GALAXY TRIBE | Emotions trigger value, video game space flows with joyful energy

▲GALAXY TRIBE Design

Consumer Trends: Willingly Paying For Emotions

Human beings are advanced creatures with feelings, and feelings can be expressed through emotions, which are commonly expressed as joy, anger, sadness and happiness. Of course, what makes people feel good, we prefer to call it, emotional value.

The hot events in 2023 are rich and diverse, such as dopamine wear, Merad wear, electronic woodchuck, City walk, concert fire, workplace crazy literature and so on. Although these events take different forms, they all revolve around the core theme of ‘emotion’.

According to the 2023 Youth Consumption Survey, nearly half of young people are willing to consume for emotional value, and people have changed from purely ‘buy-use’ to actively participating and immersing themselves in the experience.

According to the research, 64% of consumers attach more importance to spiritual consumption, and young consumers pay more attention to spiritual consumption, and from the three dimensions of emotional concentration, cultural nourishment and self-enrichment, consumers are beginning to create a world of spiritual pleasure for themselves.

▲Source of design concepts for the GALAXY  TRIBE

For example, in order for a product to bring pleasure to consumers, in addition to the product functioning well, it is very important for the product to have emotional incentives, new experiences as well as value and culture.

▲GALAXY TRIBE

▲Design of the GALAXY TRIBE

In the design of the space, the emotional factors should also be taken into account, the spirit of the chiaroscuro for figurative expression, to create a comfortable, pleasant, safe and relaxing space.

▲GALAXY TRIBE Design - Doorway

Therefore, when designing the GALAXY TRIBE, the designers preferred to complete the design in a way that tells a good story, gives the space a mood and makes it more valuable to exist.

▲GALAXY TRIBE  Design - Service Desk

▲GALAXY TRIBE

▲GALAXY TRIBE Design

The designers transformed the flowing ‘river of stars’ into a marvellous and familiar energy - ‘happy energy’. This is a kind of tribal energy that enables all the tribes in the universe to generate ‘active clarity’, ‘positivity’ and ‘let go of oneself’. The purpose of the existence of the ‘Star River Energy Station’ (Paradise) is to transform endless happy energy for tribes/consumers.

▲GALAXY TRIBE

▲GALAXY TRIBE Design

In the space design, the use of a large number of circles, rings, arcs and other geometric vocabulary, fusion of the orbit of the stars, to construct a streamlined ‘future vision’ visual expression, creating a fantastic space atmosphere. In the limited space, the theme story of ‘Star River Tribe’ is immersed to the tourists, allowing them to start a ‘journey of exploring the universe and starlight’ wrapped in the cool star river.

▲GALAXY TRIBE

▲GALAXY TRIBE Design

Intellectual Property Is A Figurative Expression Of Happy Emotions

Emotional value

Intellectual property is a kind of graphic, and graphic is always more intuitive and easy to remember than the concept of words. Adding emotional attributes to the brand Intellectual property can also help the brand to get rid of the homogeneous competition, and allow consumers to find emotional support and deepen the intimacy with the brand.

In the journey to explore the universe of starlight, the designer has designed three Intellectual propertyimages, they are all villagers living happily in the Star River Tribe, experiencing different fun in the exploration of the universe.

▲The Design of GALAXY TRIBE Intellectual property

BOBO is the leader of the tribe, decisive and opinionated, always finding different routes to explore, a happy explorer.

▲The Design of GALAXY TRIBE Intellectual property

HAPPY is the guardian of the tribe, a super happy-go-lucky guy with a passionate heart who protects those around him as he explores.

▲The Design of GALAXY TRIBE Intellectual property

KAKA is the inventor of the tribe, with a very quick mind, always likes to make some innovative inventions, and is BOBO's little helper.

▲GALAXY TRIBE

▲The Design of GALAXY TRIBE

Integrate the Intellectual property into the scene for extension, and design the corresponding actions and scenes according to the story and world view, so that the Intellectual property character is three-dimensional and at the same time, it can better carry the spatial emotion that the designer wants to express.

The Power Of Colour

Emotional value

Whether we are aware of it or not, the feelings that colours emit in the design of a space will always have an emotional impact on us.

In the design of the project, blue, which represents elegance and calmness, is the main colour, responding to the background of the project's vastness of the stars and rivers, and incorporating orange, which represents vitality, and violet-pink, which represents happiness. The three colours are in strong contrast to each other, highlighting the sense of unimpeded pleasure in the space.

▲The Design of GALAXY TRIBE

In the project's card space, a large yellow solid-coloured background and Intellectual propertycan quickly stir up visitors‘ feelings of excitement, and the two big characters of “Hangzhou” instantly warm up visitors’ local feelings and make them happy.

On the GALAXY TRIBE  project

Although we are designing the park

But we always insist that the park has a story to tell.

So that visitors can find emotional resonance

Make the brand closer to the consumers

To make the park more ‘valuable’!

Project Information

Project Name: Hangzhou Sino-Ocean Lodi Harbour Star River Tribe Project

Location: 2/F, Zone A, Lodi Harbour, Sino-Ocean, Hangzhou

Project area: 850 square metres

Project Service: Design + Construction

Completion date: 20 September 2023

Planning Designer: Lai Zifeng

Creative Designer: Tan Zhifeng

Graphic Designer: Zheng Xiaotao

Designer of construction deepening: Chen Dan

Project Manager: Zhang Xingtan