永创设计 | 成都GOGOEGO壹购潮流广场-设计风向

GOGOEGO X 永创设计｜从EGO蝶变，成都潮流新地标引领Z世代风尚

GOGOEGO Trend Supermarket X WING DESIGN

与COSMO共享同一业主方的GOGOEGO，其前身可追溯至2009年潮流地标EGO（壹购潮流广场）。历经十四余载的沉淀，业主方决定对其进行旧改，从建筑立面的重塑，到精准聚焦新兴消费客群，与Z世代建立用户连接，再到全面焕新的品牌VI系统，最终孕育出GOGOEGO这一潮流新宠。GOGOEGO继承了EGO的潮流基因，成为继COSMO之后，又一个引领潮流风尚的地标。

The predecessor of GOGOEGO, which shares the same owner as COSMO, can be traced back to the 2009 trend landmark EGO (EGO Trend Plaza). After more than fourteen years of accumulation, the owner decided to undertake old renovations, from reshaping the building facade to precisely focusing on the emerging consumer groups, establishing user connections with Generation Z, and then to the comprehensively refreshed brand VI system, ultimately giving birth to GOGOEGO, this new trend favorite. GOGOEGO inherits EGO’s trend genes and becomes another trendsetting landmark after COSMO.

∇ © Ray

随着电子商务的蓬勃兴起，购物模式的深刻变革不仅重塑了消费格局，也直接对传统老式商场构成了严峻挑战，客流量下滑与销售额缩减成为普遍现象。在此背景下，消费者对于价格敏感度日益增强，他们愈发倾向于追求性价比与购物体验的双重满足。同时，新兴零售业态如雨后春笋般涌现，搭配灵活多变的营销策略，进一步加剧了市场竞争的激烈程度，导致如EGO（壹购潮流广场）等传统商场面临转型困境。

With the vigorous rise of e-commerce, profound changes in shopping patterns have not only reshaped the consumption landscape but also posed severe challenges to traditional old malls, with declining customer traffic and sales becoming common phenomena. In this context, consumers are increasingly price-sensitive and more inclined to pursue the dual satisfaction of cost-effectiveness and shopping experience. At the same time, emerging retail formats are springing up, coupled with flexible and diverse marketing strategies, further intensifying market competition and causing traditional malls such as EGO (EGO Trend Plaza) to face transformation dilemmas.

∇ © Ray

正是在这股变革的洪流中，成功打造了成都COSMO标杆门店OO与KANGOL的永创设计团队，再次操刀EGO（壹购潮流广场）的改造。区别于对传统巨型商场的革新与重塑，GOGOEGO颠覆了以往模式化的商业体验框架，转变为自营业商业模式，将其重新定义为「潮流超市」。“潮流”的定位来源于风格属性更适合Z世代，“超市”的定位希望在人货场的场景上更加符合沉浸式消费，潮流风格的单品琳琅满目，可以像宜家一样沉浸式的打卡、体验、种草。

It is in this wave of change that the YongChuang design team, which successfully created the benchmark stores of Chengdu COSMO, OO, and KANGOL, once again took on the renovation of EGO (EGO Trend Plaza). Distinct from innovating and reshaping traditional mega-malls, GOGOEGO changed its business mode into “Trend Market”，self- management business mode. The positioning of “trend” stems from a style attribute more suitable for Generation Z, while the positioning of “supermarket” aims to better align with immersive consumption in the context of people, goods, and venues. Trendy style items are abundant, allowing for immersive check-ins, experiences, and grass-planting like IKEA.

∇ © 永创设计 © WING DESIGN

Z世代，作为数字时代的原住民，随着情绪压力的增加，他们更加追求亲切可爱、无负担的表达。因此，设计团队紧密围绕Z世代的审美偏好与情感需求，选用了腊肠犬「狗狗」作为品牌形象的核心元素，构建了一条强有力的情感纽带。

As digital-era natives, Gen-Z, with increasing emotional stress, pursues a more cordial, cute, and burden-free expression. Therefore, the design team closely revolves around the aesthetic preferences and emotional needs of Generation Z, selecting the Dachshund “dog” as the core element of the brand image to build a strong emotional bond.

这一决策体现了其战略考量与创意巧思，更在多个层面发挥了重要作用。首先，从品牌视觉识别系统的角度看，腊肠狗的形象为商场提供了一个统一、易于识别的标志，广泛应用于商场内外，从标志设计到导视系统，再到各类宣传物料，确保了品牌形象的一致性和规范性，有效提升了消费者对商场品牌的识别度与记忆点，为GOGOEGO在竞争激烈的市场中构建了鲜明的身份标签。

This decision reflects its strategic considerations and creative ingenuity, playing a significant role on multiple levels. First, from the perspective of the brand’s visual recognition system, the image of the Dachshund provides a unified and easily recognizable logo for the mall, widely used inside and outside the mall, from logo design to signage systems to various promotional materials, ensuring brand image consistency and standardization. It effectively enhances consumers’ recognition and memory of the mall brand, building a distinct identity label for GOGOEGO in the competitive market.

∇ © Ray