方糖
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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

 

 

项目创作背景

Project Background

 

全国综合体及购物中心经历十几年的爆发式增长后,一线城市的商业地产进入存量时代,竞争加剧、运营压力初显,商业巨头的影响力往往远超过城市其它同行,越有影响力的商业必然赢得更多市场,使得非头部商业的运营门槛不断提高。F-TOWN作为天安集团首个开放式商业街区,虽然不到3万平米的体量,但是承载着企业开拓商业地产新业务板块的愿景和信心,开发业主以高水准投入,实现了在空间设计与建筑品质上的区域突围, 同时也需要在项目开业以及运营上取得更高的成绩。

 

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.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

项目问题:①在商业巨头云集的深圳,项目作为非头部商业的关注度与影响力面临困境。

 

解决方式:引入与项目定位匹配、契合项目气质的韩国超级IP——SF,凭借IP自身的设计美学和人物世界观,通过与项目高度的场景融合,实现现场强大的感染力与传播力,在区域商业竞争中,实现了独有的识别度与显著的导流效果。

 

项目问题:②如何规避IP昙花一现的弊端,让IP与商业完美契合,带来长期价值?

 

解决方式:首先利用公共空间举行主题IP展获得声量,然后在项目现场搭建高规格IP美陈场景作为打卡亮点,形成长期的流量入口。

 

项目问题:③体验至上的年代,如何收获新生代高消费人群?

 

解决方式:在例外看来,“IP+场景体验”就是未来商业地产的发展方向。F-TOWN将SF的IP形象贯穿街区每个角落 ,在顾客最“喜闻乐见”的开放式场景,赋予街区更多互动的可能。

 

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

 

从IP引入,到美陈落地,例外深度参与并引导了整个过程。对美学的探究及在美陈上3D渲染的运用,让IP完美呈现。

 

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"

 

我们通过创意跨界的方式,携手国际超级IP赋能。以IP人物为载体建立情感沟通,通过快乐愉悦的情绪表达,激发IP人物的天然吸引力,并依托项目故事,在客群内心留下深刻的印记。

 

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.