一汽大眾展廳設(shè)計(jì)研討匯報(bào)

1、一汽-大眾大眾品牌展廳新形象設(shè)計(jì)提升策略匯報(bào)Faw-volkswagen brand exhibition hall new image design strategy顛覆性的改變大眾對(duì)未來(lái)移動(dòng)出行的重新定位Disruptive changeVolkswagens reorientation to the future of automobile life.律動(dòng)的活力以更具張力的品牌表達(dá)語(yǔ)言向消費(fèi)者表達(dá)品牌未來(lái)年輕、熱情、動(dòng)感的形象改變Vibrational vitalityExpress language with a more powerful brandTo express the br

2、ands future young, enthusiastic and dynamic image change to consumers.整體設(shè)計(jì)基調(diào)上追求簡(jiǎn)約、靈性律動(dòng)的表達(dá)手段，拉近與消費(fèi)者之間的距離On integral design fundamental key pursues contracted, clever expression means, shorten the distance between with consumer.Transfer strategyEye - catching sight引人注目的景象Active atmosphere活躍的氣氛Impact f

3、orce沖擊力視覺感受標(biāo)簽白色空間與多色彩的碰撞，同時(shí)以極具質(zhì)感的材質(zhì)運(yùn)用，營(yíng)造出別具一格的時(shí)尚、潮派展廳風(fēng)格空間質(zhì)感White space and multi-color collision, at the same time with a very simple material use, create a unique fashion, fashion style exhibition hallRhythm feeling色彩占比展廳吊頂純白色為主，地面灰色和橡木木地板，家具軟裝搭配大眾淺藍(lán)色，根據(jù)各區(qū)搭配深藍(lán)色、灰色、紅色、綠色。墻面地面主色彩The ceiling of the ex

4、hibition hall is mainly pure white, and the ground is grey and oak flooring. The soft furnishings of the exhibition hall are matched with the light blue of the VW, and the dark blue, grey, red and green are matched according to the regions.Color feeling軟裝類輔助色面對(duì)此次品牌變革，我們將如何定義全新的一汽大眾品牌銷售店Facing this b

5、rand change,how will we define the brand new faw-volkswagen storeUnderstanding of the new design對(duì)新設(shè)計(jì)語(yǔ)言的理解極簡(jiǎn)The minimalist年輕More young色彩Colorful安全Security活力More energy數(shù)字化Digital光線The light以人為本People firstThis is a future experience hall experience to faw-volkswagen這是一個(gè)專屬于一汽大眾的未來(lái)體驗(yàn)廳一個(gè)品牌與產(chǎn)品的數(shù)字展示空間一個(gè)品牌以

6、人為本的舒適交流空間一個(gè)移動(dòng)出行的服務(wù)中心A digital display space for brands and productsA brand - oriented comfortable communication spaceA service center for mobile travelRhythmof theVitality律動(dòng)的活力極具層次的動(dòng)態(tài)入店感受This is the era of user experiencewe put user experience first in design在這個(gè)用戶體驗(yàn)的時(shí)代，我們將用戶體驗(yàn)放在設(shè)計(jì)的首位圖形元素標(biāo)簽提煉深入解析MEB

7、平臺(tái)產(chǎn)品設(shè)計(jì)元素，將未來(lái)大眾核心設(shè)計(jì)元素運(yùn)用與展廳的設(shè)計(jì)理念中Analyze the product design elements of MEB platform in depth, and apply the core design elements of future Volkswagen to the design concept of exhibition hallRhythm feelingMEBs new front face design element is refined. Lighting is used as the main carrier element. Comb

8、ined with the change of light source, it presents a powerful penetrating rhythm feeling for customersMEB全新前臉設(shè)計(jì)元素提煉，利用燈光作為主要載體元素，結(jié)合光源的變化為顧客呈現(xiàn)一種極具力量的穿透性律動(dòng)感受Refined before and after the new lamp - shaped design elements, with highly rhythmic lines as the core elements of home and structure use提煉前后全新的燈形

9、設(shè)計(jì)元素，以極具律動(dòng)的線條作為家居及結(jié)構(gòu)的核心元素使用The design elements of MEB point matrix are used to penetrate the detailed visual area of the exhibition hall, so as to create an extremely dynamic and dynamic space feeling for customers利用MEB點(diǎn)狀矩陣式排列設(shè)計(jì)元素，對(duì)展廳內(nèi)細(xì)節(jié)視覺區(qū)域進(jìn)行貫穿，為顧客營(yíng)造一種極為活力律動(dòng)的空間感受光線元素弧線元素陣列元素律動(dòng)的沖擊Rhythmof the impact

10、律動(dòng)的色彩Rhythmof the color律動(dòng)的精彩Rhythmof the wonderful律動(dòng)的自在Rhythmof the free律動(dòng)的溫度Rhythmof the temperature遇見入店選擇休閑服務(wù)Link the relationship between consumers and brands through the experience of rhythm以律動(dòng)的體驗(yàn)感受鏈接消費(fèi)者與品牌之間的關(guān)系Layout Plan 1(新建店）律動(dòng)的沖擊律動(dòng)的色彩律動(dòng)的精彩律動(dòng)的自由包括2F休息區(qū)律動(dòng)的溫度包括2F辦公區(qū)Rhythm of the impact律動(dòng)而貫穿的光線

11、力量利用全新MEB車型家族設(shè)計(jì)光束進(jìn)行演變衍生，貫穿整個(gè)展廳結(jié)構(gòu)的外立面，以極具力量的光線律動(dòng)視覺效果彰顯品牌基因The light that moves throughThe face light of the new MEB plane is used for evolution and derivation, which penetrates the facade of the whole exhibition hall structure, highlighting the brand gene with the powerful visual effect of light rhyt

12、hm律動(dòng)的沖擊視覺沖擊挑空震撼柔美的力量極簡(jiǎn)柔和光線Rhythm of the color隨色彩而律動(dòng)的活力利用LED代替?zhèn)鹘y(tǒng)進(jìn)門處幕墻，提升進(jìn)店科技感受，同時(shí)動(dòng)態(tài)素材的展示LOGO可提升參展者記憶度，客休區(qū)展車區(qū)展示區(qū)等地方融入更多的色彩。Energy that vibrates with colorUse LED instead of the traditional curtain wall at the entrance to improve the technological feeling of entering the store. Meanwhile, display LOGO

13、of dynamic materials can improve the memory of exhibitors律動(dòng)的色彩情切的感受信息的傳遞絢麗色彩的震撼科技律出色彩Rhythm of the wonderful靈律而動(dòng)的精彩購(gòu)車感受同時(shí)利用多元化的產(chǎn)品展示手段及數(shù)字科技互動(dòng)體驗(yàn)手段打造年輕化、個(gè)性化的車型展示氛圍，將產(chǎn)品調(diào)性完美體現(xiàn)。The wonderful feeling of buying a carThe overall display layout adopts circular structure. Meanwhile, diversified product display

14、 means and interactive experience means are used to create a young and personalized vehicle display atmosphere, which perfectly reflects the product tone律動(dòng)的精彩電子信息LED信息屏多媒體觸控輕松交互的購(gòu)車享受聯(lián)動(dòng)演示Rhythm of the free自由而感的車主律動(dòng)空間深化一汽大眾貼近大眾、年輕、活力的品牌形象，延續(xù)品牌原有框架，采取開放式設(shè)計(jì)布局，運(yùn)用年輕、時(shí)尚、個(gè)性的視覺元素進(jìn)行細(xì)節(jié)點(diǎn)綴，打造極致舒適的家庭生活氛圍感。吧臺(tái)接待臺(tái)設(shè)計(jì)

15、的更加開放和包容，將售前與售后客戶充分緊密聯(lián)動(dòng)在一起。Free and the feeling of the cars rhythm spaceTo deepen faw-volkswagens brand image close to Volkswagen, young and energetic, continue the original framework of the brand, adopt open design layout, use young, fashionable and individual visual elements for details ornament,

16、and create an extremely comfortable sense of family life atmosphere律動(dòng)的自在多元化半私秘活力愉悅開放Rhythm of the temperature律動(dòng)所帶來(lái)的溫度開敞的售后服務(wù)布局，讓客戶感覺到更加開放而包容，提升工作效率的同時(shí)拉近與顧客之間的距離，提升品牌親切感?？托輩^(qū)采用低色溫光源讓客戶感覺到溫暖，辦公區(qū)采用中色溫光源讓員工上班同樣舒適溫馨。墻壁融入植物木紋等材料讓展廳辦公各區(qū)充滿溫度。The temperature of the rhythmBreak the traditional layout of after-

17、sales service, remove the independent office space of after-sales service, improve work efficiency while narrowing the distance with customers, and improve brand friendliness律動(dòng)的溫度以人為本色彩溫暖透明溫度溫馨宜人Human-centered, redefine for Volkswagens future以人為核心出發(fā)，對(duì)大眾的未來(lái)重新定義以人為本People first極簡(jiǎn)The minimalist年輕More y

18、oung色彩Colorful安全SecurityNEW BRAND DESIGN活力More energy數(shù)字化Digital光線The lightBrand tonalityHuman: empathicInviting: approaching othersStimulationFocused: beauty of simplicitySense of humorNew attitudeBrand signalsRecharged designDigital firstPeople firstIcon of trustMoving frameMain colors: White and b

19、lue Special fond for NBD: Future FondLight as a central theme enlighten the brand and inspired peopleBrand imagery: always up-to-dateThe idea: to create your space Flexible, consistent, seamlessly 競(jìng)品優(yōu)勢(shì)本品不足成熟合理的展示布局展廳車型布局雜亂產(chǎn)品展示層次不夠清晰年輕突破的設(shè)計(jì)元素展廳氛圍高冷空間布局封閉追新品質(zhì)的感官交互家具設(shè)計(jì)落后數(shù)字化互動(dòng)欠缺對(duì)應(yīng)手段全新的展廳形象層次清晰的產(chǎn)品展示全新的品牌

20、氛圍開放的空間氛圍極致的品質(zhì)細(xì)節(jié)數(shù)字化互動(dòng)手段Competitive product advantageinsufficientThe solutionMature and reasonable display layoutThe exhibition hall has a disordered layoutThe hot car shows were not enoughThe new exhibition hall layoutHighlight hot car showcasesYoung breakthrough design elementsThe air in the exhibi

21、tion hall is coldClosed space layoutBrand newOpen space atmosphereThe sensory interaction of novelty seekingBehind in furniture designLack of digital interactionExcellent furniture qualityDigital interactionVisit summary and design optimization direction走訪總結(jié)及設(shè)計(jì)優(yōu)化方向Vertical view(新建店平面設(shè)計(jì)稿）新建店15米縱深設(shè)計(jì)展示

22、面積：15米縱深，40米面寬，面積792（不含交車區(qū)）一層前廳：600一層辦公面積：90（結(jié)算、二手車、服務(wù)經(jīng)理、銷售經(jīng)理、金融、保險(xiǎn)理賠）二層辦公面積：720客休區(qū)面積：192售后接待工位：9組結(jié)算工位：3組交車區(qū)：1間熱點(diǎn)車：2臺(tái)展車數(shù)量：17臺(tái)獨(dú)立房間：6間改動(dòng)說(shuō)明：對(duì)比原I型店，展示面積增加312。一層辦公只保留部分必要單獨(dú)房間?？蛻粜菹^(qū)面積增加72。售后接待工位增加1組，展車數(shù)量增加6臺(tái)。結(jié)算工位、交車區(qū)、熱點(diǎn)車臺(tái)保持不變。由于將一層辦公空間搬至二層，實(shí)際車輛展示面積為912其中前廳面積為720（不含交車區(qū)）。Vertical view(新建店平面設(shè)計(jì)稿）接待臺(tái)歡迎背板洽談桌椅互動(dòng)

23、選配臺(tái)亮點(diǎn)車展臺(tái)吧臺(tái)售后接待區(qū)售后迎賓臺(tái)服務(wù)經(jīng)理室保險(xiǎn)理賠室信息員室結(jié)算室售后休息區(qū)銷售經(jīng)理室金融辦公室二手車辦公室倉(cāng)庫(kù)衛(wèi)生間交車區(qū)MEB展墻大眾車聯(lián)網(wǎng)互動(dòng)區(qū)精品配件墻主入口數(shù)字互動(dòng)區(qū)123433333455633347891011121313133414151617182019212223Vertical view(原瞬時(shí)印象店I型圖改動(dòng)說(shuō)明）原瞬時(shí)印象展廳展示面積：15米縱深，40米面寬，面積600一層辦公面積：162二層辦公面積：480客休區(qū)面積：120售后接待工位：8組結(jié)算工位：3組交車區(qū)：1間熱點(diǎn)車：2臺(tái)展車數(shù)量：13臺(tái)獨(dú)立房間：21間一層布局二層布局二層備件空出部分空間給到辦公位置

24、二層只保留部分獨(dú)立辦公室，其他均為開敞辦公客休區(qū)取消改為展車，接待臺(tái)改小亮點(diǎn)車展臺(tái)移動(dòng)至展廳中央位置一層取消獨(dú)立辦公室改展車售后休息區(qū)與售前洽談打通融合售后服務(wù)區(qū)打通敞開辦公Vertical view(升級(jí)改造店對(duì)比圖）一汽-大眾大眾品牌展廳新形象設(shè)計(jì)德國(guó)之行總結(jié)匯報(bào)Faw volkswagen new showroom in brand image design of the german line summary report德國(guó)之行內(nèi)容匯總新品牌形象設(shè)計(jì)的核心理念新品牌形象設(shè)計(jì)落地一汽大眾展廳的策略及概念Germany meeting summaryThe core concept of

25、 the new brand designDesign strategies and conceptsThe content of the German communication summary德國(guó)溝通交流的內(nèi)容匯總11.13在沃爾夫斯堡大眾AG溝通內(nèi)容：1.新Logo的制作方案2.大眾全球新的展廳設(shè)計(jì)方案思路3.新/老展廳布局規(guī)劃、情緒版方案及部分效果圖闡述（包括：外立面、標(biāo)識(shí)、平面布家具、燈具）4.對(duì)大眾中國(guó)提交的布局規(guī)劃及設(shè)計(jì)方向進(jìn)行研討在沃爾夫斯堡大眾展示中心溝通內(nèi)容：1.新logo制作的實(shí)樣2.設(shè)計(jì)公司介紹新品牌設(shè)計(jì)的理念和設(shè)計(jì)方案3.介紹新品牌設(shè)計(jì)語(yǔ)言在實(shí)際展覽中的運(yùn)用呈現(xiàn)，體驗(yàn)

26、真實(shí)情境感受，MEB展示、GTI的展示，休閑洽談區(qū)的展示（情緒、家具風(fēng)格、色彩、材料、LED運(yùn)用）4、對(duì)大眾中國(guó)的方案進(jìn)行一些探討11.15在柏林MetaHaus設(shè)計(jì)公司溝通內(nèi)容：1.與設(shè)計(jì)公司的設(shè)計(jì)人員做一些大眾新展廳設(shè)計(jì)元素的交流2.針對(duì)大眾中國(guó)的平面布局方案進(jìn)行研討在柏林MetaHaus設(shè)計(jì)公司溝通內(nèi)容1.針對(duì)前一天的展廳布局優(yōu)化版設(shè)計(jì)方案進(jìn)行研討2.形成了大眾中國(guó)的展廳的基本布局方案和每個(gè)區(qū)域需要滿足的功能和數(shù)字化運(yùn)用的內(nèi)容第一天 1DAY第二天 2 DAY第三天 3 DAY第四天4DAY11.1411.16Human-centered, redefine for Volkswagen

27、s future以人為核心出發(fā)，對(duì)大眾的未來(lái)重新定義以人為本People first極簡(jiǎn)The minimalist年輕More young色彩Colorful安全SecurityNEW BRAND DESIGN活力More energy數(shù)字化Digital光線The lightBrand new design concept新品牌設(shè)計(jì)理念Brand tonalityHuman: empathicInviting: approaching othersStimulationFocused: beauty of simplicitySense of humorNew attitudeBrand

28、signalsRecharged designDigital firstPeople firstIcon of trustMoving frameMain colors: White and blue Special fond for NBD: Future FondLight as a central theme enlighten the brand and inspired peopleBrand imagery: always up-to-dateThe idea: to create your space Flexible, consistent, seamlessly Unders

29、tanding of the new design對(duì)新設(shè)計(jì)語(yǔ)言的理解極簡(jiǎn)The minimalist年輕More young色彩Colorful安全Security活力More energy數(shù)字化Digital光線The light以人為本People firstStatus quo survey and advice德國(guó)大眾全球新的4S店設(shè)計(jì)方案5. Recreationalarea6. Delivery area2. Automobileexhibit1.Greet Volkswagen3. Interactive selection3. Interactive selection7. W

30、orkspace4. Meb exhibitAfter meeting in GermanyWe have a new consideration for layoutRefer to the layout5. Recreationalarea6. Delivery area2. Automobileexhibit1. Reception area3. Interactive selection3. Interactive selection7. Theworkspace4. Meb exhibitReception of the minimalist design give consumers a feeling of sentiment cut.The information input system as consumers into the store the ID of the generator.IPADRegional design descriptions5. Recreationalarea6. Delivery area2. Automobileexhibit1. Reception area3. Interactive selection3. Interactive selection7. Th