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ao\u00fbt dernier, Zhima Health, une marque appartenant \u00e0 la c\u00e9l\u00e8bre firme de MTC Tongrentang, a mis en place son premier magasin dans le sud-ouest de la Chine, qui se trouve \u00e0 l’intersection de Chunxi Road et de Zongfu Road \u00e0 Chengdu, la capitale de la province du Sichuan. Ses projets de d\u00e9coration int\u00e9rieure et de r\u00e9novation de la fa\u00e7ade ont \u00e9t\u00e9 r\u00e9alis\u00e9s par WUUX Architecture Design Studio. En remontant au d\u00e9veloppement de Chengdu et de la marque Tongrentang originaire de P\u00e9kin, on constate qu’ils r\u00e9sonnent l’un avec l’autre dans une certaine mesure m\u00eame s’ils ont des histoires apparemment sans rapport.<\/p>\n<p><strong>01\/<\/strong><\/p>\n<p><strong>La ville et la marque<\/strong><\/p>\n<p><strong>M<\/strong><strong>Rencontre au bon endroit au bon moment<\/strong><\/p>\n<p> <\/p>\n<p>Chengdu a \u00e9t\u00e9 construite \u00e0 la fin de la p\u00e9riode des \u00c9tats combattants (331BC). La ville n’a ni chang\u00e9 de nom ni d\u00e9m\u00e9nag\u00e9 depuis plus de 2300 ans, ce qui la distingue des autres villes de Chine, devenant “la ville choisie” pour de nombreuses personnes de nos jours. En 1669, la c\u00e9l\u00e8bre marque Tongrentang a \u00e9t\u00e9 fond\u00e9e \u00e0 P\u00e9kin, fournissant des m\u00e9dicaments \u00e0 la cour imp\u00e9riale de la dynastie Qing il y a 300 ans. La marque est rest\u00e9e fid\u00e8le \u00e0 ses aspirations initiales, remplissant la mission de cultiver \u00e0 la fois la moralit\u00e9 noble et la bienveillance pour faire du bien \u00e0 la soci\u00e9t\u00e9 et maintenir les gens en bonne sant\u00e9. En 1924, Yang Sen, le gouverneur de la province du Sichuan, a am\u00e9lior\u00e9 l’administration municipale de Chengdu et construit des routes, dont la route Chunxi. Les deux caract\u00e8res chinois “Chunxi” signifient que tout le monde est de bonne humeur, comme s’il \u00e9tait invit\u00e9 \u00e0 un banquet et profitait d’un somptueux festin, ou comme s’il montait sur une plate-forme au printemps et se r\u00e9galait d’une vue imprenable. Chunxi Road, avec les souvenirs d’innombrables habitants de Chengdu h\u00e9berg\u00e9s, n’a jamais failli \u00e0 son nom depuis pr\u00e8s de cent ans et a continuellement rafra\u00eechi la perception des gens du nouveau monde en tant que point de rep\u00e8re de la vie urbaine.<\/p>\n<p>Etant la nouvelle marque de d\u00e9tail appartenant \u00e0 Tongrentang, Zhima Health est arriv\u00e9e avec une grande r\u00e9putation en 2018. Apr\u00e8s le bapt\u00eame du temps, elle est entr\u00e9e sur le nouveau march\u00e9, a ouvert le territoire et a cr\u00e9\u00e9 de nouveaux sc\u00e9narios en gardant \u00e0 l’esprit son aspiration initiale, qui a \u00e9t\u00e9 d\u00e9montr\u00e9e de mani\u00e8re vigoureuse et avant-gardiste.<\/p>\n<p>De cet aspect, il semble que Zhima Health et Chunxi Road se rencontrent au bon endroit au bon moment. Ayant des exp\u00e9riences analogues, la marque, l’espace et la ville r\u00e9v\u00e8lent un monde sans pr\u00e9c\u00e9dent aux gens dans le processus du temps qui avance.<\/p>\n<p> <\/p>\n<p><strong>02\/<\/strong><\/p>\n<p><strong>D\u00e9monstration de l’identit\u00e9 royale de Zhima Health<\/strong><\/p>\n<p><strong>Pr\u00e9sentation de l’ordre de l’\u00e9tiquette et de l’harmonie<\/strong><\/p>\n<p> <\/p>\n<p>La logique de la conception de l’espace suit l’ordre de l’\u00e9tiquette en Orient. Une promenade est am\u00e9nag\u00e9e selon une disposition sym\u00e9trique avec un axe central bien organis\u00e9, faisant un pas vers le futur est au point de d\u00e9part de North Chunxi Road. 12 colonnades en laque rouge et le chemin vert jade model\u00e9 sur la route particuli\u00e8rement construite pour les anciens empereurs en Chine forment un sc\u00e9nario qui ressemble \u00e0 une pi\u00e8ce de th\u00e9\u00e2tre.<\/p>\n<p>Dans le magasin phare de Chengdu, WUUX Architecture Design Studio a renforc\u00e9 l’identit\u00e9 royale de Zhima Health en appliquant des \u00e9l\u00e9ments traditionnels chinois – murs rouges, carreaux \u00e9maill\u00e9s, Dougong (<a href=\"\\"http:\/\/www.baidu.com\/link\">un syst\u00e8me de consoles ins\u00e9r\u00e9es entre le sommet d’une colonne et une traverse<\/a>), des briques, des colonnades et de vieilles armoires \u00e0 pharmacie empil\u00e9es et superpos\u00e9es – ce qui a donn\u00e9 des r\u00e9sultats inhabituels dans le cadre de l’espace construit par le m\u00e9tal, le verre et d’autres mat\u00e9riaux modernes. C’\u00e9tait la premi\u00e8re fois que le concepteur pr\u00e9sentait au public l’identit\u00e9 royale de Zhima Health de mani\u00e8re aussi franche, ce qui a aid\u00e9 la marque \u00e0 se localiser \u00e0 Chengdu. Parall\u00e8lement, l’image de marque \u00e9tait \u00e9galement ancr\u00e9e dans la ville en s’appuyant sur la magnifique culture royale.<\/p>\n<p> <\/p>\n<p><strong>03\/<\/strong><\/p>\n<p><strong><strong>“<\/strong><strong>Xiang, Shi, Yang, Yi<\/strong><strong>“<\/strong><\/strong><\/p>\n<p>C<strong>personnalisation<\/strong><strong>selon les changements saisonniers<\/strong><\/p>\n<p> <\/p>\n<p>L’espace est divis\u00e9 en trois zones fonctionnelles, proposant du caf\u00e9 et des boissons \u00e0 base de plantes, des repas l\u00e9gers sains et des produits de soins de sant\u00e9. L’affichage des trois zones est diff\u00e9rent en raison de leurs attributs et des produits fournis.<\/p>\n<p> <\/p>\n<p><strong>04\/<\/strong><\/p>\n<p><strong>Fantaisie orientale glamour<\/strong><\/p>\n<p> <\/p>\n<p>De grandes quantit\u00e9s de plafond tendu sont appliqu\u00e9es \u00e0 l’espace pour cr\u00e9er un \u00e9clairage au-dessus de la t\u00eate, permettant \u00e0 la lumi\u00e8re et \u00e0 l’ombre de flotter dans l’air. La lumi\u00e8re qui se d\u00e9verse donne aux spectateurs une sensation a\u00e9rienne, ce qui fait que l’espace devient un lieu naturel qui m\u00e8ne \u00e0 un voyage int\u00e9rieur. Certaines parties du plafond cr\u00e9ent une image miroir de la disposition de l’espace, remuant l’esprit des spectateurs en leur offrant une exp\u00e9rience immersive pendant qu’ils marchent, donnant naissance \u00e0 des fantasmes.<\/p>\n<p>Diff\u00e9rents modes d’\u00e9clairage avec des couleurs vari\u00e9es s’adaptent au style de vie local dynamique. \u00c9tant un magasin de d\u00e9tail vendant des produits de soins de sant\u00e9 le jour et un bar avec une \u00e9tiquette de pr\u00e9servation de la sant\u00e9 la nuit, la conversion des sc\u00e9narios de diff\u00e9rentes fonctions est efficace et pratique. L’application du multim\u00e9dia enrichit encore la pr\u00e9sentation de l’espace et de la marque, avec des \u00e9crans LED et d’autres installations de nouveaux m\u00e9dias insufflant un sentiment romantique et des possibilit\u00e9s apport\u00e9es par la haute technologie dans l’espace.<\/p>\n<p>S’\u00e9tendant sur une centaine d’ann\u00e9es, de la marque ancestrale \u00e0 la mise en place de nouveaux sc\u00e9narios de vente au d\u00e9tail, Tongrentang s’est non seulement consacr\u00e9 \u00e0 cultiver \u00e0 la fois la moralit\u00e9 noble et la bienveillance et \u00e0 faire du bien \u00e0 la soci\u00e9t\u00e9 par les moyens de la MTC, mais a \u00e9galement d\u00e9frich\u00e9 de nouveaux march\u00e9s par essais et erreurs, ce qui fait que la marque conserve un statut \u00e9lev\u00e9.<\/p>\n<p>“La pr\u00e9occupation des gens en mati\u00e8re de th\u00e9rapie de sant\u00e9 finira par revenir \u00e0 la pr\u00e9occupation de la sant\u00e9 physique et mentale.” Les nouveaux sc\u00e9narios de vente au d\u00e9tail de Zhima Health, m\u00eame s’ils sont exploit\u00e9s selon des modes diff\u00e9rents, sont construits sur la base du concept central de Tongrentang qui est constitu\u00e9 de quatre caract\u00e8res chinois, \u00e0 savoir “Xiang, Shi, Yang, Yi”. (“Xiang” signifie la combinaison d’un diagnostic et d’un traitement de haute qualit\u00e9 de la MTC avec des moyens m\u00e9dicaux modernes pour aider les gens \u00e0 percer les secrets du corps ; “Shi” signifie l’int\u00e9gration d’un r\u00e9gime de MTC dans le r\u00e9gime alimentaire quotidien ; “Yang” signifie la personnalisation de diff\u00e9rents r\u00e9gimes en fonction des changements saisonniers et de la constitution de l’individu pour maintenir un \u00e9quilibre dans la vie ; “Yi” signifie la pr\u00e9vention des maladies et la fourniture d’un traitement pr\u00e9cis pour les maladies afin que les gens puissent profiter d’une vie saine). En plus de pr\u00e9senter un espace multifonctionnel, le magasin phare de Chengdu associe \u00e9galement les sc\u00e9narios, les produits, l’exp\u00e9rience des clients et les interactions avec les g\u00e8nes de la marque et les demandes du march\u00e9 en adoptant une perspective tourn\u00e9e vers l’avenir. C’est la premi\u00e8re \u00e9tape pour la marque d’activer sa vitalit\u00e9 dans la ville. Maintenant, dans le nouveau territoire de vente au d\u00e9tail de la th\u00e9rapie de sant\u00e9, Zhima Health d\u00e9clare que l’avenir est arriv\u00e9 dans la ville la plus dynamique de Chine.<\/p>\n","en":"<p>In August last year, Zhima Health, a brand owned by the renowned TCM firm Tongrentang, put its first store in Southwest China in place, which lies in the intersection of Chunxi Road and Zongfu Road in Chengdu, the capital city of Sichuan Province. Its interior design and facade renovation projects were completed by WUUX Architecture Design Studio. Tracing back to the development of Chengdu and the brand Tongrentang originated from Beijing, it is noted that they resonate with each other to some extent even though they have seemingly irrelevant histories.<\/p>\n<p><strong>01\/<\/strong><\/p>\n<p><strong>The City and the Brand<\/strong><\/p>\n<p><strong>M<\/strong><strong>eeting in the Right place at the Right Time<\/strong><\/p>\n<p> <\/p>\n<p>Chengdu was built in the late Warring States period (331BC). Neither has the city changed its name nor relocated for more than 2300 years, which distinguishes itself from the other cities in China, becoming \u201cthe chosen city\u201d for numerous people nowadays. In 1669, the renowned brand Tongrentang was founded in Beijing, providing medicine for the imperial court of the Qing Dynasty 300 years ago. The brand has been remaining true to its original aspiration, fulfilling the mission of cultivating both noble morality and benevolence to do good to society and to keep people healthy. In 1924, Yang Sen, the governor of Sichuan Province, improved the municipal administration of Chengdu and built roads, including Chunxi Road. The two Chinese characters \u201cChunxi\u201d means that everyone is in high spirits as if they were invited to a banquet and enjoyed a sumptuous feast, or as if they climbed on a platform in spring and feasted their eyes on a stunning view. Chunxi Road, with memories of countless Chengdu people accommodated, has never been failing to live up to its name for nearly a hundred years and has continuously refreshed people\u2019s perception of the new world as the landmark of urban life.<\/p>\n<p>Being the new retail brand owned by Tongrentang, Zhima Health came with great reputation in 2018. After the baptism of time, it entered the new market, opened up territory, and created new scenarios by bearing its original aspiration in mind, which was demonstrated in a vigorous and avant-garde manner.<\/p>\n<p>From this aspect, it seems that Zhima Health and Chunxi Road meet in the right place at the right time. Having analogous experiences, the brand, the space and the city reveal an unprecedented world to people in the process of time moving forward.<\/p>\n<p> <\/p>\n<p><strong>02\/<\/strong><\/p>\n<p><strong>Demonstrating the Royal Identity of Zhima Health<\/strong><\/p>\n<p><strong>Presenting the Order of Etiquette and Harmony<\/strong><\/p>\n<p> <\/p>\n<p>The logic of space design follows the order of etiquette in the East. A promenade is arranged in a symmetrical layout with a well-organized central axis, stepping toward the future east at the starting point of North Chunxi Road. 12 red lacquer colonnades and the jade green path modeled on the road particularly built for ancient emperors in China form a scenario which resembles a stage play.<\/p>\n<p>In the flagship store in Chengdu, WUUX Architecture Design Studio reinforced the royal identity of Zhima Health by applying traditional Chinese elements – red walls, glazed tiles, Dougong (<a href=\"http:\/\/www.baidu.com\/link?url=670xbnRtQZYzkaM83U_bZBfZoIKvv8eVqtIzsfmg2Mx59jX3Do3hvL30ALK0Ct2PeoRaemwhEQFbSPr2Awu49igiPUjlWJUm2m29pw_IwsT1wnjgxD__vJbk2w8cKn4N1BmZbQmBWvAkFCrF_8NF4lQEVm9CItDFC9olx5b4aYxf2yH0DExag18Dl-UnqGmHH40Fq4zXyRw4mAmh0zrNOSURaSXAxdmNO_pk6GlLhSUVBDFntfWT3Mx136-0N1gu\">a system of brackets inserted between the top of a column and a crossbeam<\/a>), bricks, colonnades, and old medicine cabinets piled up and layered – which yielded unusual results within the space frame built by metal, glass and other modern materials. This was the first time that the designer had demonstrated the royal identity of Zhima Health to the public so unreservedly, which helped the brand achieve its localization in Chengdu. Meanwhile, the brand image was also rooted in the city by relying on the magnificent royal culture.<\/p>\n<p> <\/p>\n<p><strong>03\/<\/strong><\/p>\n<p><strong>\u201c<\/strong><strong>Xiang, Shi, Yang, Yi<\/strong><strong>\u201d<\/strong><\/p>\n<p><strong>C<\/strong><strong>ustomiz<\/strong><strong>ation According to Seasonal Changes<\/strong><\/p>\n<p> <\/p>\n<p>The space is divided into three functional areas, providing herbal coffee and drinks, healthy light meals and health care products. The display of the three areas is different due to their attributes and products provided.<\/p>\n<p> <\/p>\n<p><strong>04\/<\/strong><\/p>\n<p><strong>Glamorous Eastern Fantasy<\/strong><\/p>\n<p> <\/p>\n<p>Large amounts of stretch ceiling are applied to the space to create lighting overhead, allowing light and shade to float in the air. The light pouring down gives viewers an airy sense, which makes the space become a natural place that leads to an inner journey. Some parts of the ceiling create a mirror image of the space arrangement, stirring viewers\u2019 mind by providing an immersive experience while they walk, giving birth to fantasies.<\/p>\n<p>Different lighting modes with various colors adapt to the dynamic local lifestyle. Being a retail store selling health care products in the day and a bar with a tag of health preservation at night, the conversion of scenarios of different functions is efficient and convenient. The application of multimedia further enriches the presentation of the space and the brand, with LED screens and other new media installations infusing a romantic feeling and possibilities brought by high technology into the space.<\/p>\n<p>Spanning a hundred years, from being a time-honored brand to setting up new retail scenarios, Tongrentang not only has been dedicated to cultivating both noble morality and benevolence and to doing good to society in TCM means, but also has pioneered new markets with trial and error, which is what makes the brand remain a high status.<\/p>\n<p>\u201cPeople\u2019s concern about health therapy will eventually return to the concern about physical and mental health.\u201d The new retail scenarios of Zhima Health, even though they are operated in different modes, are built based on the core concept of Tongrentang which is four Chinese characters, namely \u201cXiang, Shi, Yang, Yi\u201d. (\u201cXiang\u201d means combining high-quality TCM diagnosis and treatment with modern medical means to help people unlock the secrets of the body; \u201cShi\u201d means integrating TCM regimen into daily diet; \u201cYang\u201d means customizing different regimen according to seasonal changes and individual\u2019s constitution to keep a balance in life; \u201cYi\u201d means preventing disease and providing precise treatment for disease so that people can enjoy a healthy life.) In addition to presenting a multi-functional space, the flagship store in Chengdu also blends the scenarios, products, customer experience and interactions with the brand genes and market demands by adopting a future-oriented perspective. It is the first step for the brand to activate its vitality in the city. Now, in the new retail territory of health therapy, Zhima Health is declaring that the future has come in the most dynamic city in China.<\/p>\n","original":""},"jury_text":[{"category":3229,"fr":"","en":"","original":""}],"different_jury_text":false,"different_category_text":false},"laureats":[{"cat_id":3229,"cat_id_laureat":3891,"laureat":"Certification Argent"}],"contest_id":"97334","contest_title":"GRANDS PRIX DU DESIGN \u2013 16e \u00e9dition","firms":[{"name":"WUUX Architecture Design Studio","website":"http:\/\/www.wuux.net\/","category":"","category_tax":2747,"category_label":"Designer d'int\u00e9rieur"}],"user":{"email":"lebrandstrategy@gmail.com","first_name":"yuhan","last_name":"li"},"doc_texts_web":{"fr":"<p>En ao\u00fbt dernier, Zhima Health, une marque appartenant \u00e0 la c\u00e9l\u00e8bre firme de MTC Tongrentang, a mis en place son premier magasin dans le sud-ouest de la Chine, qui se trouve \u00e0 l\u2019intersection de Chunxi Road et de Zongfu Road \u00e0 Chengdu, la capitale de la province du Sichuan. Ses projets de d\u00e9coration int\u00e9rieure et de r\u00e9novation de la fa\u00e7ade ont \u00e9t\u00e9 r\u00e9alis\u00e9s par WUUX Architecture Design Studio. En remontant au d\u00e9veloppement de Chengdu et de la marque Tongrentang originaire de P\u00e9kin, on constate qu\u2019ils r\u00e9sonnent l\u2019un avec l\u2019autre dans une certaine mesure m\u00eame s\u2019ils ont des histoires apparemment sans rapport.<\/p>\n<p><strong>01\/<\/strong><\/p>\n<p><strong>La ville et la marque<\/strong><\/p>\n<p><strong>M<\/strong><strong>Rencontre au bon endroit au bon moment<\/strong><\/p>\n<p> <\/p>\n<p>Chengdu a \u00e9t\u00e9 construite \u00e0 la fin de la p\u00e9riode des \u00c9tats combattants (331BC). La ville n\u2019a ni chang\u00e9 de nom ni d\u00e9m\u00e9nag\u00e9 depuis plus de 2300 ans, ce qui la distingue des autres villes de Chine, devenant \u201cla ville choisie\u201d pour de nombreuses personnes de nos jours. En 1669, la c\u00e9l\u00e8bre marque Tongrentang a \u00e9t\u00e9 fond\u00e9e \u00e0 P\u00e9kin, fournissant des m\u00e9dicaments \u00e0 la cour imp\u00e9riale de la dynastie Qing il y a 300 ans. La marque est rest\u00e9e fid\u00e8le \u00e0 ses aspirations initiales, remplissant la mission de cultiver \u00e0 la fois la moralit\u00e9 noble et la bienveillance pour faire du bien \u00e0 la soci\u00e9t\u00e9 et maintenir les gens en bonne sant\u00e9. En 1924, Yang Sen, le gouverneur de la province du Sichuan, a am\u00e9lior\u00e9 l\u2019administration municipale de Chengdu et construit des routes, dont la route Chunxi. Les deux caract\u00e8res chinois \u201cChunxi\u201d signifient que tout le monde est de bonne humeur, comme s\u2019il \u00e9tait invit\u00e9 \u00e0 un banquet et profitait d\u2019un somptueux festin, ou comme s\u2019il montait sur une plate-forme au printemps et se r\u00e9galait d\u2019une vue imprenable. Chunxi Road, avec les souvenirs d\u2019innombrables habitants de Chengdu h\u00e9berg\u00e9s, n\u2019a jamais failli \u00e0 son nom depuis pr\u00e8s de cent ans et a continuellement rafra\u00eechi la perception des gens du nouveau monde en tant que point de rep\u00e8re de la vie urbaine.<\/p>\n<p>Etant la nouvelle marque de d\u00e9tail appartenant \u00e0 Tongrentang, Zhima Health est arriv\u00e9e avec une grande r\u00e9putation en 2018. Apr\u00e8s le bapt\u00eame du temps, elle est entr\u00e9e sur le nouveau march\u00e9, a ouvert le territoire et a cr\u00e9\u00e9 de nouveaux sc\u00e9narios en gardant \u00e0 l\u2019esprit son aspiration initiale, qui a \u00e9t\u00e9 d\u00e9montr\u00e9e de mani\u00e8re vigoureuse et avant-gardiste.<\/p>\n<p>De cet aspect, il semble que Zhima Health et Chunxi Road se rencontrent au bon endroit au bon moment. Ayant des exp\u00e9riences analogues, la marque, l\u2019espace et la ville r\u00e9v\u00e8lent un monde sans pr\u00e9c\u00e9dent aux gens dans le processus du temps qui avance.<\/p>\n<p> <\/p>\n<p><strong>02\/<\/strong><\/p>\n<p><strong>D\u00e9monstration de l\u2019identit\u00e9 royale de Zhima Health<\/strong><\/p>\n<p><strong>Pr\u00e9sentation de l\u2019ordre de l\u2019\u00e9tiquette et de l\u2019harmonie<\/strong><\/p>\n<p> <\/p>\n<p>La logique de la conception de l\u2019espace suit l\u2019ordre de l\u2019\u00e9tiquette en Orient. Une promenade est am\u00e9nag\u00e9e selon une disposition sym\u00e9trique avec un axe central bien organis\u00e9, faisant un pas vers le futur est au point de d\u00e9part de North Chunxi Road. 12 colonnades en laque rouge et le chemin vert jade model\u00e9 sur la route particuli\u00e8rement construite pour les anciens empereurs en Chine forment un sc\u00e9nario qui ressemble \u00e0 une pi\u00e8ce de th\u00e9\u00e2tre.<\/p>\n<p>Dans le magasin phare de Chengdu, WUUX Architecture Design Studio a renforc\u00e9 l\u2019identit\u00e9 royale de Zhima Health en appliquant des \u00e9l\u00e9ments traditionnels chinois \u2013 murs rouges, carreaux \u00e9maill\u00e9s, Dougong (<a href=\"\\\"http:\/\/www.baidu.com\/link\">un syst\u00e8me de consoles ins\u00e9r\u00e9es entre le sommet d\u2019une colonne et une traverse<\/a>), des briques, des colonnades et de vieilles armoires \u00e0 pharmacie empil\u00e9es et superpos\u00e9es \u2013 ce qui a donn\u00e9 des r\u00e9sultats inhabituels dans le cadre de l\u2019espace construit par le m\u00e9tal, le verre et d\u2019autres mat\u00e9riaux modernes. C\u2019\u00e9tait la premi\u00e8re fois que le concepteur pr\u00e9sentait au public l\u2019identit\u00e9 royale de Zhima Health de mani\u00e8re aussi franche, ce qui a aid\u00e9 la marque \u00e0 se localiser \u00e0 Chengdu. Parall\u00e8lement, l\u2019image de marque \u00e9tait \u00e9galement ancr\u00e9e dans la ville en s\u2019appuyant sur la magnifique culture royale.<\/p>\n<p> <\/p>\n<p><strong>03\/<\/strong><\/p>\n<p><strong><strong>\u201c<\/strong><strong>Xiang, Shi, Yang, Yi<\/strong><strong>\u201c<\/strong><\/strong><\/p>\n<p>C<strong>personnalisation<\/strong><strong>selon les changements saisonniers<\/strong><\/p>\n<p> <\/p>\n<p>L\u2019espace est divis\u00e9 en trois zones fonctionnelles, proposant du caf\u00e9 et des boissons \u00e0 base de plantes, des repas l\u00e9gers sains et des produits de soins de sant\u00e9. L\u2019affichage des trois zones est diff\u00e9rent en raison de leurs attributs et des produits fournis.<\/p>\n<p> <\/p>\n<p><strong>04\/<\/strong><\/p>\n<p><strong>Fantaisie orientale glamour<\/strong><\/p>\n<p> <\/p>\n<p>De grandes quantit\u00e9s de plafond tendu sont appliqu\u00e9es \u00e0 l\u2019espace pour cr\u00e9er un \u00e9clairage au-dessus de la t\u00eate, permettant \u00e0 la lumi\u00e8re et \u00e0 l\u2019ombre de flotter dans l\u2019air. La lumi\u00e8re qui se d\u00e9verse donne aux spectateurs une sensation a\u00e9rienne, ce qui fait que l\u2019espace devient un lieu naturel qui m\u00e8ne \u00e0 un voyage int\u00e9rieur. Certaines parties du plafond cr\u00e9ent une image miroir de la disposition de l\u2019espace, remuant l\u2019esprit des spectateurs en leur offrant une exp\u00e9rience immersive pendant qu\u2019ils marchent, donnant naissance \u00e0 des fantasmes.<\/p>\n<p>Diff\u00e9rents modes d\u2019\u00e9clairage avec des couleurs vari\u00e9es s\u2019adaptent au style de vie local dynamique. \u00c9tant un magasin de d\u00e9tail vendant des produits de soins de sant\u00e9 le jour et un bar avec une \u00e9tiquette de pr\u00e9servation de la sant\u00e9 la nuit, la conversion des sc\u00e9narios de diff\u00e9rentes fonctions est efficace et pratique. L\u2019application du multim\u00e9dia enrichit encore la pr\u00e9sentation de l\u2019espace et de la marque, avec des \u00e9crans LED et d\u2019autres installations de nouveaux m\u00e9dias insufflant un sentiment romantique et des possibilit\u00e9s apport\u00e9es par la haute technologie dans l\u2019espace.<\/p>\n<p>S\u2019\u00e9tendant sur une centaine d\u2019ann\u00e9es, de la marque ancestrale \u00e0 la mise en place de nouveaux sc\u00e9narios de vente au d\u00e9tail, Tongrentang s\u2019est non seulement consacr\u00e9 \u00e0 cultiver \u00e0 la fois la moralit\u00e9 noble et la bienveillance et \u00e0 faire du bien \u00e0 la soci\u00e9t\u00e9 par les moyens de la MTC, mais a \u00e9galement d\u00e9frich\u00e9 de nouveaux march\u00e9s par essais et erreurs, ce qui fait que la marque conserve un statut \u00e9lev\u00e9.<\/p>\n<p>\u201cLa pr\u00e9occupation des gens en mati\u00e8re de th\u00e9rapie de sant\u00e9 finira par revenir \u00e0 la pr\u00e9occupation de la sant\u00e9 physique et mentale.\u201d Les nouveaux sc\u00e9narios de vente au d\u00e9tail de Zhima Health, m\u00eame s\u2019ils sont exploit\u00e9s selon des modes diff\u00e9rents, sont construits sur la base du concept central de Tongrentang qui est constitu\u00e9 de quatre caract\u00e8res chinois, \u00e0 savoir \u201cXiang, Shi, Yang, Yi\u201d. (\u201cXiang\u201d signifie la combinaison d\u2019un diagnostic et d\u2019un traitement de haute qualit\u00e9 de la MTC avec des moyens m\u00e9dicaux modernes pour aider les gens \u00e0 percer les secrets du corps ; \u201cShi\u201d signifie l\u2019int\u00e9gration d\u2019un r\u00e9gime de MTC dans le r\u00e9gime alimentaire quotidien ; \u201cYang\u201d signifie la personnalisation de diff\u00e9rents r\u00e9gimes en fonction des changements saisonniers et de la constitution de l\u2019individu pour maintenir un \u00e9quilibre dans la vie ; \u201cYi\u201d signifie la pr\u00e9vention des maladies et la fourniture d\u2019un traitement pr\u00e9cis pour les maladies afin que les gens puissent profiter d\u2019une vie saine). En plus de pr\u00e9senter un espace multifonctionnel, le magasin phare de Chengdu associe \u00e9galement les sc\u00e9narios, les produits, l\u2019exp\u00e9rience des clients et les interactions avec les g\u00e8nes de la marque et les demandes du march\u00e9 en adoptant une perspective tourn\u00e9e vers l\u2019avenir. C\u2019est la premi\u00e8re \u00e9tape pour la marque d\u2019activer sa vitalit\u00e9 dans la ville. Maintenant, dans le nouveau territoire de vente au d\u00e9tail de la th\u00e9rapie de sant\u00e9, Zhima Health d\u00e9clare que l\u2019avenir est arriv\u00e9 dans la ville la plus dynamique de Chine.<\/p>\n","en":"<p>In August last year, Zhima Health, a brand owned by the renowned TCM firm Tongrentang, put its first store in Southwest China in place, which lies in the intersection of Chunxi Road and Zongfu Road in Chengdu, the capital city of Sichuan Province. Its interior design and facade renovation projects were completed by WUUX Architecture Design Studio. Tracing back to the development of Chengdu and the brand Tongrentang originated from Beijing, it is noted that they resonate with each other to some extent even though they have seemingly irrelevant histories.<\/p>\n<p><strong>01\/<\/strong><\/p>\n<p><strong>The City and the Brand<\/strong><\/p>\n<p><strong>M<\/strong><strong>eeting in the Right place at the Right Time<\/strong><\/p>\n<p> <\/p>\n<p>Chengdu was built in the late Warring States period (331BC). Neither has the city changed its name nor relocated for more than 2300 years, which distinguishes itself from the other cities in China, becoming \u201cthe chosen city\u201d for numerous people nowadays. In 1669, the renowned brand Tongrentang was founded in Beijing, providing medicine for the imperial court of the Qing Dynasty 300 years ago. The brand has been remaining true to its original aspiration, fulfilling the mission of cultivating both noble morality and benevolence to do good to society and to keep people healthy. In 1924, Yang Sen, the governor of Sichuan Province, improved the municipal administration of Chengdu and built roads, including Chunxi Road. The two Chinese characters \u201cChunxi\u201d means that everyone is in high spirits as if they were invited to a banquet and enjoyed a sumptuous feast, or as if they climbed on a platform in spring and feasted their eyes on a stunning view. Chunxi Road, with memories of countless Chengdu people accommodated, has never been failing to live up to its name for nearly a hundred years and has continuously refreshed people\u2019s perception of the new world as the landmark of urban life.<\/p>\n<p>Being the new retail brand owned by Tongrentang, Zhima Health came with great reputation in 2018. After the baptism of time, it entered the new market, opened up territory, and created new scenarios by bearing its original aspiration in mind, which was demonstrated in a vigorous and avant-garde manner.<\/p>\n<p>From this aspect, it seems that Zhima Health and Chunxi Road meet in the right place at the right time. Having analogous experiences, the brand, the space and the city reveal an unprecedented world to people in the process of time moving forward.<\/p>\n<p> <\/p>\n<p><strong>02\/<\/strong><\/p>\n<p><strong>Demonstrating the Royal Identity of Zhima Health<\/strong><\/p>\n<p><strong>Presenting the Order of Etiquette and Harmony<\/strong><\/p>\n<p> <\/p>\n<p>The logic of space design follows the order of etiquette in the East. A promenade is arranged in a symmetrical layout with a well-organized central axis, stepping toward the future east at the starting point of North Chunxi Road. 12 red lacquer colonnades and the jade green path modeled on the road particularly built for ancient emperors in China form a scenario which resembles a stage play.<\/p>\n<p>In the flagship store in Chengdu, WUUX Architecture Design Studio reinforced the royal identity of Zhima Health by applying traditional Chinese elements \u2013 red walls, glazed tiles, Dougong (<a href=\"http:\/\/www.baidu.com\/link?url=670xbnRtQZYzkaM83U_bZBfZoIKvv8eVqtIzsfmg2Mx59jX3Do3hvL30ALK0Ct2PeoRaemwhEQFbSPr2Awu49igiPUjlWJUm2m29pw_IwsT1wnjgxD__vJbk2w8cKn4N1BmZbQmBWvAkFCrF_8NF4lQEVm9CItDFC9olx5b4aYxf2yH0DExag18Dl-UnqGmHH40Fq4zXyRw4mAmh0zrNOSURaSXAxdmNO_pk6GlLhSUVBDFntfWT3Mx136-0N1gu\">a system of brackets inserted between the top of a column and a crossbeam<\/a>), bricks, colonnades, and old medicine cabinets piled up and layered \u2013 which yielded unusual results within the space frame built by metal, glass and other modern materials. This was the first time that the designer had demonstrated the royal identity of Zhima Health to the public so unreservedly, which helped the brand achieve its localization in Chengdu. Meanwhile, the brand image was also rooted in the city by relying on the magnificent royal culture.<\/p>\n<p> <\/p>\n<p><strong>03\/<\/strong><\/p>\n<p><strong>\u201c<\/strong><strong>Xiang, Shi, Yang, Yi<\/strong><strong>\u201d<\/strong><\/p>\n<p><strong>C<\/strong><strong>ustomiz<\/strong><strong>ation According to Seasonal Changes<\/strong><\/p>\n<p> <\/p>\n<p>The space is divided into three functional areas, providing herbal coffee and drinks, healthy light meals and health care products. The display of the three areas is different due to their attributes and products provided.<\/p>\n<p> <\/p>\n<p><strong>04\/<\/strong><\/p>\n<p><strong>Glamorous Eastern Fantasy<\/strong><\/p>\n<p> <\/p>\n<p>Large amounts of stretch ceiling are applied to the space to create lighting overhead, allowing light and shade to float in the air. The light pouring down gives viewers an airy sense, which makes the space become a natural place that leads to an inner journey. Some parts of the ceiling create a mirror image of the space arrangement, stirring viewers\u2019 mind by providing an immersive experience while they walk, giving birth to fantasies.<\/p>\n<p>Different lighting modes with various colors adapt to the dynamic local lifestyle. Being a retail store selling health care products in the day and a bar with a tag of health preservation at night, the conversion of scenarios of different functions is efficient and convenient. The application of multimedia further enriches the presentation of the space and the brand, with LED screens and other new media installations infusing a romantic feeling and possibilities brought by high technology into the space.<\/p>\n<p>Spanning a hundred years, from being a time-honored brand to setting up new retail scenarios, Tongrentang not only has been dedicated to cultivating both noble morality and benevolence and to doing good to society in TCM means, but also has pioneered new markets with trial and error, which is what makes the brand remain a high status.<\/p>\n<p>\u201cPeople\u2019s concern about health therapy will eventually return to the concern about physical and mental health.\u201d The new retail scenarios of Zhima Health, even though they are operated in different modes, are built based on the core concept of Tongrentang which is four Chinese characters, namely \u201cXiang, Shi, Yang, Yi\u201d. (\u201cXiang\u201d means combining high-quality TCM diagnosis and treatment with modern medical means to help people unlock the secrets of the body; \u201cShi\u201d means integrating TCM regimen into daily diet; \u201cYang\u201d means customizing different regimen according to seasonal changes and individual\u2019s constitution to keep a balance in life; \u201cYi\u201d means preventing disease and providing precise treatment for disease so that people can enjoy a healthy life.) In addition to presenting a multi-functional space, the flagship store in Chengdu also blends the scenarios, products, customer experience and interactions with the brand genes and market demands by adopting a future-oriented perspective. It is the first step for the brand to activate its vitality in the city. Now, in the new retail territory of health therapy, Zhima Health is declaring that the future has come in the most dynamic city in China.<\/p>\n"},"permalinks":{"fr":"https:\/\/int.design\/fr\/projets\/zhima-health-store-in-chengdu\/","en":"https:\/\/int.design\/en\/projects\/zhima-health-store-in-chengdu\/"},"titles":{"fr":"Zhima Health Store in Chengdu","en":"Zhima Health Store in Chengdu"},"wp_fields":[],"laravel_id":""},"_links":{"self":[{"href":"https:\/\/int.design\/en\/wp-json\/wp\/v2\/project\/105209","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/int.design\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/int.design\/en\/wp-json\/wp\/v2\/types\/project"}],"wp:attachment":[{"href":"https:\/\/int.design\/en\/wp-json\/wp\/v2\/media?parent=105209"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}