背景分析：

店与面受“美的”冰箱事业部委托，对2017年终端门店形象进行提升设计。我们这次的设计任务是：1、U型体验店（6*10*6米，60平方米）2、U型常规连锁店（5*8*5米，50平方米）。我们观察到整体行业终端设计与陈列提升缓慢，传统连锁渠道受限于“寸土寸金”，仍然是功利性的“硬陈列”产品导向；因此店与面要突破此困局，让美的终端店体验店带来不一样的陈列突破。

我们的创意：

打造出一个“亲切的高端冰箱体验店”。小情景营造亲和力，增加顾客高感度和停留度，降低顾客防备心理。有限的空间更应该具有清晰的体验层次和产品价值解读。在确保产品出样的情况下，充分利用留白空间进行氛围营造设计，基于“新鲜、健康”的顾客利益直观空间视觉表达，合厅状态下，主副品牌泾渭分明的各自特色传达。

设计要点：

体验店功能规划：5个功能区域形成各自的价值解读。

U型店外展正面为“食材情景区+核心功能诉求区”，磁性引流。

中岛为“酒柜冷柜组合体验”。

主视墙为“主推明星产品展示”，左侧为凡帝罗产品卖点，右侧为美的产品卖点。

左视墙为“凡帝罗”产品阵容。

右视墙为“美的”产品阵容。

Background:

It was commissioned by the "Midea refrigerator business department to upgrade the image of the terminal store in 2017. At this time, we are about to design one U-shape experience store (6m*10m*6m;60㎡) and one U-shape common store (5m*8m*5m;50㎡).

We observed that the terminal design and display of the whole industry have been slow to be upgraded. The traditional chain channel is limited by high cost that is still the “hard display”product orientation with utilitarian; therefore, D&M should break through the predicament, bringing different breakthrough of the Midea terminal  experience stores.

Originality:

To create one “amiable and high-end refrigerator experience store”. To offer a small scene to improve affinity,increasing customers’ favorability and retention in order to reduce their psychological preparedness. The limited space should have clear levels of experience and products value interpretation. In order to ensure that the product can be out of the sample, make full use of the blank space for the atmosphere design. Based on the space visual expression of customers interests with “fresh and healthy”,the brand and sub-brand clearly convey their respective characteristics under the state of the integrated hall.

Design point:

Experience shop functional planning: 5 functional areas form their respective value interpretation.

Outreach of U-shape are the food materials scene area and appeal area of core function, guiding the flow of people.

In middle is the experience area of the combination of wine shelf and refrigerator.

The main wall is to display the star products; the Vandelo selling products are on the right side while the Midea products are on the left.

The left wall as "Vandelo" product lineup.

The right view wall as "Midea" product lineup.