三只松鼠体验店 | Three Squirrel Experience Store

项目名称：三只松鼠体验店

项目地址：Raffles City ChongQing

项目面积：200㎡

设计总监：Steven文超 · Nielsen聂鑫

设计执行：Nielsen聂鑫

品牌策划：NewCannery

施工图纸：璞绘深化 · Secret 刘雪梅

空间摄影 : 马猴君

空间插画：Potato 姚媛莉

本项目是在三只松鼠线下投食店的旧版本基础上进行的重新升级与配置。品牌策划团队根据松鼠的囤食行为提出了’囤囤店’的概念，为室内设计明确了规划方向。

This project is a re-upgrade and configuration based on the old version of the Three Squirrel offline feeding stores. According to the squirrel's hoarding behavior, the brand planning team proposed the concept of 'hoarding store', which clarified the planning direction for the interior design.

根据项目区位与自身商业特性和产品属性，吸引—驻足—进店—体验—购买—传播—反哺线上，成为了本次设计的核心线索与思考。

According to the location of the project, commercial characteristics and product attributes, Attracting—Stopping—Entering—Experiencing—Purchasing—Spreading—Feedback online, has become the core clue and reflection of this design.

吸引—驻足：

Attraction-Stop:

结合现场实际与地域特色，我们将黄桷树抽象化，利用柱子在空间中形成了两个体量关系，让视觉冲击更加强烈，以区别周边店铺达到引流目的。动态大屏幕满足产品与品牌输出的目的，独具特色的松鼠号码头缆车成为拍照打卡点，而靠外的“黄桷树”下设置了公共座位，方便来往顾客临时小憩，同时让整个店面看起来更加热闹，吸引更多人进店。

Combining the actual situation on the scene and the regional characteristics, we abstracted the ficus virens and used the pillars to form two mass relationships in the space to make the visual impact more intense and differentiate it from the surrounding stores to achieve the purpose of drainage.The dynamic large screen meets the purpose of product and brand output and the unique Squirrel cable car becomes a photo check-in point. Public seats are set up under the ficus virens to facilitate customers to take a short break while making the entire store look livelier and attract more people into the store.

进店—体验—购买：

Entering-Experiencing-Purchasing

三只松鼠以线上售卖坚果为消费者熟知，但三只松鼠不只卖坚果的讯息开始需要被更多人了解。通过分析零食类产品的特点，我们知道，试吃，是最直接的宣传传播方式，那么采取何种形式则显得尤为重要。

The Three Squirrels are known to consumers for selling nuts online, but the message that the Three Squirrels not only sell nuts needs to be understood by more people.By analyzing the characteristics of snack products, we know that the tasting is the most direct way of advertisement and the form it would be taken is particularly important.

通过分析同类品牌，并经过大量的实地考察调研，同时与品牌策划团队及甲方团队近一年的沟通讨论，最终探索出独具特色的试吃台形式。我们不是简单的将产品堆砌在台面上供人试吃，我们分析行为习惯后，整理出了顾客的整套体验流程：看见—了解—试吃—清洁—强化—选购。

We analyzed the same type of brands, did a lot of field investigations and investigations, communicated and discussed with the brand planning team and Party A team for nearly a year.Finally, we explored and designed a unique tasting table.We are not just stacking products on the table for people tasting. We have sorted out the entire experience process for customers after analyzing their habits. See-Understand-Taste-Clean-Strengthen-Purchase.

看见即第一眼看到这个台子上是什么产品，了解即走近后能看到该类产品的相关信息，试吃即第一时间让顾客体验到产品的口味口感等实际感受，清洁即试吃后顾客有擦手擦嘴等行为，强化即通过多媒体手段强化顾客对该类产品的认知并让顾客更全面了解产品特点，最后根据自身喜好即时拿取。

See, it means first glance what products are on this table.Understand means you can see relevant information of this type of product after approaching.Taste is the first time that customers can experience the actual taste and taste of the product.Cleaning refers to the behavior of customers wiping their hands and mouth after eating.Strengthening means enhancing the customer's awareness of this type of product through multimedia means and letting customers understand the product characteristicsFinally, they can take it according to their own preferences. 

因此我们将以上各点进行了模块化的设计，并根据需求进行组装，形成功能完备的试吃体验台。有产品广告画面，有模块化的试吃分包盒，有纸巾盒垃圾桶，有多媒体触控设备，有产品陈列功能，多种功能集合成为一个1100X550mm的单向立方体，满足一个SKU的体验。根据店铺面积和形态，可以进行灵活的搭配，在本项目中我们组合了28个单体，基本满足三只松鼠上新频率。

Therefore, we have modularized the above points and assembled them according to requirements to form a full-featured taste-experiencing table.There are product advertising screens, modular tasting sub-packaging boxes, tissue box and trash cans, multimedia touch devices, product display functions. Multiple functions are combined into a 1100X550mm unidirectional cube to satisfy the SKU experience. This kind of space can be flexibly matched by different areas and shapes of the store. In this project, we have combined 28 monomers, which basically meets the new frequency of three squirrels.

中心试吃体验主要针对新品，那么周边靠墙货柜则提供给认知度较高的品类，避免人群在中间区域拥堵。通过对展陈方式的灵活设置，方便顾客看见，拿取，也方便员工根据不同产品做相应的展陈调整。

The center's tasting experience area is mainly for new products, while the surrounding containers against the wall are provided to categories with higher awareness to avoid crowds in the middle area. It is convenient for customers to see and take the products through the flexible setting of the display method. Moreover, it is convenient for employees to make corresponding display adjustments according to different products.

传播—反哺线上：

明亮的色调，超级符号的置入，独具区域特色的松鼠号缆车，以及钻来钻去的松鼠IP，在契合囤囤店主题的基础上，给人带来了全新的视觉和空间体验，看见即拍照，成为了更自觉的传播行为，而线下试吃体验让顾客对产品有了充分认知，后期不用到店也可放心选购线上同类产品,最终形成了完整了体验到复购的闭环。

Bright tones, the placement of super symbols, unique regional characteristics of the Squirrel cable car，while the squirrel IPs that drilled to and fro. They are all based on the theme of the Hoarding Store and bringing people a new visual and spatial experience.Seeing and taking pictures has become a more conscious communication behavior. The offline tasting experience allows customers to fully understand the product. They can safely buy similar products online without visiting the store in the future.Ultimately, a closed loop that completes the experience of repurchase is formed.