Project Overview

The redesign of the Sinochem Fuelling Station profoundly embodies the brand’s international view, innovative spirit, humanistic care and vibrant vitality, aiming to reshape the brand image and enhance the consumer experience.

Organisation

Guangzhou ACE Renovation Design Engineering Co.,Ltd

Team

Shuxia Pang, Jian Song, Weiping Qiu

Project Brief

This project meticulously optimizes key areas including the lane in the forecourt and the convenience store.

Drawing inspiration from the brand’s LOGO—a peony flower, the design team has abstracted and refined the ascending curves at the centre of the flower to create a unique curved form, which is seamlessly integrated into the overall design, especially in the pillars.

The pillars, presented in a staggered, ascending manner, vividly showcase the brand’s vibrant vitality and an unwavering pursuit of innovation, contributing to a science-centred, vigorous brand image. Moreover, the project makes great innovations in aspects such as lighting technology, colour selection, and spatial layout, and it is dedicated to offering customers a high-quality, safe, and comfortable experience.

Project Innovation/Need

This project also meticulously optimizes key areas including the lane in the forecourt and the convenience store.

For the lane in the forecourt, the stretch ceiling is used to visually give an approachable sense, and provide warm, soft illumination for nighttime driving, ensuring a high-quality, safe experience for consumers. In terms of colour selection, the brand’s signature “innovation blue” as the main colour, complemented by pure white, and “science blue” which symbolizes scientific spirit, not only emphasizes the brand’s professionalism and rigour, but also conveys the brand tones of youth and vigour, leading to a distinctive and striking visual identity.

The convenience store also continues the curved aesthetics, while integrating modern minimalism. Its facade adopts a shimmering silver-grey material, as well as aqua-green LED light strips, exuding a strong sense of future technology.

As for the interior, wood grain finishes, paired with rounded edges, create a safe, warm shopping environment, demonstrating the brand’s deep concern for customers; wood tones, accented with aqua green and vibrant yellow, bring a fresh, natural, and comfortable atmosphere; modular display fixtures, flexible and variable, easily satisfy various promotional needs; the meticulously arranged lighting system—a clever combination of glossy films and spotlights—further improves the visual effect, offering users a pleasant and relaxed shopping experience in a bright environment. This helps to establish a warm, sincere and reliable brand image.

Design Challenge

The project encountered several challenges during the design process.
The primary challenge was how to make innovations while retaining the signature elements of the brand. To address that, the design team has delved into the brand’s LOGO and created a unique curved form, seamlessly integrating it into the overall design.

Another one lay in blending warm, soft illumination into the lane in the forecourt. The team has overcome that by employing the stretch ceiling to adjust brightness and colour temperature.

Additionally, how to strike a balance between a sense of future technology and a warm, comfortable atmosphere in the convenience store area was also challenging. To tackle that, the team has applied a shimmering silver-grey material and aqua-green LED light strips to the facade, while incorporating wood grain finishes and rounded edges in the interior.

Effectiveness

The redesign of the Sinochem Fuelling Station is not merely a revamp of the brand image, but a successful practice of design innovation. It creates an attractive, safe, and warm shopping environment, which embodies the brand’s deep care for customers and further consolidates the brand's position in the minds of consumers, enhancing customer loyalty and satisfaction. Moreover, the project improves the popularity and reputation of the brand, making it stand out from the fiercely competitive market.