INFO

751 Design Store
751 设计商店



ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Yan Yaoming / Nod Young / Pan Zhengzhong / Guang Yu
ILLUTRATOR: Andrey Kokorin
YEAR: 2017
CLIENT: 751 Design Store
How should the 751 Design Store, which is located right next to the global art center of 798 Art District, position its brand? At the initial stage of design, we were already engaged in the discussion. That is, how the 751 Design Store, a commercial entity that focuses on design, can distinguish itself from the 798 style that many people are familiar with through visual language.

In our process of designing, we separated the business projects that were originally mixed together. We decided to give each project new descriptions, then reintegrate the projects back together. Hence, the packaging of a design store became the integration of five brands: books, gifts, clothes and adornments, home furnishing, and cafe. We’ve designed individual visual signs and applications for each item, and targeted them with five specific design languages: orient, minimalism, vintage fashion, modernism, and
aestheticism. Those languages come together and become a collage, filling the visual system of 751 Design Store with the possibility of endless changes while keeping a unified style.
798 艺术区是世界性的艺术焦点区域,与它毗邻的751设计区品牌应该怎么做?我们在设计之初就加入了这场讨论,751作为主打设计的商业环境,如何通过视觉语言的建立区别于大家已经非常熟悉的798风格的艺术区形式。

我们在设计的过程中,拆分了客户原本糅杂在一起的经营项目,决定把每一个经营项目都重新描述再整合到一起。于是,一个设计商店的包装变成了五个品牌合成的结果:图书、礼品、服饰、家居和咖啡馆。我们为每一个单项都设计了独立的视觉标识和应用,针对性地使用了五种不同的设计语言:东方、极简、复古、现代和唯美,通过拼贴的方式穿插使用,使751设计商店的视觉系统在保证风格的统一下充满无数变化的可能。



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