Break down Green Leopard culture

There is an ancient town in China, where large and small lamp manufacturers are everywhere. The total output value of the lighting industry even accounts for more than 60% of the national market share, and there are more than 3,600 lighting shops. It is the ancient town of Zhongshan with the name of "the capital of Chinese lighting". The encounter between CUN DESIGN and the Green Leopard lighting brand also started here.

For each lighting company, the demand and expectations of the exhibition hall are very high. The design of the exhibition hall not only greatly helps the marketing of the product, but also plays an extraordinary role in the spread of corporate culture and brand building. At the beginning of designing the exhibition hall, we set out to understand the Green Leopard Lighting brand culture and break it down.

In the current consumption habits, it is often the consumer's personal interests that drive all the actions that consumers take in the exhibition, not the "plot" set by the designer in the exhibition space. From the perspective of the industry, when we arrived in Zhongshan and saw all kinds of lamps and lanterns exhibition halls, we find that all of them all had the same characteristic that the lighting is placed in the space public exhibition hall and the interaction between these lamps and lanterns is extremely great.

In the traditional form of the exhibition hall, in order to sell a lamp, many people design some scenes, such as living room, bedroom, etc. which are virtual scenes created for lighting products. However, this operation has certain problems. Firstly, the scene-based setting cannot be used for a long time, and secondly, this operation does not meet the real purchase demands of each consumer. In our initial setup of the lighting showroom, every designer should think about "what kind of environment should the light be displayed on?"

The original space was the two bottom quotients of the building. In order to achieve a circular dynamic line in accordance with business, we deconstructed the two block buildings and removed the barrier wall to make the dynamic line more reasonable. In order to meet different business needs, we have set up 3 entrances and exits: the main entrance A in the exhibition hall, the entrance B along the street, and the most important entrance C to the internal mall, forming the internal business drainage.

The purpose of entrance A is to show the brand image temperament, and it is also the main service function area for guests. We break the traditional front desk layout method, combined the front desk with the service area, and set up a slanted front desk area according to the perspective of the main entrance. At the end, the logo wall of Green Leopard brand was made. The logo's shape is a combination of metal and body. The three-dimensional effect of strength and dynamic tension represents the spirit of the green leopard brand "Dash". Crowds on the street can see the brand logo intuitively from the A entrance.

The shape of the top is disassembled by the leopard's muscle in the Green Leopard logo. We made some decentralized boxes so that each light was in the box, and the problem of the influence between light and light was first solved. The uniqueness of the lighting products in the area of gray material made full use of it, making consumers pay more attention to the shape of the product itself. In this way, we removed the virtual environment and also accompanied the growing relationship with consumers. Because of the current consumer groups, their choice of products is actually clearer. They have pictures in their heads and do not need scenes to prove it.

The box below also had a small area of extension and an interactive screen for lighting product information was set up. Consumers can stand freely to understand the characteristics of each product and actual case materials.

Aurora

In the overall space, we have used the logo color implantation. The water ghost green ink art resin floor paint makes the ground look like a green aurora projected by a box.
The core management service functions in the exhibition hall were arranged at the
center of the space, and two brand display screens were set up to facilitate the distribution of sales and services to the surroundings, shortening the management flow and reducing management costs.
The negotiating area was evenly distributed according to the space area and is easy to use without disturbing each other. On average, there is a negotiating area at about 15 meters and we set it close to the window, letting the flow of people outside the window see the consumption situation in the store. The combination of furniture and products forms a good visual effect, which can be displayed outside through the window to achieve the purpose of attracting people.

In the central area of the exhibition hall, we have set up a process module display area. The modular combination expression makes the display area of the installation platform 20 square meters. If calculated based on the average 0.7 square meters required for each process module, a total of 28 process modules of the green leopard brand culture can be displayed.

For the wall treatment at the end of the space, we set the Green Leopard wall lamp here. In order to prevent the light and shadow displayed by each wall lamp from interlacing, based on the wall surface, we have made a uniform oblique treatment, so that each wall lamp has its own bottom plate for the display of a single product. After solving the most important functions, the number of wall light displays has been extended from 10 to 15-17 in line with the wall size.

Design is easy to be out of date, but creativity stays fashion forever.

The rise of post-90s and post-00s consumption has made the market increasingly younger. Facing this generation of special tastes, the era when traditional brands relied on the old and sell the old is over. In the past, through an excellent logo, a moving Slogan, and a pleasant story, traditional brands can arouse great enthusiastiam. Compared with post-70s and post-80s with a lot of scruples, many post-95s are less burdened. They have more personality, and more assertion. What they consume is not just a functional product, but more value for the sense of self-identity and belonging behind the product. For these, the design of the exhibition hall will serve the purpose:

- Transmission and realization of brand value: let consumers quickly establish brand association and brand identity;

- Create content and products that can be displayed in multiple dimensions: improve consumer reach and acceptance of product information;

- Create product portfolios with new business space: provide auxiliary forces for brand innovation and achieve brand differentiation;

In the complex material world, we want to find a certain quality to express an honest attitude towards life or something. Design is not only a great help to the marketing of the product, but also a brand added value using design thinking. Communicate with the public, affect the direction of the industry and drive the purchasing power of
consumers instead of sticking to a certain form to let brands enter the public opinion and let space itself speak to others.

Credits:
- CUN DESIGN - assistant - Yingdong Ye