背景分析：

首先重寻初心：无论是冷柜、冰吧、酒柜，其产品最终目的就是“保鲜”。

而我们面对的是怎么样的一代消费者？拒绝平庸的一代！被市场宠坏的一代！有个性的一代！欲望快迭的一代！追求自我享受的一代！这些标签都够不够？

他们的口味又是什么？他们喜欢新鲜的、有情感共鸣的东西，与众不同、有个性、有主张的东西。

而未来的商品陈列与展示的趋势是：

1.互动体验，是品牌与消费者深度沟通，并输出产品、品牌形象的绝佳方式；

2.多个性，少共性，一切商业行为将以消费者为中心开展；

3.诉求简洁大气，更有画面感与情景感，不给消费者设置使用障碍。

创意源点：

再说“保鲜”消费者已然不觉新鲜。然而，冠以“任性”二字，却更能激活消费者的共鸣感。

空间创意：

以黑、白、灰及纹理材质为主色调营造出有格调、有个性的展示空间。为呼应“任性鲜活”的主题概念，此次对应冷柜产品我们采用了“冰山”概念来激活终端的视觉感应，并通过多维的切割概念，将简单的空间变得活跃动感，以彩色鲜活空间视觉氛围

Background:

Firstly, we should know that whatever it is freezer, ice-bar or refrigerator, the common goal of them is to keep fresh.

What kinds of consumers are we facing? They refuse common, be spoiled by the market, with strong personality and appetite, also they pursue self-enjoyment. Do all of these labels are enough to describe them?

What is their taste? They like fresh and emotionally resonant things that are different, personal and assertive.

The trend of the future of visual merchandising and display is:

1. The interactive experience is an excellent way for the brand to have a deep communication with consumers and output the identity of product and brand.

2. Multiple, less common; all business activities will be consumer-centric;

3. Pursuit of simple, more sense of the picture and the scene, without setting the barriers for consumer to use.

Originality:

Moreover, consumers are no longer regard “fresh”is new. So, it can activate the consumers sense of resonance with one word of“self-willed”. 

Design point:

With black, white, gray and texture of the main colors to create a style and personalize showing space. In response to the  concept of “self-willed freshness”, we adopted the concept of “iceberg”to activate the terminals’ visual sensing at this time. And also, through the multi-dimensional cutting, the simple space becomes active and vivid space visual atmosphere by bright multi-colours.