Media has always played a crucial role in business communication, reflecting the spirit of its era. As media evolves, it changes how people receive information, driving the progression of human thought and behavior. In this project, we aim to use spatial installations as a medium to convey the brand spirit of Haolilai, fostering a deeper and more emotional connection with the public.
△ Spatial motion diagram
Throughout history and looking ahead, humans have continuously explored new dimensions of food, driving innovation in food production technology. This evolution has opened endless possibilities for taste and lifestyle. This symbiotic relationship inspired the spatial concept. The designer drew from the complexity of the post-industrial era to create a playful space infused with mechanical aesthetics, integrating contemporary mainstream media. This approach brings the exploratory spirit and fresh baking concepts at the core of the Holiland brand to a new generation of consumers.
△ Axonometric diagram
The space is envisioned as a “systematic” production workshop, where displayed products resemble precise, controllable industrial items. Mechanical components symbolize advances in standardization and automation technology. Through artistic expression, tall conveyor belts and rotating flour containers serve as display units, immersing visitors in an “experimental field” that reflects the complexity of mechanization. This setting also creates a multi-dimensional emotional connection between the brand and its audience.
The combination, layering, and extension of different materials allows visitors to intuitively experience the spatial narrative. Gray-toned materials such as foam aluminum and stainless steel reveal a pure texture under the uniform glow of luminous film. By maintaining a low saturation palette, the mechanical elements stand out as narrative focal points within the scene.
Designers carefully integrated the display of baked goods into the overall design, combining sandblasted stainless steel mechanical components with targeted lighting. This creates a dramatic contrast between the warmth of the food and the coolness of the materials, drawing customers’ attention directly to the products.
△ Plan view
△ Elevation drawing
Project Information
Project Name: Haolilai Concept Store
Location: Xintiandi, Hongqiao, Shanghai
Space and Prop Design: DAS Lab
Company Website: www.das-design.cn
Lead Designer: Li Jingze
Designer: Liu Shengyu
Owner: Haolilai
Main Materials: Foam aluminum (Shanghai Yirong Metal Materials Co., Ltd.), Bedo magic ground (Shanghai Duoyi New Material Technology Co., Ltd.), Matte stainless steel (Jinggang Shijia), Volcanic stone (Shanghai Jintiandi Building Materials Co., Ltd.), Gradient film (Taizhou Bessemer New Material Co., Ltd.)
Indoor Area: 80 square meters
Design Period: September 2019 – November 2019
Construction Period: December 2019 – May 2020
Photography by Shao Feng
All text and drawings are courtesy of DAS Lab
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