INGROUP作品丨DQ中国首家BLIZZARD & BURGERS旗舰店

Recently, DQ opened its first BLIZZARD & BURGERS flagship store in Shanghai. DQ's entry into the fast food market is based on DQ's successful experience in fusion restaurant operations around the world. Second, in order to meet the needs of China's fast food market, DQ China decided to expand its product line and enhance its brand influence. 

After being invited to design the first BLIZZARD & BURGERS flagship store in DQ China, the team immediately conducted investigation and communication. Due to the location in the gathering place of people, how to take advantage of the site to stand out among the brands, combined with delicious food, to express the exclusive language of the brand, has become the design focus of this case.

In terms of space design, the INGROUP design team hopes to use space as a medium to link brands and consumers, with "feel the fun" as the core, through bright red and silver color schemes, DQ queen image, brand slogan and other visual symbols, combined with modern American style, to create a fun and atmospheric "dining paradise" with brand characteristics.

The classic red and silver color appearance and the giant burger billboard outside the door, as well as the whole silver DQ Queen sculpture at the door, allow consumers to see the existence of DQ hamburger store from a distance, which is the biggest weapon to attract consumers to get close to the store or even enter the store to explore the truth.

Push open the transparent glass door into, the interior is two floors design, is open layout. The first floor is the exclusive dining area, and the bright color decoration is very bright. Soft lighting, rich layers of spatial layout, clear distinction between dining area and dining area, smooth lines to let customers move freely.

A futuristic staircase opens up the first and second floors, making it a great photo spot in the store. The clever combination of red light and silver walls creates a stylish catwalk, which is illuminated to create a sci-fi movie-like atmosphere.

At the top of the staircase hangs a carousel device, which is specially designed to be inspired by the "pour over the glass without spilling" feature of DQ ice cream products, and the brand is full of tonality and fun.

The main area on the second floor is located on the right side of the spacious space and is equipped with a panoramic floor-to-ceiling window, providing customers with the perfect place to relax and unwind. Whether it's a busy white-collar worker looking for a moment of tranquility between work, or a lady who pursues a literary atmosphere enjoying a quiet time, you can look out the window and immerse yourself in the food.

The middle area on the second floor is designed around the spirit and attributes of the brand, with seats with the image of the queen of DQ and the walls showing the spirit of the DQ feel the fun brand everywhere.

The space on the left side of the staircase is designed around the theme of the park, and the swing seat is designed, which becomes a beautiful scenery in the restaurant space and attracts the attention of visitors.

From the design elements to the brand surrounding, to the overall space, INGROUP follow the footsteps of the brand, hope from visual, to touch, to the body, really build a unique dopamine storm park restaurant, continue to bring more immersive experience for young consumers, let consumers get food meet at the same time, also can feel the emotional value of pleasure.