Ziyang Wang nisqap In Scene Marka Kawsay Yachay Diseño diseñon

Ziyang Wang nisqap In Scene Marka Kawsay Yachay Diseño diseñonqa Willachiy Kamay Atipanakuy T'aqapi 2026 A' Design Award Burunsi Premiu nisqap ancha chaniyuq atipaqninmi.

BurunsiWillachiy· 2026

In Scene Marka Kawsay Yachay Diseño

Ziyang Wang rurasqa

Mañakuq: Zhejiang Wanli University

Willachiy T'aqapi A' Design Award Burunsi Premiu Atipaq

7,971

Taripasqa Premio Atipaq

#179887 nisqapaq Premio Kayninta Taripay

A' Design Award ukhupi Qhaway Prensa Willakuy Premio Unanchay

Llinphikuna

Diseñomanta

In Scene Marka Kawsay Yachay Diseño nisqamanta

In Scene nisqaqa Shanghai llaqtapi kaq café markapaq marka musuqchay ruwaymi. Kay diseñoqa teatrota rikch'anachina hina llamk'achin, rantiqtataq chay rikch'ayninpa ukhunman churan. Regalo cajaqa kimsa pataray papel escultura hina kashan, teatro cortinakuna hina kichakun, sayayninpas 300 por 200 por 80 milimetrokuna hinam. Pachamama amachaq papelkunawan metal hap'ichinakunawan ruwasqa. Huk código escaneasqaqa cajata huk pisi runa kaynin taripanaman t'inkin, chaymi huk tarjetata rakinapaq paqarichin. Tiendakunapiqa k'anchayta, q'apayta, uyariytawan yapanku café kawsayta astawan hatunyachinapaq.

Riqsichiy

A' Design Award Burunsi Premiu nisqamanta

In Scene Marka Kawsay Yachay Diseño A' Design Award Burunsi Premiu mishak kan, jatun yupaychay, kayta mana shuk shina, mushuk yuyaypi, yuyaypi shinallatak chaskik kaypi riksishka diseñukunaman kun. Burunsi mishak kashkakunaka ruray ushayta charik shinallatak mancharina mushuk rurashkakunami, paykunata rurakkunapak achka yachayta, yuyayta shinallatak ruray ushayta rikuchinku. In Scene Marka Kawsay Yachay Diseño sinchi yupaychashka, kuyashka shinallatak riksishka shuk ruray kanata munanku, ruray yuyaywan shinallatak mushuk yuyaywan. Kay Burunsi Premiu japishka diseñuka arti, siensia, diseñu shinallatak tekinolojíapi ashtawan alli ruraykunata tantachin shinallatak ima ukumanta rikuypi sumak kan. In Scene Marka Kawsay Yachay Diseño mañaykunata alli paktachin, munaykunata llankan, shunkuta kuyachin shinallatak yachayta munayta kallarichin.

Diseño Qhipanpi

Prensa Kit

Diseñadorpa quska créditos, llamk'aq runakunapas técnico willaykuna.

Sapaq Kayninkunamanta: 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.
Tupukuna & P'istuy: 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.
Etiquetakuna: Brand Renewal, Haipai Culture, Immersive Experience, Gift Design, Coffee Culture, Urban IP, Dramatic Packaging, Interactive Marketing, Visual Identity, User Experience
Ruway Tecnología: 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.
Diseño Sasachakuy: 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.
T'aqwiy: 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.
Kallpachay: 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.
Llamk'ay Pacha: The project concept was initiated in 2025, with conceptually planned implementation in Shanghai from March to May 2026.
Purichiy Puriy: 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.
Huñu Runakuna: Ziyang Wang
Jiayun Wu
Hongli Gu
Jie Zhang
Xinyue Huang
Nan Zhou
Ying Zhou
Kewei Xu
Yaodong Chen
Hua Wang
Min He
Siq'i Hayñikuna: 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.