项目名称 Project Name ：方糖 F-TOWN
客户 Client ：深圳龙岗天安数码城 SHEN ZHEN LONGGANG TIANAN CYBER PARK
创作年份 Year ：2020
作品尺寸 Size ：A4
创意总监 Creative Director ：孔木习 Kong Muxi
艺术指导 Art Director ：孔木习 Kong Muxi
设计师 Designer ：何芝邦 He Zhibang
文案 Copywriter ：周章辉 Zhou Zhanghui
After more than ten years of explosive growth in national complexes and shopping malls, commercial real estate in first-tier cities has entered an era of stock. Competition has intensified and operating pressures are beginning to appear. The influence of commercial giants often far exceeds that of other counterparts in the city. The more influential. Business will inevitably win more markets, making the operating threshold of non-head businesses continue to increase. As the first open commercial block of Tianan Group, F-TOWN has a volume of less than 30,000 square meters, but it carries the vision and confidence of the company to develop new business segments of commercial real estate. The development owners have invested in high standards to achieve spatial design. To break through with the area in terms of architectural quality, it also needs to achieve higher results in project opening and operation.
Problem Statement and Project Solution
Project problem: ①In Shenzhen, where business giants gather, the project's attention and influence as a non-head business is facing difficulties.
Solution: Introduce the Korean super IP-SF that matches the project positioning and suits the project temperament. With the IP's own design aesthetics and character worldview, through the highly scene integration of the project, it achieves a strong on-site appeal and communication power. In the commercial competition, a unique recognition degree and a significant diversion effect have been achieved.
Project Problem: ②How to avoid the short-lived shortcomings of IP so that IP can perfectly fit with business and bring long-term value?
Solution: First use the public space to hold a theme IP exhibition to obtain the volume, and then build a high-standard IP beauty scene on the project site as a highlight of the check-in, forming a long-term traffic entrance.
Project Problem: ③In the era of the supremacy of experience, how to harvest the new generation of high-consumption people? Solution: In the exception, "IP + scene experience" is the future development direction of commercial real estate. F-TOWN penetrates the SF's IP image through every corner of the block, giving the block more interactive possibilities in the open scene where customers are most "loved to see".
创作过程 & 结果呈现
Creative Process & Result
From the introduction of IP to the landing of Meichen, the exception was deeply involved and guided the whole process. The exploration of aesthetics and the use of 3D rendering on Meichen make the IP perfect.
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 to the exhibition theme "Cultural Bay Area • Humanistic Design"
We have joined hands with international super IP empowerment through creative and cross-border methods.Use IP characters as the carrier to establish emotional communication, stimulate the natural attraction of IP characters through happy and joyful emotional expression, and rely on the project story to leave a deep impression on the customer group.