throughout the space and create an immersive experience. The brochures and online APP act as guidance that help to complement offline foot bath and spa services. In addition, supportive materials such as tote bags, cups, slippers and umbrellas also intensify the identity of the brand.

Since FOREST FOR REST opened, it has attracted many foreign tourists who come to experience the foot bath service. From the comments on the local lifestyle website, it can also be seen that FOREST FOR REST has won many young customers.

 

 

如何理解项目与“人文湾区∙温暖的设计”这一主题的关联性?

How does the project reflect the exhibition theme "Cultural Bay Area • Humanistic Design"?

 

设计团队充分考虑顾客的体验需求,尽可能地利用建筑空间来营造和谐、安逸、舒适、宁静的休闲环境。

等候区柔和的光线可以帮助到店客人调整情绪,装置和灯光共同营造恰到好处的神秘感和戏剧性,让排队等待变得不那么枯燥;换鞋区以月光下的滩涂为概念,呈现出梦幻和诗意的场景,同时曲线型的半围闭座位可以缓解人们在公共区域换鞋的尴尬感受;足浴房间的设计强调舒适度、私密性和”去装饰化“,极简纯粹的空间配合专业的灯光设计,让消费者真正放松并沉浸其中。

 

Design team fully considers the customer's experience needs and uses the building space as much as possible to create a harmonious, comfortable and quiet leisure environment.

Entering the waiting area, customers will be calmed by the soft light. The art installations and light together produce a mysterious and dramatic ambiance, which makes waiting experience stress-free and even enjoyable. Based on the concept of "moonlight shallow", the shoe changing area presents dreamy and poetic scenes. Curved and semi-enclosed seats are set to block the sightline and alleviate the embarrassment of changing shoes in the public area. Unlike public areas, spa rooms were designed with a greater emphasis on comfort, privacy and simplicity. The pure and minimalist spaces, together with professional lighting design, enable customers to completely relax and immerse themselves in the spatial ambience and services.