Image Credit : WenStudio
Project Overview
HOLILAND Travel combines retail, dining, and other diversified formats. It breaks the boundaries of traditional interior design, as a space container carrying brand creativity, and creates a complete theme store from products and vision to offline space.
Project Commissioner
Project Creator
Team
Chen Ling, Shanshan Jiang, Dandan Shi, Yuxuan Zhu, Chenglin Cao, Tao He, Qian Zhang, Chao Tang, Shuyin Hua, Dan Lin, Liangyu Zhang, Si Han, Yixuan Song, Yu Fu
Project Brief
The exploration of infinite time and space is perhaps one of the most primitive collective aspirations of human civilization, which has become an ambitious future narrative after the explosion of science and technology. People who live in modern cities may fantasize about travelling into outer space and becoming one of the countless stars, or braving a black hole and juxtaposing a limited three-dimensional vision with an endless past and future.
At the pinnacle of the evolution of human urban civilization – Lujiazui, Pudong, Shanghai, Holiland Travel has landed here. Holiland’s baking creativity and SLT’s future narrative space design collide with infinite inspiration – metal mirror, meteorite bar, suspension engine, alien invasion… Spread the new concept of baking, and invite travellers to touch the boundaries of time and space and talk to the future while bringing a sweet taste experience.
Different from traditional offline retail, HOLILAND Travel brings visitors immersive space scenes and gravity-free futuristic space experiences in time-travel theme scenes. The brand concept is embodied in space, considering user interaction, psychological construction, service design, and building an unconventional experience across the scene.
Project Innovation/Need
To convey the innovative baking concept of the brand, new materials, figurative modelling devices and programmable digital lighting are combined to create the theme scene of travel beyond time and space. The actual functions are connected in series with the story moving line. Users can fully experience a time travel scene through retail shopping in the store. Brand positioning and brand image can be better presented through offline space to bring users a more complete experience and deeper recognition. Meanwhile, immersive online space scenes explore more possibilities for offline combinations of new meta-universe hot spots. To implant new social space into the city, provide a spiritual pleasure field to release the imagination, and inspire the sustainability of contemporary urban spirit.
Design Challenge
To enhance the brand influence of Holiland in bakery retails, SLT Design proposed a challenging immersive scene and interactive experience. The whole entrance and nearly one-third of the walls and ceiling are made by 3D printing, as well as resin pouring luminous meteorite modelling. Large-area special-shaped surface modelling, mirror, programmable lighting and digital content are used to create a gravity-free space experience. The scene experience from the entry observation point to the re-entry capsule at the end constitutes the integration of modal digital space and real space, thus achieving cross-media expression, which provides more possibilities for the embodied dissemination of Holiland’s cosmology.
Sustainability
SLT Design focused on two aspects of sustainable design in this project. First, the practical application of sustainable materials. Curved walls in the space are all 3D printed with recycled nylon. We also care about the visitors’ sustainable experience on a psychological level. Travellers can come to the waiting area of the space-time aircraft. Leaning against the window, the Oriental Pearl on the right, the meteorite on the left falls. The real civilization scene outside the window overlaps with the indoor multiverse scene, and the spatial dialogue between the two different dimensions is so real. In the superposition, conflict and pull of modern and future narrative, space-time travellers gain inspiration from the future in the grey area of the multiverse and real-world to stimulate their passion and imagination for the future world.
Interior Design - Retail
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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