公园，一个城市中最富余生活气息和民众趣味的场所。每天不同时刻，公园里都演绎着不同人不同的故事，这里就像一个容器，盛满普通民众对生活的热忱与希望。晨练的老人、玩耍的儿童、练乐器、组舞队的叔叔阿姨……公园里每天发生的故事深深烙印在城市发展的历史中。

Park is the place with the richest life and the people’s interest in a city. At different times of the day, different stories of different people are played out in the park. It is like a container filled with the enthusiasm and hope of ordinary people for life. Elderly people doing morning exercises, children playing, uncles and aunts practicing musical instruments and forming a dance team…

▼店铺外观，Front view © 或者设计

▼店铺外观，也可以作为拍照打卡区，Front view, the bench also functions as a check-in zone © 或者设计

当下品牌都在追寻升级与变化。但往往找不到有趣的切入点。廣莲申是一个立足于上海的中点品牌，前两年依靠良好的产品力赢得了消费者的认可，在消费者心里是“地方老字号”的存在，受众大多是有一定年纪的叔叔阿姨。这一次品牌升级我们希望廣莲申在不流失原有市场的基础上，能进入年轻人的视野中。

The stories that happen every day in the park are deeply imprinted in the history of the city’s development. Currently, brands are pursuing upgrading and changes, but they could not find the starting point. GRAND LIZ is a brand of Chinese dessert based in Shanghai. Being the “local time-honored brand” in consumers’ mind, It had won the recognition from consumers with great product power in recent years, with those middle-aged or even older group serving as the main customers. In terms of the brand upgrading this time, we would like to make GRAND LIZ be a choice for youngsters on the basis of maintaining its original market.

▼门头细节，Storefront detail © 或者设计

▼打卡区，Check-in zone © 或者设计

最终我们定下的策略是——将生活感的场景作为突破口，让它既可以连接品牌身上的上海文化与地域产品优势，又可以通过老场景新尝试来做大胆的突破。做到与年轻人对话，实现品牌年轻化的升级，同时摆脱现在泛滥的“国潮中点”的局面。真正的创造出属于廣莲申自己的文化内容。市集、公园、弄堂……等都是我们抓取的概念场景。

Our final strategy is as below: We will take the scenes representing Shanghai life as the acting point. On one hand, it could connect the Shanghai culture contained in the brand with the regional product advantages; on the other hand, great breakthroughs could be made through old scenes and new attempts. In this way, the brand rejuvenation could be realized through the dialogue with youngsters and the cut and dried “China chic” would be got rid off. The distinctive cultural content for GRAND LIZ itself would thus be created. Bazaar, park and alley serve as conceptual scenes utilized by us.

▼入口，Entrance © 或者设计

点心公园是廣莲申第二个主题店，我们将产品的销售与生产都贯穿到公园的场所氛围中，空间材料与颜色，都从公园中最有代表性的元素中提取——报刊亭、零食小卖部、儿童转椅、步道、摇摇马，公园长椅……这一切的细节都在给顾客“还原”一个市民公园的样子，但又是一个通过巧妙设计和重组升华后的“市民公园场景”，我们希望呈现给消费者的是一个年轻、时尚、有话题性、有分享欲望的新零售空间。

▼分析图，Analysis © 或者设计

GRAND LIZ SUPER PARK is the second theme store for GRAND LIZ. We will integrate sales and production into the atmosphere of park. Besides, materials and color in the space are extracted from most representative elements of the park, such as Newsstand, canteen, children’s Roundabout chair, walking path, rocking horse, bench… All of the details“restore”the face of a park as what it should be. Meanwhile, a “daily scene in the park” is presented through ingenious design, reorganization and upgrading. We are striving to present a fashionable new retail space which is full of young elements, hot topics and sharing desire.

▼ 内部空间，Interior space © 或者设计

▼空间材料与颜色，都从公园中最有代表性的元素中提取，Spatial materials and colors are drawn from the most representative elements of a park © 或者设计

▼室内细节，Interior detailed view © 或者设计

▼自助购物区，Self-service area © 或者设计

▼自助购物区近景，Self-service area – close view © 或者设计

这是廣莲申的一次新尝试与开端，后续我们还会带来廣莲申各种不同的主题店，呈现完全不同的消费场景。我们希望消费升级并不仅仅局限于“装饰”的表面改变。而是从内而外持续性的输出属于当下的有趣内容，并且使内容能触发消费者自发的宣传和推广行为，通过内容、场所、产品等等与消费者保持对话，保持新鲜感。

It is a new try for GRAND LIZ, which indicates a new start. We will establish the theme store of GRAND LIZ SUPER PARK and the theme store of GRAND LIZ SUPER ALLEY in the next step to present completely different consumption scenes. In our mind, consumption upgrading is by no means the simple change of “decoration”in the surface. In fact, it implies the output of present content from the inside out, the constant dialogue with consumers through content, site and products and the everlasting freshness.

▼客座区，Seating area © 或者设计

▼空间细节，Spatial details © 或者设计

▼立面分析图，Elevation © 或者设计

▼ 平面图 floor plan © 或者设计

项目名称：廣蓮申點心公园

项目地点: 上海市静安区茂名北路277号101-102

主持设计师：巫国源

设计团队：奕豪、BOBO、小鱼、小鸣、张浩、吕哥

项目业主：廣蓮申

主要材料：不锈钢、金属烤漆、地坪漆、红砖

室内面积：211m2

完工时间：2022.02

摄影：或者设计

Project name: GRAND LIZ SUPERMARKET

Project location: Room 101-102, No. 277, Maoming North Road, Jing’an District, Shanghai

Director: Guoyuan Wu

Project team: Yihao, BoBo, Xiaoyu，Xiaoming，Zhanghao，Lvge，

Client: GRAND LIZ

Main materials: Stainless steel, metal paint, floor paint, red brick

Indoor area: 211 square meters

Completion date: Feb. 2022

Photography: OR Design