MINISO LAND全球壹号店位于南京东路U479商场，三层高的零售空间临街而立，借街角位置沿建筑体立面双向展开，最大限度地扩宽与城市、与人群的交汇界面。在川流不息、不舍昼夜的都市中心，唯想国际与名创优品共同对未来零售新范式进行一次前瞻性的探索与实践，以空间叙事性布局、沉浸式场景体验以及丰富的互动元素，打造IP主题乐园，邀请大家跳出沉闷的日常生活，在MINISO LAND全球壹号店内体验游戏般的自在与欢乐。
MINISO LAND is located in the U479 shopping mall on Nanjing East Road, a three-story high retail space standing on the street, expanding bidirectionally along the building facade from the corner location to maximize the interface with the city and the crowd. In the bustling, round-the-clock downtown area, X+Living and MINISO have jointly conducted a forward-looking exploration and practice of the new paradigm of future retail. With spatial narrative layout, immersive scene experience, and rich interactive elements, they have created an IP-themed amusement park, inviting everyone to break away from the dull daily life and experience the freedom and joy like a game in the MINISO LAND.
创意地标 幻梦开场
Creative Landmark, Dreamy Opening
南京东路，作为商业步行街的标志性符号，其两侧商业建筑密布，品牌如流，快节奏地穿梭于城市脉络之中，令人目不暇接。设计师以不容忽视的强色彩性占据人们的视觉焦点，给习以为常的现代街景一个意料之外的斑斓惊喜，打造街边艺术消费场景。外立面直白地宣告乐园的热闹与欢腾，不同IP的标志性人物造型，即使在远处也能迅速捕捉行人的目光，吸引人们前往。
Nanjing East Road, as a symbolic sign of commercial pedestrian streets, is densely populated with commercial buildings on both sides, with brands flowing like a stream, rapidly shuttling through the urban context, dazzling to the eye. The designer occupies people’s visual focus with an undeniable strong color, giving the familiar modern streets an unexpected colorful surprise, creating a street-side art consumption scene. The facade straightforwardly declares the amusement park’s liveliness and joy, with the iconic character shapes of different IP, which can quickly capture the attention of pedestrians from a distance, attracting people to come.
∇ 外立面以富有张力的平面视觉，结合数字屏幕为城市街景增添了趣味性
The exterior facade features dynamic visuals combined with digital screens, adding interest to the urban streetscape.
走近，一座欢乐的幻梦乐园将行人热切地拥入。乐园是一个集快乐、幸福、满足与希望等人类普遍价值追求于一体的微缩世界，营造出具有高度情感共鸣与身份认同的场所。人们在这里拾获欢乐，携着轻快的心情满载而归。设计师提取乐园的氛围和象征意义，在零售空间内重构一个融合情感交流、文化体验与品牌价值的综合性平台。
Approaching, a joyful dream amusement park warmly embraces pedestrians. The park is a miniature world that integrates universal human values such as happiness, satisfaction, and hope, creating a place with high emotional resonance and identity. People pick up joy here and return with a light mood. The designer abstracts the atmosphere and symbolic meaning of the amusement park, reconstructing a comprehensive platform in the retail space that integrates emotional communication, cultural experience, and brand value.
∇ 外立面及招牌细节
Exterior facade and signage details.
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