Por prazer.

No centro da cidade movimentada, há um lugar que sempre desencadeia uma diversão sem fim.

01

EXPLANATI ON

Inicial

Projeto

Quando o espaço funcional diversificado atende à concepção surreal do universo, 5000 metros quadrados de espaço de colocação, tema unificado, uma variedade de imaginação, 4fun reformula a nova moda da peça da moda!

O

『

4FUN

』

O Project está localizado na cidade de Kunshan, na província de Jiangsu, que está estrategicamente localizada no sudeste da província de Jiangsu, entre Xangai e Suzhou, e é um nó importante do Círculo Econômico do Delta do Rio Yangtze. A cidade tem uma economia bem desenvolvida e é reconhecida nacionalmente como uma forte cidade industrial e uma planta econômica aberta. 2023, foi concluído o PIB anual de 514.060.000.000 de yuans e a produção econômica total estava entre as cidades mais altas entre as cidades do país.

▲ Web de origem da imagem

Na cidade movimentada, as pessoas estão ocupadas com o trabalho e o estudo, e anseiam por felicidade, inovação e diversão sem fim. O lazer e o entretenimento são os relaxantes no ritmo tenso da vida, que também é a intenção original do estabelecimento de 4fun.

▲ 4FUN Project Landing Real Shot

A partir da definição da marca, o 4FUN incorpora uma matriz de marca quadridimensional de comida, moda, fantasia e diversão, correspondendo a quatro módulos funcionais - área de bares, área de bilhar, área de experiência em VR e área de esportes digitais.

▲ Planejamento funcional do espaço 4FUN
“
Que tipo de roupa deve ser dada a 4fun” Foi a questão que o designer de planejamento estava considerando no início do design. Depois de se comunicar totalmente com o Party A (Yuanyu Technology), um novo modelo de negócios foi acordado e a combinação de formulários e modelo de negócios do projeto era diferente dos esportes digitais existentes e playgrounds da moda.

Modelo de negócios + diferenciação de mercado + enxerto de marca e espaço + empoderamento da imagem IP, este novo modelo de negócios está destinado a combinar experiências ricas na moda.

▲ 4FUN Project Landing Real Shot

O programa 4FUN é baseado em um modelo único, com a maioria do programa com base em experiências divertidas, definindo cada placa como a experiência final. O objetivo do sistema único é aumentar o poder de barganha, mas os designers acreditam que painéis individuais com qualidade e experiência podem ser operados totalmente separadamente ou em conjunto, criando assim mais possibilidades.

▲ 4FUN Project Landing Real Shot

Sob o tópico de inteligência de IA, voo espacial, inteligência artificial, exploração do universo, que está sempre explorando a época, o designer cria um conceito de universo paralelo para o 4FUN. Cada universo paralelo possui seis cristais de energia para manter o equilíbrio de energia, área de esportes digitais, área de experiência em VR, área de barra, área de bilhar, que são relativamente independentes e estão conectados entre si.

02

EXPLANATI ON

Aberto

Explorar

Zona de movimento digital - universo de inteligência artificial

A Digital Sports Zone é o universo de inteligência artificial, no qual todos os esportes são apresentados em um programa inteligente AR, e aqueles que entrarem neste universo se tornarão mestres esportivos.

▲ 4FUN Project Landing Real Shot

Toda a área é criada no estilo cyberpunk como a atmosfera principal do espaço. O azul vermelho quente e frio são duas cores quentes e frias que colidem apaixonadamente no local, com caixas leves exclusivas e tiras de luz dinâmicas, adicionando um charme de outro mundo exclusivo a todo o espaço.

O local é criado com 28 tipos de projetos de experiência: teatro de faixa 5D, golfe simulado, mestre de basquete, arena de futebol digital, cubo esportivo, matriz a laser, ciclismo dinâmico, boliche, dardos de abóbora, bola super sparring, arena de esportes eletrônicos de boxe, competitivo Tênis de mesa, dardos digitais, arco e flecha digital, tiro ao vivo no campo de batalha, simulação de tênis, tiro de pires voadores, tiro olímpico, simulação de passeios de barco.

▲ 4FUN Project Landing Real Shot

Jogos para PC, PS5, corridas de cavalos, aeronaves, gamas de alegria, faixas de ourives, voo ACE, máquinas de combate Kof.

▲ 4FUN Project Landing Real Shot

As vagens de repouso da cápsula são definidas no canto do local, fazendo pleno uso do espaço enquanto adiciona um toque exclusivo a este canto.

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4FUN Project Landing Real Shot

O lounge da cápsula foi projetado para combinar o interruptor com a cápsula para criar uma experiência única. O gabinete e o conforto da cápsula fornecem um retiro silencioso, enquanto os recursos de jogo do Switch energizam o espaço com entretenimento ilimitado.

Zona VR - Universo Virtual

A área de experiência em VR é o universo virtual, um espaço formado em código cercado pelo espaço onde uma rede de luz está entrelaçada nos limites do jogo, transportando a experiência para um mundo secundário.

▲ 4FUN Project Landing Real Shot

Todo o espaço é baseado na cor preta profunda, usando tiras de luz luminosas e caixas de luz exclusivas para criar iluminação e atmosfera. As tiras de luz são como fitas dinâmicas de luz, entrando e saindo da escuridão, descrevendo os contornos do espaço.

Área de bar - universo meteorito

A área do bar é o universo meteorito. O contador de barra aparece na forma de uma nave interestelar que pousa no universo de meteoritos, onde os passageiros que viajam no tempo se reúnem para pousar na primeira estação do universo paralelo e recarregar sua energia enquanto absorve a atmosfera musical.

▲ 4FUN Project Landing Real Shot

O teto é decorado com forma de meteorito, forma de arco liso e caixa de luz gigante, que se complementam e injeta um forte senso de tecnologia no espaço.

▲ 4FUN Project Landing Real Shot

A forma do meteorito parece ser uma substância misteriosa das profundezas do universo, enquanto a forma do arco aumenta o dinamismo do espaço com suas linhas suaves, e a caixa de luz gigante ilumina todo o espaço como uma estrela brilhante, fazendo o sentido de Ciência e tecnologia florescem em todos os detalhes.

▲ 4FUN Project Landing Real Shot

A receita perfeita de música e bebida, injetando diversão infinita na vida comum. A área do palco foi projetada com um teto redondo e holofotes focados, e a tela de grandes dimensões em forma de arco é o toque final da atmosfera.

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4FUN Project Landing Real Shot

A área de bares como um sistema de um bilhete dentro do projeto para destilar a essência da seção, definida em primeiro plano para fazer o consumo secundário do projeto. Ele abrange casa ao vivo+sala de festas, bandas, eventos, música leve, catering e outras funções.

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4FUN Project Landing Real Shot

A caixa KTV é baseada na textura metálica com a atmosfera quente de iluminação de cor vermelha/amarela. O uso extensivo de cor e material de metal não apenas aprimora o senso de classe no espaço, mas também dá a toda a sala uma brilhante sensação de cor e brilho. A textura fria do metal equilibra habilmente a paixão da luz, percebendo uma mistura perfeita de frio e calor, criando uma atmosfera harmoniosa e única.

Área de bilhar - universo atlético

A área de bilhar é o universo competitivo, todo o espaço é uma arena, com textura metálica e malha de metal como o gabinete ao redor do espaço para reforçar a atmosfera imersiva.

▲ 4FUN Project Landing Real Shot

Cada mesa de bilhar é equipada com luminárias individuais por cima para garantir que os visitantes tenham leve e até leve ao usar a tabela.

▲ 4FUN Project Landing Real Shot

Uma sala de reuniões está localizada adjacente à área de bilhar, aumentando o conteúdo das opções do local e enriquecendo o entretenimento competitivo.

▲ 4FUN Project Landing Real Shot

O espaço de xadrez e cartões separados oferece aos visitantes a privacidade total para que eles possam se divertir de jogar sem interferência externa.

Um espaço integrado com negócios diversificados

Em direção ao tema do universo paralelo

Tema unificado

múltiplas imaginações

Reinventando a nova tendência de peça da moda

What has Chinese brand Area 51 made of Australia?

The ship in search of joy has arrived in Australia - Brisbane

A journey full of surprises and fun is about to begin

Are you ready to join us?

Brisbane is the capital and third largest city of Queensland, Australia. It is located in the eastern part of Australia, with a total area of 15,800 square kilometers and a population of about 2.7 million. It has a humid subtropical monsoon climate, which is warm and comfortable.

▲Image Source Web

It has a well-developed economy, with grain and milk-based agriculture, diverse industries, and the largest river port. It is also the largest river port. Rich in education resources, there are famous universities such as the University of Queensland. Brisbane has many tourist resources, such as South Bank Park, which was the site of the World Expo, Brisbane City Hall, which is the symbol of the city, and the proximity to the Gold Coast. It will host the Summer Olympics in 2032.

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Image Source Web

Before Chinese New Year, Area 51, a brand founded by Brisbane's local Chinese entrepreneur Jason Wang, opened its doors. Brisbane Mayor Adrian Schrinner and Logan Mayor Jon Raven were invited to visit the venue, and the Chinese brand Area 51 came out of the ring once again.

Since its debut, the newly opened Area 51 Sports Park has become a popular leisure and entertainment destination in the area. In order to ensure that every customer enjoys quality service and has the ultimate play experience, the park management team has had to take on-site flow restriction measures according to the actual situation, trying to find the perfect balance between hustle and bustle and order.

▲ESAC
Case 『Area 51』Live Photos

It's no coincidence that the new Area 51 is a hit, but it's a sign of things to come. It's the second location for Chinese entrepreneur Jason Wang, who started out in the restaurant business and then got into the amusement industry by chance.

In 2022, he founded Australia's largest indoor amusement park, Area 51, which spans nearly 10,000 square meters and offers a wide range of entertainment for all ages. From fun-filled bouncy castles and courage-testing aerial trails, to physically challenging rock climbing and a naughty castle for kids, to food and beverage services, the park has it all.

▲Area 51 created in 2022

The park also offers a special Chinese Kung Fu class, which is a unique and fun experience for local residents.

▲Area 51 created in 2022

With the vision of making the Chinese brand famous in Australia, Jason Wang decided to open a second Area 51 store, which is our case study in this issue. Jason Wang wanted to optimize and upgrade the brand in all aspects compared to the first store, so he approached Elephant Sculpture Art Co,.(ESAC), hoping to leverage Elephant Art's expertise to revamp Area 51's visual presentation and play experience.

So what are the specific initiatives Area 51 has taken to revolutionize and upgrade its brand? Let's find out.

The first step of the innovation is to optimize the brand visual system. ESAC designer has upgraded the LOGO, brand color, IP, and venue logo according to the original image, and added a story background for the brand to make it more storytelling.

▲ESAC

Case 『Area 51』VIS Design Drawing

Background: In a distant planet, there is a group of aliens who like to explore the universe, one day, they came to Earth and found that the children here neglect outdoor activities because of dull cell phone games, in order to help the children, this group of aliens built a sports park, hoping that the children can put down their cell phones and enjoy the joy of sports.

▲ESAC
Case 『Area 51』VIS Design Drawing

At first, the children were hesitant, but soon they were fascinated by the park and fell in love with the sport as a result. The aliens were happy to see the change in the children and decided to stay and let more children enjoy the fun of the sport.

To match the background of the story, ESAC's designers creatively upgraded the brand's original alien image by designing a number of various aliens, which have become Area 51's new mascots.

Before IP Upgrade

IP upgraded

▲ESAC
Case 『Area 51』VIS Design Drawing

The second step of the brand upgrade is to upgrade the overall vision and experience of the space, and extend the design of the space according to the optimized brand vision. “With the theme of cosmic exploration, Area 51 Sports Park uses modeling, lighting and other techniques to create an immersive sports park full of sci-fi atmosphere, making visitors feel as if they are on an intergalactic adventure.

Located in the Garden City Shopping Center, Area 51 Sportland is designed to maximize the advantages of its location by having separate entrances at the street level and inside the mall, making it easy for visitors to enter the space quickly.

▲ESAC
Case 『Area 51』Aerial view of design

# Street level entrances

▲ESAC
Case 『Area 51』Design Drawing-Front of House

▲ESAC
Case 『Area 51』Live Shooting-Front door

The street area has a high flow of people and is a key area to attract visitors. The designers took the spaceship as the inspirational prototype to develop the in-depth design, adopting smooth lines and structures to present the agility and futuristic feeling of the spaceship.

At the same time, in order to further strengthen the sci-fi atmosphere, the designer paired with ice blue luminous light bar. Ice blue hue not only gives people a deep, mysterious visual feeling, and the universe theme complements, but also in the light of the illumination, the door shape is more three-dimensional and layered.

▲ESAC
Case 『Area 51』design drawings-service desk

In the spatial design of the service lobby, the designers use dynamic text light strips to inject vitality and dynamism into the space with rhythmic flashes and changes. At the same time, the wall is hollowed out so that customers can quickly see the rich and varied game programs in the front hall, stimulating their interest in experiencing them.

# Entrance to the mall
▲ESAC
Case 『Area 51』Design Drawing-Front of House

▲ESAC
Case 『Area 51』Live Shooting-Front door

▲ESAC
Case 『Area 51』design drawings-service desk

In the design of the entrance of the mall, the designer focuses on the creation of a sense of atmosphere and socialization at the entrance. Through the integration of brand and IP elements, a number of special landscape points are set up to attract visitors to stop and take photos, create interactive spaces for visitors, and effectively enhance brand communication and visitors' social experience.

▲ESAC
Case 『Area 51』Design-Shoe-changing area

The design of the shoe-changing area as a whole with alternating shades of purple, creating a layered sense of warmth and romantic visual atmosphere. Here equipped with cabinets and stools, the design upholds the concept of simplicity, focusing on practicality and aesthetics.

# Children's sports parks

▲ESAC
Case 『Area 51』Live Photos

In order to stimulate the children's sports paradise, 『Area 51』 set up naughty castle, trampoline, breakthrough games, play house and other programs, to meet the children's needs to run wildly and explore freely.

# Dining area

Based on Area 51's strengths in catering, the space was planned to create a dining area that can accommodate multiple diners at the same time.

▲ESAC
Case 『Area 51』Design Drawing

The design of the dining area focuses on simplicity and atmosphere. Purple is chosen as the main color of the background, creating a unique atmosphere for the space. On this basis, the ceiling and columns are beautified and decorated to make the dining area not only practical but also more visually beautiful, creating a comfortable dining environment for visitors.

# Party room

▲ESAC

Case 『Area 51』Design Drawing

Considering the demand for party services in Australia, four party rooms with different theme colors have been specially planned in the space layout.

▲ESAC
Case 『Area 51』Live Photos

The room is set up with a TV for easy switching of themes for various types of parties.

# Toilets

▲ESAC
Case 『Area 51』Design Drawing

The design of the bathroom continues the overall spatial theme, from the wall to the washbasin, to the hardware, the use of theme colors, silver materials and IP elements throughout, not only to enhance the overall texture of the space, but also in the details of the unique design style, to bring customers an immersive sci-fi experience.

In order to upgrade the brand and create a differentiated competitive advantage, Jason Wang, the founder of the brand, cooperated with a domestic company,
Elephant Sculpture Art Co,.
(ESAC), for the first time. The two parties have created a combination of “Chinese Brand & ESAC”. However, in the face of different national conditions and standards, the landing has become a difficult problem in front of us.

1、

Cultural differences and aesthetic preferences
Difficulty:

The cultural backgrounds, lifestyles and aesthetic preferences of different countries and regions are relatively different, and domestic aesthetics don't exactly match the aesthetics of Australians.
Coping Strategies:

As a project contractor, ESAC conducts sufficient market research in the pre-planning and design phase to understand the local history, customs, lifestyle and aesthetic preferences.

2、

Verbal communication and information transfer
Difficulty:

The language barrier between the two teams may lead to inaccurate transmission of information such as design drawings and construction details, affecting project progress and quality.
Coping Strategies:

Use professional translators for key meetings and documents to ensure accurate communication, and communicate design intent through visualization tools such as renderings, videos, and 3D models.

3、

Standard Differences
Difficulty:

Australia's building codes, fire requirements, and environmental requirements are not the same as domestic standards.
Coping Strategies:

The brand invests a lot of cost to strictly purchase products that meet Australian standards. For some products that do not yet have Australian standards, additional certification is completed. To ensure the smooth progress of the project, the brand also hired local engineers to carry out the certification.

As the project contractor, ESAC fully respects and listens to the professional advice of Australian local engineers in production safety control and detail handling. In order to meet the Australian standards, the team conducted large-scale trials, while actively exploring new supply chains, striving to meet or even exceed the requirements in all aspects.

4、

Cost control and budget management

Difficulty:

The cost of supplies, labor and materials for foreign projects is affected by exchange rate fluctuations.

Coping Strategies:

Develop a detailed budget plan at the beginning of the project, taking into account factors such as logistics, tariffs, exchange rates, etc.; have finance staff review project expenditures on a regular basis and adjust budget allocations in a timely manner.

In the end, with the unremitting efforts of both sides, the project landed on schedule. This cooperation not only successfully overcame many difficulties, but also built up a deep trust between the two sides and realized a pleasant cooperation.
“Area 51 doesn't stop there!

What's in store for it?

What will it do in the future?

Let's wait and see.