年轻即活力，活力即未来。

Youth means vitality, and vitality is the future.

此次项目位于沈阳沈北新区大学城。在各类品牌IP层出不穷的大环境下，如何在旧城区进行改造升级以新面貌级吸引周边Z世代潮流消费群体，是该品牌转型的重要突破。

The project is located in the University Town of Shenbei New District, Shenyang, China. In an era where various brand IPs are emerging one after another, one of the challenges of brand transformation is how to renovate and upgrade the old urban area to attract the surrounding new generation Z consumers with a new brand image.

设计上采用叙事空间手法，尝试捕捉当下年轻消费者探店的审美点，以“鲜活输送”为切入点，营造街边炒制的既视感，构建富有活力的动态空间来契合品牌属性。

Through a narrative space method, the design focuses on the aesthetic points when the current young consumers visit a store. Themed with fresh delivery, the project creates a scene like street stalls, constructing a dynamic space to fit the brand spirit.

设计团队将区别传统形式的制作工序融入空间，以透明传送管道为引，空间被分为备料、操作、收银、零售四个板块，以美食制作的流程将不同功能区域串连，三条LED灯带嵌于管道内，一路弯曲外延伸，极具未来科技质感的视觉体验，仿佛在源源不断输出鲜活。这条传送带装置成为整个空间形神兼具的表达窗口“栗子正在被输送中，美食即将抵达”。

The production process that distinguishes itself from the traditional way is integrated into the space. Guided by the transparent transmission tube, the space is divided into four sections: material preparation, operation, cashier, and retail. Different functional areas are connected in series according to the food production flow. Three LED light strips embedded in the tube extend all the way to create a visual sense of future technology as if outputting freshness continuously. The conveyor belt device has become a display window in both form and spirit, expressing that “The chestnuts are being transported, and the fresh food is about to arrive.”

夜幕下，透过巨型玻璃，银色的火箭正在做着起航前的准备工作。

At night, through the large glass, the silver rocket was doing preparation before setting off.

比起理性克制的未来主义，团队更想用活泼浪漫来描述未来。通过造型、色彩等视觉设计呈现未来年轻活力的氛围感，让空间变得活泼、生动、动感，以此打通与年轻消费者的联结。

The design describes futurism with liveliness and romance rather than rationality and restraint. Through visual design such as shape and color, it presents a young and energetic future ambient, making the space lively, vivid and dynamic, so as to connect closely with young consumers.

大门、管道均以圆弧代替棱角的方式呈现，夸张有趣的零部件让空间活力满满。可爱栗子通过管道“被输送”到货架之上，不仅生动了品牌形象，更激发了人与空间的快乐自然互动。团队希望这种打破传统单一的展示方式，建立有趣场景来增强体验。

Doors and tubes appear in the form of arcs instead of edges and corners, and exaggerated and interesting components make the space full of vitality. The cute chestnuts are “transported” to the shelves through the tube, which not only makes the brand image vivid but also stimulates the happy and natural interaction between people and space. By breaking through the traditional single display mode, the design team creates interesting scenes to enhance the experience.

空间以鲜艳的黄色为主色调，搭配不同的肌理质地的浅色石材和金属材质。产品以黄、绿、橙三色排列进行摆放，富有层次美感，透明玻璃的视口也体现了空间的通透感。

The bright yellow palette matches with metal and light-colored stone of different textures. The products are arranged in three colors as yellow, green, and orange, full of layered beauty. What’s more, the transparent glass reflects the transparency of space.

细致的交互体验设计随处可见。购物篮、圆形取货勺的放置，人体工程学的产品展示等细节也成为整体设计风格的一部分，在不动声色之间提升消费体验。

Exquisite interactive experience design can be seen everywhere. Details such as the placement of shopping baskets, round pick-up spoons, and ergonomic product displays have also become part of the overall design style, enhancing the consumer experience in a silent way.

随着年轻消费者的更新迭代，线下零售空间注入更多创新设计已成为潮流趋势。 OYTT想完成的是由「鲜活栗输送站」这一理念打造的新型商业线下情绪价值空间。以年轻活力为锚点叩问未来商业空间模式，将视觉设计与品牌理念合二为一，为一栗鲜活栗公司这个品牌构建“活力与未来感”并存的新型零售中心，引领新的潮牌空间趋势，重塑品牌在Z世代年轻消费人群心中形象。营造的是让来到的每一个人都能感受到的氛围，从接受到普及。

Along with the new generations of young consumers, it has become a trend to inject more innovative designs into offline retail stores. OYTT DESIGN aims to accomplish a new commercial offline space with emotional value adhering to the concept of “a fresh chestnut delivery station”. Themed with youth and vitality, the project is an exploration of the future commercial space model, which integrates visual design and brand concept to build a new retail center with “vigor and futuristic sense” for nut co., leading a new band space trend, and reshaping the brand image in the minds of the young generation Z consumers. In such a space, everyone who comes can feel the ambient, from acceptance to popularization.

项目信息——

项目名称：一栗鲜活栗公司(沈阳积家购物中心店）

项目地址：沈阳市道义南大街积家购物中心

设计单位：无锡欧阳跳建筑设计有限公司

设计创意：欧阳跳 蒋越

设计执行：周丹凤

项目面积：64m²

设计起止日期：2022年2月

完工时间：2022年5月

主要材料：不锈钢，艺术涂料、砖

项目摄影：鲁哈哈

Project information——

Project name: Nut Co. (Shenyang Jijia Shopping Center)

Project address: Jijia Shopping Center, Daoyi South Street, Shenyang, China

Design firm: OYTT DESIGN

Design creativity: Ouyang Tiao, Jiang Yue

Design execution: Zhou Danfeng

Project area: 64m²

Design time: February 2022

Completion time: May 2022

Main material: stainless steel, art paint, brick

Project Photography: Lu Haha