PROJECT

DESCRIPTION

Zhao Meili Hot Pot is the only Chongqing hot pot brand to break the circle in the competitive environment of Chongqing Hot Pot in 2023.
Zhao Meili Hot Pot -
Guanyinqiao Flagship Store is located in the Guanyinqiao commercial district of Chongqing. The restaurant covers an area of 160 square meters, with a total of 16 tables and 66 seats.
As a commercial design, this case revolves around lightweight brand investment, differentiation of brand space, and privatization of brand symbols.
On the front door, by maximizing the packaging material and luminous area,brand name and other key elements are enlarged to make the front door brighter and clearer to achieve an overall visual impact and becoming a powerful tool for attracting customers for the brand.
In terms of spatial structure, old brick walls and red glass structures are used to divide the space to make the store with only 100 square meters private.
In terms of spatial decoration, a festive red color scheme is used as the basic color tone. The old flower wooden doors with congratulations on getting rich, red couplets, handwritten calligraphy, old-fashioned mirrors hanging on walls, red hanging flags, millennial naked buttocks dolls, red and white checkered tablecloths are used as symbols to carry the memories of a generation. In addition, glass is combined with highly reflective materials,such as mirrors and other things. It creates a conflict between old and new, also connect young consumer groups and present a lively dining atmosphere.
This case opened in February 2023 and according to official data, the store has accumulated a queue of over 34000 people in a single month, with a maximum of 11 rounds of platform flipping. The daily average platform flipping rate is 826%, and the longest waiting time is 327 minutes and it continuously ranked first on the local hot pot list.