In Scene Tlachihualiztli ipan Tlaixmachiliztli Panoliztli ītēchcopa Ziyang Wang

Tlanāhuatīlli In Scene Tlachihualiztli ipan Tlaixmachiliztli Panoliztli ītēchcopa Ziyang Wang cē cencā mahuizzō tēmacēhualōni īpan huēyi 2026 Mahuizolli A' Design Award Bronse īpan Tlanextiliztenoyotl, Tianquiztlatecpanaliztli ihuan Tlanonotzaliztli Tlachihchihualiztli Nēhuilīztli Tlamantli.

BronseTlanextiliztenoyotl· 2026

In Scene Tlachihualiztli ipan Tlaixmachiliztli Panoliztli

īpal Ziyang Wang

Tlanāhuatīlli: Zhejiang Wanli University

Mahuizolli A' Design Award Bronse Tēmacēhualōni īpan Tlanextiliztenoyotl Tlamantli

7,971

Tlaneltīlīlli Tēmacēhualōni

Xictlaneltilia Tēmacēhualli ītēchcopa #179887

Xiquitta A' Design Award ītechcopa Āmatl Tēmachiyōtīliztli Tlamachiōtl

Tlapalli

Tlanēxtilistli

Ītechcopa In Scene Tlachihualiztli ipan Tlaixmachiliztli Panoliztli

In Scene ce tequitl ic yancuilia itlaixmachiliz ce café tlanamacaliztli tlein mochanti Shanghai. Inin tlachihualiztli quitequitia in teatro quen machiyotl ihuan quitlalia in tlacohuani itech in ixiptlayotl. In tlazohcamatiliztli caxitl quipia ce amatlachihualiztli tlein expa mocuepa ihuan motlapoa quen teatro tzotzomahtli, ihuan quipia canah 300 ica 200 ica 80 milimetros. Motequitia amatl tlein amo quicocoa in tlalticpactli ihuan tepoztlatzacualoni. Ce machiyotl tlein huel moitta ica teléfono quizaloa in caxitl ica ce tepiton tlatlaniliztli ipampa moyollo, tlein quichihua ce amatlapalli tlein huel motemaca occequintin. In tlanamacaloyan quitlalia tlanextli, ahhuiyaliztli ihuan caquiztli inic quihueyilia in café panoliztli.

Tēixīmachōtiliztli

Ītechcopa Mahuizolli A' Design Award Bronse

In Scene Tlachihualiztli ipan Tlaixmachiliztli Panoliztli ca in quicuic in Mahuizolli A' Design Award Bronse, hueyi tlamahuizoliztli tlen momaca in cualli tlachihualli in motenehua ipampa yancuic tlamantli, tlamatiliztli ihuan ixtlamatiliztli. In quicuicah Bronse ca tlachihualli in quipia toltecayotl ihuan quinextia in cenca miac nemiliztli ihuan tlamatiliztli intlachihuanime. Ca quinequi in In Scene Tlachihualiztli ipan Tlaixmachiliztli Panoliztli ca tlazohtli tlamantli, mahuiztic ihuan cualli. Ni dizayno in quicuic Bronse quipia cualli toltecayotl ihuan quitta in tlen tepiton. In Scene Tlachihualiztli ipan Tlaixmachiliztli Panoliztli quipaquiltia in tlacah ihuan quitlamahuiztiltia in intlanequiliz.

Tlanēxtilistli Ītēixpan

Āmatl Tlanextīliztli

Tlapōhualli, tēquitqueh īwan tēchmachilīztli ōquinmaca in tlanēxtīlīlli.

Cē Zan Ītēchcopa: 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.
Huēyiliztli īhuān Tlacualtepēhualli: 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.
Tōcāitl: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Tlachīhualiztli Māchiyōtl: 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.
Tlanāhuatīlli Nētēcahuilīztli: 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.
Tlatēmōliztli: 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.
Tēyōllālīliztli: 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.
Tēquitl Cāhuitl: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Tēquitl Ōhuitl: 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.
Calpolli Tlācah: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Īxiptla Tlanēxtīlli: 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.