美的冰箱终端形象设计

背景分析：

店与面受“美的”冰箱事业部委托，对2017年终端门店形象进行提升设计。我们这次的设计任务是：1、U型体验店（6*10*6米，60平方米）2、U型常规连锁店（5*8*5米，50平方米）。我们观察到整体行业终端设计与陈列提升缓慢，传统连锁渠道受限于“寸土寸金”，仍然是功利性的“硬陈列”产品导向；因此店与面要突破此困局，让美的终端店体验店带来不一样的陈列突破。

Background:

It was commissioned by the "Midea refrigerator business department to upgrade the image of the terminal store in 2017. At this time, we are about to design one U-shape experience store (6m*10m*6m;60㎡) and one U-shape common store (5m*8m*5m;50㎡).We observed that the terminal design and display of the whole industry have been slow to be upgraded. The traditional chain channel is limited by high cost that is still the “hard display”product orientation with utilitarian; therefore, D&M should break through the predicament, bringing different breakthrough of the Midea terminal experience stores.

我们的创意：

打造出一个“亲切的高端冰箱体验店”。小情景营造亲和力，增加顾客高感度和停留度，降低顾客防备心理。有限的空间更应该具有清晰的体验层次和产品价值解读。在确保产品出样的情况下，充分利用留白空间进行氛围营造设计，基于“新鲜、健康”的顾客利益直观空间视觉表达，合厅状态下，主副品牌泾渭分明的各自特色传达。

Originality:

To create one “amiable and high-end refrigerator experience store”. To offer a small scene to improve affinity,increasing customers’ favorability and retention in order to reduce their psychological preparedness. The limited space should have clear levels of experience and products value interpretation. In order to ensure that the product can be out of the sample, make full use of the blank space for the atmosphere design. Based on the space visual expression of customers interests with “fresh and healthy”,the brand and sub-brand clearly convey their respective characteristics under the state of the integrated hall.