北京
一百年 ·品牌生长，文脉赓续
One Hundred Years of Brand Growth,
Continuation of Cultural Context
老字号的更新，是更新设计的重要创意板块
始于空间吸睛，却立于营销的底层逻辑与在地精神
指向商业活力，文化复兴等多维价值更新
此次茂昌眼镜这一品牌的旗舰店焕新
海派文化的赓续
专业精度的恒久，与潮流艺术的主张
一一写入空间的幻变
是对品牌全新定位的深层诠释
The renewal of time-honored brands is an
important creative aspect of design innovation.
It begins with eye-catching spaces but is rooted in the
underlying logic of marketing and local spirit.
It aims to revitalize commercial
vitality and cultural revival,
among other multidimensional value updates.
The recent renovation of Maochang Eyewear's
flagship store embodies the
continuation of Shanghai-style culture.
It combines enduring professional precision with
the advocacy of trendy art, all of which are reflected
in the transformation of the space.
It provides a profound interpretation
of the brand's new positioning.
基于空间主线，设计由内而外再塑骨与肉，以年轻化策略与品牌积淀升级两大维度，双向构建品牌独特的立体识别，助力升级品牌当下核心价值，讲好老字号的未来新故事。
Based on the spatial mainline, the design reshapes the bones and flesh from the inside out, with a focus on rejuvenation and brand upgrading, to build a unique three-dimensional brand identity in both directions, helping to enhance the current core value of the brand and tell a new story of the old brand.
“在这里，看见上海”
"See Shanghai here"
创立于1923年的茂昌眼镜
与上海这座城市一起追随着时间奔跑向前
可谓是海派文化的一脉缩影
Established in 1923, Maochang Glasses,
together with the city of Shanghai,
has been running forward with time,
representing a condensed reflection
of the Shanghai style culture.
“镜”是媒介，百年品牌，溯源根脉；“境”是流转，时间更迭，虚实两生；以镜中观世，窥一斑，观上海，向左有底蕴，向右见焕新。
"Mirror" is the medium, a century-old brand with deep roots; "Realm" is the flow, the passage of time, the coexistence of reality and illusion; through the mirror, glimpses of Shanghai, with heritage on the left and renewal on the right.
01拥抱年轻 撬动流量
Embrace the youth and leverage traffic
一层空间指向品牌的年轻化焕新，以流量撬动老字号的活力复兴。
依据品牌型格提取，创意而生的IP“茂昌精灵”，幻形后以雕塑形态，立于中心展示区，是初入空间后的欢迎仪式，亦是品牌识别与文化烙印。
商业逻辑先行，复合场域兼容，咖啡文化，百变秀场，潮酷艺术，生活在平行时空的集合，打开了聚流年轻人的主张按钮。
The first level of space points to the rejuvenation of the brand, leveraging the vitality of the old brand through traffic.
Based on the brand's personality, the creative IP "Maochang Elf" is born. After transforming into a sculptural form, it stands in the central display area, serving as a welcome ritual upon entering the space, as well as a brand recognition and cultural imprint.
With a business logic first approach, the composite field is compatible, incorporating coffee culture, versatile fashion shows, trendy art, and a collection of parallel time and space, opening the button to attract young people.
IP设计：茂昌精灵
IP Design: Maochang Elf
△ ©上海圆周率广告有限公司丨Shanghai Pi Advertising Co., Ltd.
TA是代表着茂昌意识形态的“ 镜灵”，TA的眼力可以超越空间和时间，看到过去和未来。
TA会随着环境的变化而呈现出不同的模样，带人们回忆起海派文化的繁华，激发人们对于美好未来的想象与憧憬。
“ 茂昌眼镜店” ” 是 TA 的居所 ，这家在上海屹立了百年的眼镜店，见证了上海的时尚潮流变迁，初心从未改变。100年内形形色色的人在茂昌的门店进进出出，而 茂昌精灵作为时尚的观察者透过橱窗感知着这一切，用身体定格这座城市的包容与繁华。
TA富于幻想且热爱新奇，TA生而不凡， 潮流与时尚是TA的代名词。TA通过观察到的最潮流最尖端的时尚重塑自己，也渴望把时尚带给大家。
TA represents the ideological spirit of Maochang, and its vision can transcend space and time, seeing the past and the future.
TA changes its appearance with the environment, evoking memories of the prosperity of Shanghai style culture and inspiring people's imagination and longing for a better future.
"Maochang Glasses" is TA's residence, a century-old glasses shop that has stood in Shanghai, witnessing the fashion trends and changes of the city, with an unchanged original intention. Over the past 100 years, people from all walks of life have come in and out of Maochang's stores, and the Maochang Elf, as a fashionable observer, perceives everything through the shop window, capturing the inclusiveness and prosperity of the city.
TA is imaginative and loves novelty, born extraordinary, and synonymous with trend and fashion. TA reshapes itself by observing the most trendy and cutting-edge fashion and desires to bring fashion to everyone.
△咖啡区爆炸图丨Explosive map of the coffee area
咖啡，是“在这里看见上海”的第一眼识别。
当100岁的茂昌眼镜，携手88岁的上咖咖啡，根植于城市文脉的DNA双倍加持。历经时间考验后的意气相投，转化为更契合当下年轻人的行动暗号，精致腔调，转译新潮，变中藏永恒。
Coffee is the first visual recognition of "See Shanghai here".
When the 100-year-old Maochang Glasses joins hands with the 88-year-old Shangka Coffee, they are doubly blessed with the DNA rooted in the city's culture. After being tested by time, their like-mindedness is transformed into a more suitable action code for young people, with exquisite style, translating into new trends, and hiding eternity in change.
△ ©Wonderlabs 上海良晓信息科技有限公司
Wonderlabs Shanghai Liangxiao Information Technology Co., Ltd.
旧时记事与当下真实，以插画的形式，置于金色咖啡之河的光影变幻中，链接起茂昌品牌乃至上海风貌的前世今生，复古摩登与现代时尚，以一个片段交棒传承。
镜中有境，风土人情百年的迭代，沧海桑田，初心未改，品牌牵线，召唤出时间里的故事。
The connection between past memories and present reality is illustrated through illustrations placed in the changing light and shadow of the golden coffee river, linking the past and present of Maochang brand and even the Shanghai style.
Retro modern and contemporary fashion are passed down through a fragment. The mirror reflects the realm, the iteration of local customs and the changes of a century, witnessing the changes of the sea and the steadfastness of the original intention, connecting the brand and summoning stories from the past.
生活交集，精神共生。刻入上海人灵魂中的咖啡DNA，与相伴上海百年时光的茂昌生活片段，以不同生活面的融合，互语海派的精神交集。
微缩的瓶中景观，“回转眼镜”的妙语，将文脉的时间淬炼，转译为更年轻的空间语言，在这里，看见上海的潮趣腔调。经设计语言的重新编程，老字号里衍生出新的文化与商业双面价值。
Life intersects, spirits coexist. The coffee DNA engraved in the soul of Shanghai people, together with the Maochang lifestyle fragments that have accompanied Shanghai for a hundred years, merge in the fusion of different aspects of life, communicating the spirit of Shanghai style.
The miniature bottle landscape and the clever words of "Rotating Glasses" condense the time of heritage into a younger spatial language, where you can see the trendy and interesting side of Shanghai. Through the reprogramming of design language, new cultural and commercial values are derived from the old brand.
向外昭示，对内引流。基于商业的逻辑，橱窗全面打开，视觉吸引是关注法则，潮流生活以精神暗语。
上咖咖啡与茂昌品牌的联名始终贯穿，“闻香识镜，啡尝上海” 的生活方式融合，不动声色静置于细部的视觉与体验展开中。
Outward manifestation, inward attraction. Based on the logic of business, the shop windows are fully open, visual attraction is the rule, and trendy life is conveyed through spiritual codes.
The collaboration between Shangka Coffee and Maochang brand is always present, integrating the lifestyle of "Smell the fragrance, recognize the mirror, taste Shanghai" silently in the visual and experiential unfolding.
动线为引，休闲区给了聚流落脚的触点。
半围合的惬意，一面以开放通达城市的当下光景，一面以插画穿越至上海的旧时光，顶部装置聚焦，释放潮流与科技感，边柜的品牌展示亦是场域的参与者，共融为海派文化承续和生活方式的秀场，
The flow line leads, the leisure area provides a gathering point for the crowd.
The semi-enclosed comfort, one side showcasing the current scene of an open and accessible city, the other side traversing the old times of Shanghai through illustrations, the top installation focuses, releasing trend and technology, and the brand display on the side cabinet is also a participant in the field, blending into the continuation of Shanghai style culture and the showcase of lifestyle.
V
△ 一镜到底看魔都丨A comprehensive view of the magic city
精度守恒，续写看见。镜头的装置，暗藏玄机，呼应空间的品牌属性。
橙色手柄是开启奇妙体验的魔法棒，放大镜随色彩幻变镜语，随着经度的转动，“一镜到底看魔都”的语句连贯，以眼镜图示幻形的行业属性昭示，让魔幻的上海，透过品牌的镜片，成为此刻的“看见”。
Precision remains, continuing to see. The installation of the lens hides a mystery, echoing the brand attributes of the space.
The orange handle is a magic wand that opens up a wonderful experience, and the magnifying glass changes color to reflect the language of the mirror. With the rotation of the longitude, the statement "See the magic of Shanghai with one lens" is connected, symbolizing the industry attributes of the glasses through the visual representation, allowing the magical Shanghai to be seen through the lens of the brand at this moment.
所有奇妙的体验，都旨在圈粉年轻群体的创新，凝练为茂昌品牌的年轻力脉络。
咖啡物语，在镜境互融下多维述情，吊挂咖啡的形态，是生活热爱里提炼出的艺术造诣，瞬间盘活整个场域的审美高度。一系列新海派生活的集合，从符号里生长出的空间气质，持续递进着设计对品牌占领年轻人心智的赋能。
All the wonderful experiences are aimed at attracting young people and are condensed into the youthful vitality of the Maochang brand. The coffee story, intertwined with the mirror realm, tells a multi-dimensional narrative.
The hanging coffee forms, refined from the love of life, instantly activate the aesthetic height of the entire space. A series of new Shanghai style life collections, growing from symbols, continuously empower the brand to occupy the minds of young people through design.
△装置艺术区丨Art installation area
△3#展柜丨Exhibition cabinet 3#
现代质感的肌理中，复古腔调是延续性的过渡，昭示空间的更新，是老字号品牌立足于百年积淀的重新启航。
横梁与立面，镜头隐语，镜面幻境，皆成为赋能为背景，眼镜形态的简笔标识贯穿烙印，与茂昌logo中的“O-C”表达一脉相承，从空间识别，到品牌识别，精微至品牌的点滴元素，海派文化，潮流艺术与领先技术，共同助力品牌完成茂昌老字号深度链接年轻用户的触点。
In the modern texture of quality, the retro style is a continuous transition, indicating the renewal of space and the re-launch of century-old brands.
Beams and facades, hidden messages in lenses, mirrored illusions, all become empowering backgrounds, and the simple sketch logo of glasses runs through as a brand imprint, expressing the same lineage as the "O-C" in the Maochang logo. From spatial recognition to brand recognition, down to the smallest elements of the brand, Shanghai culture, trendy art, and leading technology all work together to help the brand establish a deep connection with young users.
△4#展柜丨Exhibition cabinet 4#
△5#展柜丨 Exhibition cabinet 5#
“隐秘之镜”的主题设定，是隐形眼镜在营销层面唤醒老字号活力的生发，再一次主动拥抱年轻消费的破局密码。
镜界绿提取自品牌企业色，自带活力的焕新加持。佐证百年发展的时间历练，则交给了曾经玫红为主场的品牌行走路径。
The theme of "Hidden Mirror" is set to awaken the vitality of century-old brands in the marketing aspect of contact lenses, once again embracing the breakthrough password of young consumerism.
The green color of the mirror world is derived from the brand's corporate color, bringing a vibrant renewal. The time and experience of a hundred years of development are entrusted to the brand's previous path dominated by pink.
旧时光里的老上海中药柜形态，品牌色经时间洗礼后的更迭，都在以回溯的姿态，讲述百年茂昌在验光技艺上的百年沉淀。品牌眼镜的幻形，始终成为品牌的烙印，在验光室具象为“L”与“R”的双眼意向，与当下最先进的仪器加持着这一空间的沉浸式体验。
以时间为锚定，形态与技术是变量，精度则成为守恒的工艺标签。
The form of the old Shanghai medicine cabinet in the old times, the evolution of brand colors over time, all tell the century-old accumulation of Maochang in optometry. The transformation of brand glasses has always been the brand's imprint, concretely represented as the intention of "L" and "R" in the optometry room, and is enhanced by the most advanced instruments of the present, creating an immersive experience in this space.
With time as the anchor, form and technology as variables, precision becomes a constant craft label.
9#展柜丨Exhibition cabinet 9#
△眼镜logo衍变丨Evolution of the glasses logo
防滑条，探索境，提示墙，玫红色以比例之美化身为不同功能，微部的匠心担纲着最恰如其分的体验感。色彩的对撞，以极具冲击力的大胆创新，成就最适合打卡主义的视觉符号，精准抓住了吸引流量的正确打开方式。
Anti-slip bars, exploration areas, hint walls, the pink color takes on different functions in proportion, and the meticulous craftsmanship carries the most appropriate sense of experience. The contrast of colors, with bold and impactful innovations, creates visual symbols that are most suitable for "check-in" culture, accurately capturing the correct way to attract traffic.
楼梯成为一二层不同功能属性的分水岭，以材质，色彩，完成了到由引流到落客的衔接，设计原创品牌平面体系，亦在此处发挥了视觉与行为的暗示，成为空间动线上的指示。
The staircase becomes a watershed for different functional attributes on the first and second floors, using materials and colors to complete the connection from attracting customers to serving customers, and the original brand graphic system is also implied here, playing a role in visual and behavioral cues, serving as indicators on the spatial circulation.
马赛克的艺术天赋，水洗石的质感肌理，如影随形的品牌logo烙印，茂昌品牌新形象的升级，精神的符号转译，到局部材质的调性定位，处处皆是品牌焕新后，与人多维立体的沟通互语，设计依托空间，重新构建一整套品牌识别的视觉语言，烙印着百年茂昌品牌的新生态体系。
The artistic talent of mosaics, the texture of washed stones, and the brand logo that follows like a shadow, the upgrade of Maochang's brand new image, the translation of spiritual symbols, and the positioning of local materials, all communicate with multidimensional interactions, relying on the design of the space to reconstruct a complete set of brand recognition visual language, imprinting the new ecological system of Maochang's century-old brand.
02海派腔调 内核承续
Shanghai style with a continuous core
设计
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