The Research On Huang Tianyuan’s Pop-up Store Design Based On The Strategy Of Communication And Experience

In the context of new consumer demands,young people are increasingly becoming the major force of experiential consumption.How to respond to the peddling strategy of China Time-honored Brands is an important topic for the optimization and transformation of traditional sales models in the new era.In March 2022,the Ministry of Commerce and other eight state departments issued the "Opinions on Promoting the Innovative Development of China Time-honored Brands" to encourage these brands to develop in an innovative way.Under such a background,I selected Huang Tianyuan,a China Time-honored brand in my hometown Suzhou,as an object to study for the future potential solution of China Time-honored brand communication in the mode of pop-up store.By focusing on Huang Tianyuan’s brand elements and choosing the design path from deduction to generalization and then vice versa,I propose three specific design strategies: 1)China Time-honored brand culture display,2)historical brand continuity and communication,3)the application of experiential marketing theory in the China Time-honored brand space.Through a series of designs for the brand promotion and sales pop-up store,I re-integrate consumer needs,interests and brand elements into the design of the pop-up store,which is aiming to serve the upgrade of Huang Tianyuan’s brand and has strong experiential and communication characteristics.In some sense,it is more challenging for China Time-honored brands to innovate.Getting rid of the traditional design paradigm that hinders the development of innovation is the only way to trigger the vitality of China Time-honored brands and help them develop sustainably.