一百年·品牌生长，文脉赓续

OneHundredYearsofBrandGrowth,

ContinuationofCulturalContext

老字号的更新，是更新设计的重要创意板块

始于空间吸睛，却立于营销的底层逻辑与在地精神

指向商业活力，文化复兴等多维价值更新

此次茂昌眼镜这一品牌的旗舰店焕新

海派文化的赓续

专业精度的恒久，与潮流艺术的主张

一一写入空间的幻变

是对品牌全新定位的深层诠释

Therenewaloftime-honoredbrandsisan

importantcreativeaspectofdesigninnovation.

Itbeginswitheye-catchingspacesbutisrootedinthe

underlyinglogicofmarketingandlocalspirit.

Itaimstorevitalizecommercial

vitalityandculturalrevival,

amongothermultidimensionalvalueupdates.

TherecentrenovationofMaochangEyewear's

flagshipstoreembodiesthe

continuationofShanghai-styleculture.

Itcombinesenduringprofessionalprecisionwith

theadvocacyoftrendyart,allofwhicharereflected

inthetransformationofthespace.

Itprovidesaprofoundinterpretation

ofthebrand'snewpositioning.

基于空间主线，设计由内而外再塑骨与肉，以年轻化策略与品牌积淀升级两大维度，双向构建品牌独特的立体识别，助力升级品牌当下核心价值，讲好老字号的未来新故事。

Basedonthespatialmainline,thedesignreshapesthebonesandfleshfromtheinsideout,withafocusonrejuvenationandbrandupgrading,tobuildauniquethree-dimensionalbrandidentityinbothdirections,helpingtoenhancethecurrentcorevalueofthebrandandtellanewstoryoftheoldbrand.

“在这里，看见上海”

"SeeShanghaihere"

创立于1923年的茂昌眼镜

与上海这座城市一起追随着时间奔跑向前

可谓是海派文化的一脉缩影

Establishedin1923,MaochangGlasses,

togetherwiththecityofShanghai,

hasbeenrunningforwardwithtime,

representingacondensedreflection

oftheShanghaistyleculture.

“镜”是媒介，百年品牌，溯源根脉；“境”是流转，时间更迭，虚实两生；以镜中观世，窥一斑，观上海，向左有底蕴，向右见焕新。

"Mirror"isthemedium,acentury-oldbrandwithdeeproots;"Realm"istheflow,thepassageoftime,thecoexistenceofrealityandillusion;throughthemirror,glimpsesofShanghai,withheritageontheleftandrenewalontheright.

01拥抱年轻撬动流量

Embracetheyouthandleveragetraffic

一层空间指向品牌的年轻化焕新，以流量撬动老字号的活力复兴。

依据品牌型格提取，创意而生的IP“茂昌精灵”，幻形后以雕塑形态，立于中心展示区，是初入空间后的欢迎仪式，亦是品牌识别与文化烙印。

商业逻辑先行，复合场域兼容，咖啡文化，百变秀场，潮酷艺术，生活在平行时空的集合，打开了聚流年轻人的主张按钮。

Thefirstlevelofspacepointstotherejuvenationofthebrand,leveragingthevitalityoftheoldbrandthroughtraffic.

Basedonthebrand'spersonality,thecreativeIP"MaochangElf"isborn.Aftertransformingintoasculpturalform,itstandsinthecentraldisplayarea,servingasawelcomeritualuponenteringthespace,aswellasabrandrecognitionandculturalimprint.

Withabusinesslogicfirstapproach,thecompositefieldiscompatible,incorporatingcoffeeculture,versatilefashionshows,trendyart,andacollectionofparalleltimeandspace,openingthebuttontoattractyoungpeople.

IP设计：茂昌精灵

IPDesign:MaochangElf

△©上海圆周率广告有限公司丨ShanghaiPiAdvertisingCo.,Ltd.

TA是代表着茂昌意识形态的“镜灵”，TA的眼力可以超越空间和时间，看到过去和未来。

TA会随着环境的变化而呈现出不同的模样，带人们回忆起海派文化的繁华，激发人们对于美好未来的想象与憧憬。

“茂昌眼镜店””是TA的居所，这家在上海屹立了百年的眼镜店，见证了上海的时尚潮流变迁，初心从未改变。100年内形形色色的人在茂昌的门店进进出出，而茂昌精灵作为时尚的观察者透过橱窗感知着这一切，用身体定格这座城市的包容与繁华。

TA富于幻想且热爱新奇，TA生而不凡，潮流与时尚是TA的代名词。TA通过观察到的最潮流最尖端的时尚重塑自己，也渴望把时尚带给大家。

TArepresentstheideologicalspiritofMaochang,anditsvisioncantranscendspaceandtime,seeingthepastandthefuture.

TAchangesitsappearancewiththeenvironment,evokingmemoriesoftheprosperityofShanghaistylecultureandinspiringpeople'simaginationandlongingforabetterfuture.

"MaochangGlasses"isTA'sresidence,acentury-oldglassesshopthathasstoodinShanghai,witnessingthefashiontrendsandchangesofthecity,withanunchangedoriginalintention.Overthepast100years,peoplefromallwalksoflifehavecomeinandoutofMaochang'sstores,andtheMaochangElf,asafashionableobserver,perceiveseverythingthroughtheshopwindow,capturingtheinclusivenessandprosperityofthecity.

TAisimaginativeandlovesnovelty,bornextraordinary,andsynonymouswithtrendandfashion.TAreshapesitselfbyobservingthemosttrendyandcutting-edgefashionanddesirestobringfashiontoeveryone.

△咖啡区爆炸图丨Explosivemapofthecoffeearea

咖啡，是“在这里看见上海”的第一眼识别。

当100岁的茂昌眼镜，携手88岁的上咖咖啡，根植于城市文脉的DNA双倍加持。历经时间考验后的意气相投，转化为更契合当下年轻人的行动暗号，精致腔调，转译新潮，变中藏永恒。

Coffeeisthefirstvisualrecognitionof"SeeShanghaihere".

Whenthe100-year-oldMaochangGlassesjoinshandswiththe88-year-oldShangkaCoffee,theyaredoublyblessedwiththeDNArootedinthecity'sculture.Afterbeingtestedbytime,theirlike-mindednessistransformedintoamoresuitableactioncodeforyoungpeople,withexquisitestyle,translatingintonewtrends,andhidingeternityinchange.

△©Wonderlabs上海良晓信息科技有限公司

WonderlabsShanghaiLiangxiaoInformationTechnologyCo.,Ltd.

旧时记事与当下真实，以插画的形式，置于金色咖啡之河的光影变幻中，链接起茂昌品牌乃至上海风貌的前世今生，复古摩登与现代时尚，以一个片段交棒传承。

镜中有境，风土人情百年的迭代，沧海桑田，初心未改，品牌牵线，召唤出时间里的故事。

Theconnectionbetweenpastmemoriesandpresentrealityisillustratedthroughillustrationsplacedinthechanginglightandshadowofthegoldencoffeeriver,linkingthepastandpresentofMaochangbrandandeventheShanghaistyle.

Retromodernandcontemporaryfashionarepasseddownthroughafragment.Themirrorreflectstherealm,theiterationoflocalcustomsandthechangesofacentury,witnessingthechangesoftheseaandthesteadfastnessoftheoriginalintention,connectingthebrandandsummoningstoriesfromthepast.

生活交集，精神共生。刻入上海人灵魂中的咖啡DNA，与相伴上海百年时光的茂昌生活片段，以不同生活面的融合，互语海派的精神交集。

微缩的瓶中景观，“回转眼镜”的妙语，将文脉的时间淬炼，转译为更年轻的空间语言，在这里，看见上海的潮趣腔调。经设计语言的重新编程，老字号里衍生出新的文化与商业双面价值。

Lifeintersects,spiritscoexist.ThecoffeeDNAengravedinthesoulofShanghaipeople,togetherwiththeMaochanglifestylefragmentsthathaveaccompaniedShanghaiforahundredyears,mergeinthefusionofdifferentaspectsoflife,communicatingthespiritofShanghaistyle.

Theminiaturebottlelandscapeandthecleverwordsof"RotatingGlasses"condensethetimeofheritageintoayoungerspatiallanguage,whereyoucanseethetrendyandinterestingsideofShanghai.Throughthereprogrammingofdesignlanguage,newculturalandcommercialvaluesarederivedfromtheoldbrand.

向外昭示，对内引流。基于商业的逻辑，橱窗全面打开，视觉吸引是关注法则，潮流生活以精神暗语。

上咖咖啡与茂昌品牌的联名始终贯穿，“闻香识镜，啡尝上海”的生活方式融合，不动声色静置于细部的视觉与体验展开中。

Outwardmanifestation,inwardattraction.Basedonthelogicofbusiness,theshopwindowsarefullyopen,visualattractionistherule,andtrendylifeisconveyedthroughspiritualcodes.

ThecollaborationbetweenShangkaCoffeeandMaochangbrandisalwayspresent,integratingthelifestyleof"Smellthefragrance,recognizethemirror,tasteShanghai"silentlyinthevisualandexperientialunfolding.

动线为引，休闲区给了聚流落脚的触点。

半围合的惬意，一面以开放通达城市的当下光景，一面以插画穿越至上海的旧时光，顶部装置聚焦，释放潮流与科技感，边柜的品牌展示亦是场域的参与者，共融为海派文化承续和生活方式的秀场，

Theflowlineleads,theleisureareaprovidesagatheringpointforthecrowd.

Thesemi-enclosedcomfort,onesideshowcasingthecurrentsceneofanopenandaccessiblecity,theothersidetraversingtheoldtimesofShanghaithroughillustrations,thetopinstallationfocuses,releasingtrendandtechnology,andthebranddisplayonthesidecabinetisalsoaparticipantinthefield,blendingintothecontinuationofShanghaistylecultureandtheshowcaseoflifestyle.

V

△一镜到底看魔都丨Acomprehensiveviewofthemagiccity

精度守恒，续写看见。镜头的装置，暗藏玄机，呼应空间的品牌属性。

橙色手柄是开启奇妙体验的魔法棒，放大镜随色彩幻变镜语，随着经度的转动，“一镜到底看魔都”的语句连贯，以眼镜图示幻形的行业属性昭示，让魔幻的上海，透过品牌的镜片，成为此刻的“看见”。

Precisionremains,continuingtosee.Theinstallationofthelenshidesamystery,echoingthebrandattributesofthespace.

Theorangehandleisamagicwandthatopensupawonderfulexperience,andthemagnifyingglasschangescolortoreflectthelanguageofthemirror.Withtherotationofthelongitude,thestatement"SeethemagicofShanghaiwithonelens"isconnected,symbolizingtheindustryattributesoftheglassesthroughthevisualrepresentation,allowingthemagicalShanghaitobeseenthroughthelensofthebrandatthismoment.

所有奇妙的体验，都旨在圈粉年轻群体的创新，凝练为茂昌品牌的年轻力脉络。

咖啡物语，在镜境互融下多维述情，吊挂咖啡的形态，是生活热爱里提炼出的艺术造诣，瞬间盘活整个场域的审美高度。一系列新海派生活的集合，从符号里生长出的空间气质，持续递进着设计对品牌占领年轻人心智的赋能。

AllthewonderfulexperiencesareaimedatattractingyoungpeopleandarecondensedintotheyouthfulvitalityoftheMaochangbrand.Thecoffeestory,intertwinedwiththemirrorrealm,tellsamulti-dimensionalnarrative.

Thehangingcoffeeforms,refinedfromtheloveoflife,instantlyactivatetheaestheticheightoftheentirespace.AseriesofnewShanghaistylelifecollections,growingfromsymbols,continuouslyempowerthebrandtooccupythemindsofyoungpeoplethroughdesign.

△装置艺术区丨Artinstallationarea

△3#展柜丨Exhibitioncabinet3#

现代质感的肌理中，复古腔调是延续性的过渡，昭示空间的更新，是老字号品牌立足于百年积淀的重新启航。

横梁与立面，镜头隐语，镜面幻境，皆成为赋能为背景，眼镜形态的简笔标识贯穿烙印，与茂昌logo中的“O-C”表达一脉相承，从空间识别，到品牌识别，精微至品牌的点滴元素，海派文化，潮流艺术与领先技术，共同助力品牌完成茂昌老字号深度链接年轻用户的触点。

Inthemoderntextureofquality,theretrostyleisacontinuoustransition,indicatingtherenewalofspaceandthere-launchofcentury-oldbrands.

Beamsandfacades,hiddenmessagesinlenses,mirroredillusions,allbecomeempoweringbackgrounds,andthesimplesketchlogoofglassesrunsthroughasabrandimprint,expressingthesamelineageasthe"O-C"intheMaochanglogo.Fromspatialrecognitiontobrandrecognition,downtothesmallestelementsofthebrand,Shanghaiculture,trendyart,andleadingtechnologyallworktogethertohelpthebrandestablishadeepconnectionwithyoungusers.

△4#展柜丨Exhibitioncabinet4#

△5#展柜丨Exhibitioncabinet5#

“隐秘之镜”的主题设定，是隐形眼镜在营销层面唤醒老字号活力的生发，再一次主动拥抱年轻消费的破局密码。

镜界绿提取自品牌企业色，自带活力的焕新加持。佐证百年发展的时间历练，则交给了曾经玫红为主场的品牌行走路径。

Thethemeof"HiddenMirror"issettoawakenthevitalityofcentury-oldbrandsinthemarketingaspectofcontactlenses,onceagainembracingthebreakthroughpasswordofyoungconsumerism.

Thegreencolorofthemirrorworldisderivedfromthebrand'scorporatecolor,bringingavibrantrenewal.Thetimeandexperienceofahundredyearsofdevelopmentareentrustedtothebrand'spreviouspathdominatedbypink.

旧时光里的老上海中药柜形态，品牌色经时间洗礼后的更迭，都在以回溯的姿态，讲述百年茂昌在验光技艺上的百年沉淀。品牌眼镜的幻形，始终成为品牌的烙印，在验光室具象为“L”与“R”的双眼意向，与当下最先进的仪器加持着这一空间的沉浸式体验。

以时间为锚定，形态与技术是变量，精度则成为守恒的工艺标签。

TheformoftheoldShanghaimedicinecabinetintheoldtimes,theevolutionofbrandcolorsovertime,alltellthecentury-oldaccumulationofMaochanginoptometry.Thetransformationofbrandglasseshasalwaysbeenthebrand'simprint,concretelyrepresentedastheintentionof"L"and"R"intheoptometryroom,andisenhancedbythemostadvancedinstrumentsofthepresent,creatinganimmersiveexperienceinthisspace.

Withtimeastheanchor,formandtechnologyasvariables,precisionbecomesaconstantcraftlabel.

9#展柜丨Exhibitioncabinet9#

△眼镜logo衍变丨Evolutionoftheglasseslogo

防滑条，探索境，提示墙，玫红色以比例之美化身为不同功能，微部的匠心担纲着最恰如其分的体验感。色彩的对撞，以极具冲击力的大胆创新，成就最适合打卡主义的视觉符号，精准抓住了吸引流量的正确打开方式。

Anti-slipbars,explorationareas,hintwalls,thepinkcolortakesondifferentfunctionsinproportion,andthemeticulouscraftsmanshipcarriesthemostappropriatesenseofexperience.Thecontrastofcolors,withboldandimpactfulinnovations,createsvisualsymbolsthataremostsuitablefor"check-in"culture,accuratelycapturingthecorrectwaytoattracttraffic.

楼梯成为一二层不同功能属性的分水岭，以材质，色彩，完成了到由引流到落客的衔接，设计原创品牌平面体系，亦在此处发挥了视觉与行为的暗示，成为空间动线上的指示。

Thestaircasebecomesawatershedfordifferentfunctionalattributesonthefirstandsecondfloors,usingmaterialsandcolorstocompletetheconnectionfromattractingcustomerstoservingcustomers,andtheoriginalbrandgraphicsystemisalsoimpliedhere,playingaroleinvisualandbehavioralcues,servingasindicatorsonthespatialcirculation.

马赛克的艺术天赋，水洗石的质感肌理，如影随形的品牌logo烙印，茂昌品牌新形象的升级，精神的符号转译，到局部材质的调性定位，处处皆是品牌焕新后，与人多维立体的沟通互语，设计依托空间，重新构建一整套品牌识别的视觉语言，烙印着百年茂昌品牌的新生态体系。

Theartistictalentofmosaics,thetextureofwashedstones,andthebrandlogothatfollowslikeashadow,theupgradeofMaochang'sbrandnewimage,thetranslationofspiritualsymbols,andthepositioningoflocalmaterials,allcommunicatewithmultidimensionalinteractions,relyingonthedesignofthespacetoreconstructacompletesetofbrandrecognitionvisuallanguage,imprintingthenewecologicalsystemofMaochang'scentury-oldbrand.

02海派腔调内核承续

Shanghaistylewithacontinuouscore