In Scene Afeṣṣel n Termit n Tnisya sɣur Ziyang Wang

In Scene Afeṣṣel n Termit n Tnisya sɣur Ziyang Wang d anerbaz yettwaqadren meqqren n 2026 Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Tnaflit n Afeṣṣel n Uselɣu, Azuzen d Teywalt.

LbrunzAselɣu· 2026

In Scene Afeṣṣel n Termit n Tnisya

sɣur Ziyang Wang

Amsaɣ: Zhejiang Wanli University

Anerbaz n Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Aselɣu

7,971

Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #179887

Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef In Scene Afeṣṣel n Termit n Tnisya

In Scene d ahil n usmaynut n tnisya i yiwet n tnisya n lqahwa yellan di Shanghai. Afeṣṣel yesseqdac amezgun d azmul, yerra amsaɣ deg wammas n usayes. Taqecwalt n usefk tesɛa tasɣent n lkaɣeḍ imekres ɣef tlata n yiḥricen, ittelди am leḥjubat n usayes, tesɛa azal n 300 ɣef 200 ɣef 80 n imilimitren. Sseqdacen lkaɣeḍ iḥerzen twennaḍt akked yiferdisen n uzzal. Yiwen n ungal yettwasekyaden icudd taqecwalt ɣer yiwen n ukayad awezlan n tmagit i d-yesnulfuyen takarḍa i beṭṭu. Tiḥuna rennunt tafat, rriḥa d yimesli iwakken ad ssiwsɛent tirmit n lqahwa.

Asmekti

Ɣef Tarbaḥt A' Design Award n Lbrunz

In Scene Afeṣṣel n Termit n Tnisya d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. In Scene Afeṣṣel n Termit n Tnisya ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. In Scene Afeṣṣel n Termit n Tnisya yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: My Scene in Shanghai is an integrated brand renewal strategy for Shanghai Coffee, transforming coffee consumption into an immersive Haipai cultural experience. By combining narrative-driven design, visual identity, packaging, retail scenes, and interactive media, the project turns everyday consumption into a participatory urban performance, positioning the brand as a contemporary cultural symbol of Shanghai.
Tigejdiwin & Akemmus: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening, with dimensions approx. 300mm x 200mm x 80mm. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5, mobile-compatible, social media UGC collection, and immersive spatial design with light, scent, and sound, with modular store layouts. The visual system covers brand identity, color palette, graphic language, and dynamic motion graphics, supporting multi-platform outputs including print, digital, and motion.
Tibzimin: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Tasnakta n Ufares: The gift box features a three-fold 3D paper sculpture structure, simulating stage curtains opening. Materials include eco-friendly paper and metal fittings. Interactive elements integrate mini-program H5 testing, social media UGC collection, and immersive spatial design (light, scent, sound). The visual system encompasses brand identity, color palette, graphic language, and dynamic motion graphics.
Asewḥel n Usnulfu: The core challenge was balancing the brand’s deep historical assets with emotional engagement of contemporary young consumers. Solutions included creating a dramatic narrative framework that turns history into an interactive modern script, designing a role-playing mechanism for users to become active protagonists, and integrating online and offline touchpoints to ensure narrative continuity and immersive experience. This overcame the typical challenge of heritage brands lacking experiential and emotional resonance while considering social context, information availability, and technological feasibility.
Anadi: Type of Research: Market and user research. Research Objectives: Explore Shanghai coffee market trends, gift consumption motivations, and Gen Z cultural tourism behavior. Methodology: Desktop research and competitive analysis with consumer interviews and data analysis. Data Collection and Tools: Surveys, in-depth interviews, market data, and social media observation. Participants: Primarily Gen Z consumers and coffee enthusiasts. Results: Coffee consumption shifts from functional use to emotional and social experiences. Insights: Gift market emphasizes emotional connection and personal identity expression. Impact: Brands need to transform from traditional heritage image to immersive urban cultural IP, informing strategy, design, and marketing.
Aseḥbiber: Inspired by Shanghai's Haipai culture, coffee heritage, and urban memory, the brand traces its origins back to 1935 as a witness to the city's evolving coffee scene. Using theatre as a metaphor, the design positions consumers as protagonists within the coffee experience, inviting them to step into the scene and reconnect with the emotional texture of the city.
Tanzagt n Usenfar: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Tanila n Umahil: Users initiate a ritualized experience through the "My Scene in Shanghai" gift box, scanning a QR code to participate in the "Haipai Coffee Moments" personality test, generating personalized cards to share on social media. Offline, participants can visit immersive stores for light-and-shadow check-ins, read the Shanghai Coffee News mini-paper, and engage in pop-up activities, forming a closed-loop experience of unboxing, testing, checking in, sharing, and repurchasing.
Igmamen n Terbaɛt: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Imsuren n Tugniwin: Image #1: Illustrator Ziyang Wang, Jiayun Wu and Xingyue Huang, Main Visual and Supporting Design, 2026.
Image #2: Illustrator Jiayun Wu, Promotional Material Design, 2026.
Image #3: Photographer Ziyang Wang, Advertisement Photo, 2026.
Image #4: Illustrator Ziyang Wang, Character and Card Visual Design, 2026.
Image #5: Illustrator Ziyang Wang and Hong Ligu, UI Design and Interaction, 2026.