廣莲申是一个立足于上海的中点品牌，前两年依靠良好的产品力赢得了消费者的认可，在消费者心里是“地方老字号”的存在，受众大多是有一定年纪的叔叔阿姨。这一次品牌升级我们希望廣莲申在不流失原有市场的基础上，能进入年轻人的视野中。最终我们定下的策略是——将上海生活感的场景作为突破口，让它既可以连接品牌身上的上海文化与地域产品优势，又可以通过老场景新尝试来做大胆的突破。做到与年轻人对话，实现品牌年轻化的升级，同时摆脱现在泛滥的“国潮”中点的局面。 点心市集是廣莲申第一个主题店，我们将产品的销售与生产都贯穿到市集的场所氛围中，空间材料与颜色，也从市场中最有代表性的元素中提取——金属波浪板、白色小瓷砖、塑料感的蓝红配色、随处张贴的“牛皮癣”小广告、堆积如山的货物，凌乱却充满着民间智慧…这一切的细节都在给你“还原”一个市场该有的样子，但又是一个通过巧妙设计和重组升华后的“日常市场场景”，我们希望呈现给消费者的是一个年轻、时尚、有话题性、有分享欲望的新零售空间。
GRAND LIZ is a brand of Chinese dessert based in Shanghai. Being the “local time-honored brand” in consumers’ mind, It had won the recognition from consumers with great product power in recent years, with those middle-aged or even older group serving as the main customers. In terms of the brand upgrading this time, we would like to make GRAND LIZ be a choice for youngsters on the basis of maintaining its original market. Our final strategy is as below. We will take the scenes representing Shanghai life as the acting point. On one hand, it could connect the Shanghai culture contained in the brand with the regional product advantages; on the other hand, great breakthroughs could be made through old scenes and new attempts. In this way, the brand rejuvenation could be realized through the dialogue with youngsters and the cut and dried “China chic”would be got rid off. GRAND LIZ SUPERMARKET is the first theme store for GRAND LIZ. We will integrate sales and production into the atmosphere of market. Besides, materials and color in the space are extracted from most representative elements of the market, such as the metal clapboard, small white tiles, color matching of blue and red with plastic sense, small advertisements of "psoriasis" posted everywhere, and mountains of goods which are messy but full of folk wisdom. All of the details“restore”the face of a market as what it should be. Meanwhile, a “daily scene in the supermarket” is presented through ingenious design, reorganization and upgrading. We are striving to present a fashionable new retail space which is full of young elements, hot topics and sharing desire.