Westfield世纪城购物中心导视标识系统设计

Design of Wayfinding Signage System for Westfield Century City 

商业领域
Westfield世纪城购物中心导视标识系统设计-全景

Westfield是全球市值最大的零售物业集团,在澳洲、英国和美国等设有119个大型购物中心,年销售额超700亿美元。Westfield世纪城购物中心斥资10亿美元建设,位于美国洛杉矶,面积12万平方米,聚集了200多家商店和餐厅,包括诺德斯特龙百货、梅西百货公司、健身俱乐部和水疗中心等。由于其较大的体量、多样的业态及庞杂的运营系统,安全有序是我们进行导视系统设计考虑的第一要素,这点在动线规划、路径设计、安全警示标志设置、字体图形设计、标识尺寸、色彩搭配、材料选择等方面均作了科学规范、精心细致的处理。在此基础上,自然是如何导入客流,促进产品销售、服务提升及形象塑造。我们根据购物中心品牌定位和商业氛围,巧妙运用导视原理、规则和技巧,在规划、设计、实施及各处细节等方面作了诸多实用创新和精心处理(由于保密原因,此处恕不详述)。采用人机工程学理念,实现导视系统的人性化、互动性和自循环;根据购物中心整体环境和区域特点,兼顾整体的统一性和区域的差异性,实现移步换景和自然导向的效果;标识设计力求非文字化,不同识别能力、文化背景及国籍和语言的人均能瞬间识别;适当增加导视设计和标识设计的趣味性和艺术性,营造良好氛围,提升消费体验,塑造卓越品牌形象。

Westfield is one of the world's largest retail property groups, with 119 large shopping centers in Australia, the United Kingdom and the United States, with annual sales of more than $70 billion. Westfield Century City, located in Los Angeles, USA, with an area of 120,000 square meters, cost $1 billion to build. It has gathered more than 200 stores and restaurants, including Nordstrom Department Store, Macy's Department Store, fitness clubs and spas. Because of its large volume, diversified formats and complex operation system, safety and order is the first factor that we consider in the design of wayfinding system. This point has been carefully and meticulously handled by us in the aspects of moving line planning, path design, safety and warning sign setting, font and graphic design, sign size, color matching, material selection, etc. 

On this basis, what we need to do is how to promote product sales, service upgrading and image building. According to the brand positioning and business atmosphere of the shopping mall, we have skillfully applied wayfinding principles, rules and techniques to make many practical innovations and careful handling in planning, design, implementation and all details (for the reason of confidentiality, we cannot elaborate here). With the concept of ergonomics, we realized the humanization, interaction and self-circulation of the wayfinding system; according to the overall environment and regional characteristics of the mall, we took into account the unity of the whole and the regional differences, and achieved the effect of natural wayfinding; the sign design strived to be non-literal, people with different recognition abilities, cultural backgrounds or nationalities and mother tongues can recognize instantaneously; the interest and artistry of the guide design and sign design were properly increased to create a good atmosphere, enhance consumption experience and create an excellent brand image.

客户:Westfield世纪城购物中心 
地点:美国加利福尼亚州洛杉矶市
Client: Westfield Century City 
Location: Los Angeles, California, USA


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