笑脸蜘蛛｜“三丽鸥”上海南京东路新形象门店

三丽鸥（Sanrio）是一家全球知名的生活方式品牌，最为人所熟知的角色是诞生于1974年的Hello Kitty，除此之外还拥有许多其他备受喜爱的角色，如美乐蒂、酷洛米、双子星、大耳狗、布丁狗等。

Sanrio is a world-renowned lifestyle brand. Its most well-known character is Hello Kitty, which was created in 1974. Besides Hello Kitty, the brand also owns many other beloved characters, such as My Melody, Kuromi, Little Twin Stars, Cinnamoroll, and Pompompurin.

三丽鸥的创立宗旨是：“一件小小的礼物能够为人们孕育大大的友谊。” 自1960年创立以来，这一宗旨一直激励着三丽鸥为全球130多个国家和地区的消费者提供能够创造独特体验的高质量商品和充满趣味性的活动，拉近人与人之间的距离。自1974年Hello Kitty诞生后，品牌持续开发可爱角色，拓展至周边零售、游戏、联名及主题公园等领域，形成传递生活理念的品质空间，实现三丽鸥“同一个世界，用微笑相连”的美好愿景。

Sanrio's founding mission is:"A small gift can nurture a great friendship." Since its establishment in 1960, this mission has been inspiring Sanrio to provide consumers in more than 130 countries and regions worldwide with high-quality products that create unique experiences and engaging activities, bridging the distance between people. After Hello Kitty was created in 1974, the brand has continued to develop cute characters and expanded into fields such as peripheral retail, games, co-branded collaborations, and theme parks, forming quality spaces that convey its life philosophy and fulfilling Sanrio's beautiful vision of "Connecting the world with smiles".

本次亮相的上海南京东路三丽鸥全新形象门店，将品牌积淀深厚的 IP 资产精髓与空间设计进行深度融合，以具象化的空间叙事语言，精准诠释并传递了根植于品牌 DNA 的 “以礼物传递真情” 的理念与核心 “角色精神”，成功构筑起一座连接消费者与三丽鸥品牌内核的沉浸式体验桥梁。

The new flagship store of Shanghai Nanjing East Road Sanrio, which made its debut this time, deeply integrates the essence of the brand's deeply accumulated IP assets with spatial design. With concrete spatial narrative language, it accurately interprets and conveys the concept and core "character spirit" of "conveying true feelings through gifts" rooted in the brand DNA, successfully building an immersive experience bridge connecting consumers with the core of the Sanliou brand.

△ Store Location

由笑脸蜘蛛设计的三丽鸥新形象门店，雄踞于上海核心商业地标——南京东路，直面外滩景观，坐享顶级黄金客流。其所在商圈汇聚了Apple、Samsung、李宁、POP MART、华为等国内外一线巨头，不仅是上海乃至全国的顶级商业窗口，更定义了高端消费与潮流风向标的战略高地。选址于此，其卓越的商业价值与无与伦比的品牌曝光度不言而喻。

The Sanrio's new image flagship store designed by the Smile Spider is located in the core commercial landmark of Shanghai - Nanjing East Road. Facing the Bund landscape, it enjoys top-level golden traffic flow. The shopping district where it is situated gathers domestic and international leading giants such as Apple, Samsung, Li Ning, POP MART, and Huawei. It is not only a top commercial window in Shanghai and across the country, but also defines the strategic highland of high-end consumption and trend indicators. Choosing this location, its outstanding commercial value and unparalleled brand exposure are self-evident.

本次设计的核心策略之一，是将三丽鸥核心IP的角色精神与专属美学，深度融入空间肌理，打造独特的沉浸式“岛屿幻想”体验。墙面运用IP主题色块（Hello Kitty淡粉、大耳狗天蓝、酷洛米幻紫等）进行几何切割与延伸，形成隐形的动线引导与充满活力的视觉韵律，仿佛角色能量在空间中脉动。

One of the core strategies of this design is to deeply integrate the spirit and exclusive aesthetics of Sanrio's core IP characters into the spatial structure, creating a unique immersive "fantasy island" experience. The walls use IP-themed color blocks (such as Hello Kitty's light pink, Cinnamoroll's sky blue, and Kuromi's dreamy purple) for geometric cutting and extension, forming invisible flow lines and a vibrant visual rhythm, as if the energy of the characters is pulsating throughout the space.

△ Structure Analysis

围绕 “岛屿幻想” 核心设计主题，门店系统性规划形成苹果岛园（核心岛）、云朵浮岛、甜酷能量岛、冒险岛四大主题区域 —— 其中苹果岛园作为核心承载区锚定空间重心，云朵浮岛、甜酷能量岛、冒险岛屿则分别对应不同 IP 的精神特质，共同构建层次分明的沉浸式体验体系。

Centered around the core design theme of "Island Fantasy", the store has systematically planned to form four major themed areas: Apple Island Park (Core Island), Cloud Floating Island, Sweet Cool Energy Island, and Adventure Island. Apple Island Park serves as the core carrier area anchoring the spatial center of gravity, while Cloud Floating Island, Sweet Cool Energy Island, and Adventure Island correspond to the spiritual characteristics of different IPs, jointly constructing a layered immersive experience system.

后来，这个设定被赋予了更深层的含义——象征Hello Kitty的核心精神：分享与善意，分享的快乐远大于独自拥有。这五个苹果从此超越了物理意义，成为Hello Kitty“传递友情与关怀”的图腾，深刻呼应三丽鸥“用小小礼物传递大大快乐”的品牌哲学。

Later, this design was given a deeper meaning - symbolizing Hello Kitty's core spirit: sharing and kindness. The joy of sharing is far greater than having it alone. Since then, these five apples have transcended their physical meaning and become the totem of Hello Kitty's "transmitting friendship and care", deeply echoing Sanrio's brand philosophy of "transmitting great happiness with small gifts".

3D 打印空间模型图是苹果岛园设计落地前的核心可视化载体，以极简形态精准还原 “圆形包容布局”—— 中心基座、苹果互动装置点位及圆形货架曲率，均严格匹配最终空间比例，清晰呈现 “IP 为核、分享为逻辑” 的构想。作为关键落地环节，模型既验证空间动线合理性，也测试弧形结构与 IP 元素的融合度，为后续色块填充、材质选型及装置落地提供精准参照。

The 3D printed spatial model diagram is the core visual carrier before the landing of the Apple Island Park design, accurately reproducing the "circular inclusive layout" in a minimalist form - the center base, Apple interactive device points, and circular shelf curvature, all strictly matching the final spatial proportion, clearly presenting the concept of "IP as the core, sharing as the logic". As a key implementation step, the model not only verifies the rationality of spatial flow lines, but also tests the integration degree of curved structures and IP elements, providing accurate reference for subsequent color block filling, material selection, and device implementation.

面向室内商场的零售区和收银区，是大耳狗和酷洛米的专场。在梦幻缤纷的三丽鸥宇宙中，大耳狗如同一朵蓬松温柔的云彩，轻盈地降落在无数人的心尖，成为“温柔陪伴”的代名词。传说它诞生在遥远的云端之上，这对神奇的大耳朵便是它翱翔天际的翅膀，乘着清风，带着对世界的好奇与善意翩然而至。

The retail area and checkout area facing the indoor shopping mall are dedicated to the characters of Cinnamoroll and Kuromi. In the colorful and dreamy universe of Sanrio,Cinnamoroll is like a fluffy and gentle cloud, gently landing on the hearts of countless people, becoming the symbol of "gentle companionship". It is said that it was born on the distant clouds, and these magical big ears are its wings for soaring through the sky. Riding the gentle breeze, it arrives with curiosity and kindness towards the world.

设计将大耳狗的故事融入进空间，装置采用圆润的云朵形状，布置在天花上，大耳狗躲藏在云朵背后，微笑的看着每一个来往的路人。收银台也承接了云朵的造型，采用了圆润的弧形以及清透的黄色，黄色与大耳狗的蓝色相搭配，在视觉上让收银区域更加轻盈。

The design integrates the story of the Cinnamoroll into the space. The installation adopts a round and fluffy cloud shape and is placed on the ceiling. The Cinnamoroll hides behind the cloud and smiles, looking at every passer-by. The checkout counter also adopts the shape of a cloud, using a round arc and clear yellow. The yellow color pairs well with the blue of the Cinnamoroll, visually making the checkout area more light and airy. 

将大耳狗的形象设计在收银区，也是因为大耳狗的存在本身，就是三丽鸥“治愈美学”最完美的具象化——它提醒着人们，最简单的陪伴往往蕴含着最强大的治愈能量，而那份来自“云端”的温柔，始终触手可及。设计也希望客群在这家新形象门店获得的情绪价值，能够让每一个人都幸福快乐一整天。

Placing the image of the Cinnamoroll in the checkout area is also because the existence of the big-eared dog itself is the most perfect embodiment of Sanrio's "healing aesthetics" - it reminds people that the simplest companionship often contains the most powerful healing energy, and that gentle touch from "the clouds" is always within reach. The design also hopes that the emotional value that customers gain in this flagship store can make everyone happy and joyful for the entire day.

酷洛米则是构建起独树一帜的“甜酷主义”美学，它更加的甜酷、有风格，挑战着人们对可爱的刻板定义。但是它同时又是善良的、无比鲜活的，内心依然可以保有炽热的梦想、纯真的情感和对爱的渴求。

所以设计在酷洛米的故事基础上，采用了与圆形相反的锥形结构，直接将地面的货架跟天花连接在一起，同时这种锥形又是圆润的、温柔的，就像酷洛米的内心一样。设计将空间赋予了酷洛米的专属紫色，同时又增添了一些柔和的黄色，使空间在保持“甜酷”的基础上，又不脱轨于整个空间的基调。

Therefore, based on the story of Kuromi, the design adopts a conical structure instead of a circular one. It directly connects the shelves on the ground with the ceiling. At the same time, this conical shape is round and gentle, just like Kuromi's inner self. The design gives the space the exclusive purple color of Kuromi, while also adding some soft yellow tones, so that the space maintains a "sweet and cool" atmosphere while not deviating from the overall tone of the space.

在面向南京东路的零售区域，设计用清亮的黄色与绿色，货架都以弧形的方式呈现，墙壁上挂有三丽鸥IP的形象，就好像一个走进了三丽鸥的画廊，打造出温馨柔和的场景氛围。

In the retail area facing Nanjing East Road, the design uses clear yellow and green, and the shelves are presented in an arc shape. Images of the Sanrio IP are hung on the walls, as if one has entered a gallery of Sanrio. This creates a warm and soft scene atmosphere.

并且这一区域直面南京东路的人流，清新亮眼的颜色第一时间代表了品牌形象，大门处布置了IP的形象雕塑，可爱的三丽鸥角色坐在童话般的树丛中。

 Moreover, this area faces the flow of people on Nanjing East Road. The fresh and eye-catching colors immediately represent the brand image. At the entrance, there is a sculpture of the IP, and cute Sanrio characters are sitting in a fairy-tale-like forest.

The central doorway forms a visual corridor, allowing pedestrians to see Hello Kitty's image through it, creating a spatial visual logic of "near middle far" in the overall scene of the store. This not only gives the space a clearer rhythm and melody, but also significantly extends the visual perception boundary of the space.

笑脸蜘蛛基于品牌的定位基调，面向注重精神满足的用户客群，希望能为不同年龄的人带来欢乐，通过情绪主题让角色人物IP故事与理念成为我们生命中重要的组成部分。同时设计将生理的五感延伸发展为“新五感“：

The Smile Spider, based on the brand's positioning tone, is targeted at users who value spiritual satisfaction. It aims to bring joy to people of all ages and make the character IP stories and concepts an important part of their lives through emotional themes. At the same time, the design extends and develops the five senses of the body into the "new five senses":

空间设计的松弛感：重视客群感受，用设计来达到舒适的空间体验。通过设计建立强烈的情感链接，产生可爱治愈、舒适自然的氛围，让客群感受到陪伴感、欢乐幸福感，体现三丽鸥的品牌文化，并且也能通过空间来实现长期的商业价值。

The relaxed atmosphere in space design: Pay attention to the feelings of the target audience, and use design to achieve a comfortable spatial experience. Through design, establish a strong emotional connection, create a cute, soothing, comfortable and natural atmosphere, allowing the audience to feel a sense of companionship and joyous happiness, reflecting Sanrio's brand culture, and also being able to achieve long-term commercial value through the space.

故事的原生感：在这里能感受到真实的品牌故事，通过空间设计深入了解到各个IP无距离的人格化特征，每一个角色都有它自己的故事和核心，展示它们独特的设计理念，将角色温暖治愈的能量传达出来，也能陪伴着一代又一代人成长。

The authenticity of the story: Here, one can experience the true brand story. Through the spatial design, one can deeply understand the non-physical personality traits of each IP. Every character has its own story and core, showcasing their unique design concepts, conveying the warm and healing energy of the characters, and being able to accompany generations of people as they grow up.

角色IP的存在感：品牌的独特性和丰富性、故事性，让每个角色都具有真正的生命力，让客群感受到角色，感受到角色的存在。IP人物特征与人物表达的输出，让人们无论年龄几何，内心总有一片柔软之地，感受自己值得被温柔呵护。

The presence of character IP: The uniqueness and richness of the brand, as well as the narrative nature, give each character a true vitality, allowing the target audience to feel the character and the existence of the character. The characteristics and expressions of IP characters provide people, regardless of their age, with a soft corner in their hearts, allowing them to feel that they deserve to be tenderly cared for.

△Centre island table & shelf detail

品牌的交流感：这家新形象门店就像—个承载着社交功能和精神功能的加油站，为消费者们提供心灵的慰藉与情感的出口，让品牌与客群产生交流感，让消费者对品牌产生积极而深刻的认知与认同，也让品牌深入了解消费者的情感需求。

The communication sense of the brand: This flagship store is like a gas station that also serves social and spiritual functions. It provides consumers with spiritual comfort and an emotional outlet, enabling the brand to establish a sense of communication with the customer base. This allows consumers to have a positive and profound perception and loyalty towards the brand, and also enables the brand to deeply understand the emotional needs of consumers.

场景的氛围感：在空间设计中，设计将整个新形象门店打造成梦幻的岛屿，营造出让客群们能够沉浸的美梦，通过场景遐想，体验延伸等方式展现品牌基因和空间体验，通过文化寄生和艺术融合来传递品牌精神，让客群与品牌轻松对话。

The atmosphere of the scene: In the space design, the design transforms the entire flagship store into a dreamy island, creating a dream-like environment that allows the customers to immerse themselves. Through scene imagination, experience extension and other methods, the brand's essence and space experience are presented. Through cultural parasitism and artistic integration, the brand spirit is conveyed, allowing customers to have a relaxed dialogue with the brand.

以品牌DNA为基础，设计将整体基调以温暖可爱治愈为基础，以更多潮流丰富的IP场景化、故事化内容作为出发点，互动性作为趣味点来增加空间的原始活力性，链接消费者，以更加艺术化的表达传达品牌内核。

Based on the brand DNA, the design takes a warm, cute and healing overall tone as the foundation, and starts from more trendy and rich IP scenarios and story-based content. Interactivity is used as the fun point to enhance the original vitality of the space, connect with consumers, and convey the brand core through more artistic expressions.

△Hello Kitty installation at Apple Island Gardens

在这次的商业空间设计中，整体设计风格游走于未来感与童话感之间，形成独特的“未来可爱”美学。部分冷调不锈钢货架与暖萌毛绒玩偶形成材质对冲，鲜活的色彩元素与木质自然纹理共生。

In this commercial space design, the overall design style straddles the realms of futurism and fairy-tale charm, creating a unique "future cuteness" aesthetic. Some cool-toned stainless steel shelves contrast with the cute plush toys, while vibrant color elements coexist with the natural wood texture.

△Roof rotating interactive device

一些小小的细节更藏有惊喜：如货架上布置的Hello Kitty蝴蝶结、壁龛里放置的角色IP形象、储藏柜用角色的标志来做把手、抬起头来还能看到蝴蝶结在空中旋转……这种将品牌基因符号植入空间功能的设计，让商业空间升华为可阅读的IP文化载体。

 Some small details even hold surprises: such as the Hello Kitty bow decorations on the shelves, the character IP images placed in the niches, the use of the character's logo as handles for the storage cabinets, and when you look up, you can see the bow spinning in the air... This design of embedding brand gene symbols into the space functions elevates the commercial space to a readable IP cultural carrier.

在这次的商业空间设计中，设计考虑到南京东路这边巨大的人流量，并且如何在有限的空间里实现商品陈列最大化，设计巧妙的用弧形柜面延长了人流动线，也同时增加了商品摆放量，将空间的商业功能性放大到最大化。

In this commercial space design, the design takes into account the huge flow of people on Nanjing East Road, and how to maximize the display of goods within the limited space. The design ingeniously uses curved countertop surfaces to extend the flow of people, and at the same time increases the amount of goods displayed. This maximizes the commercial functionality of the space.

并且设计了流畅合理的动线规划，从“主题零售”到“中心互动装置”，再到“主题零售”最后到“收银/客制服务空间”，提供顺畅轻松的客群体验。

Moreover, a smooth and reasonable flow planning is designed, from "theme retail" to "center interactive installation dance", to "theme retail" again, and finally to "checkout/custom service space", providing a smooth and relaxing customer experience.

店铺最终呈现的不仅是商品卖场，更是一个用空间语法来书写角色故事的体验馆——当消费者触摸着代表着角色故事的装置，脚边储藏柜的把手是可爱的蝴蝶结，抬头就是各种角色的标志物，三丽鸥用设计证明：真正的IP沉浸，是让每个角落都呼吸着角色的灵魂。

The final presentation of the store is not merely a commodity marketplace; it is also an experience center that tells a story through spatial grammar - when consumers touch the installations representing the character stories, the handles of the storage cabinets beside them are cute bow-shaped buttons, and when they look up, they see various character symbols. Sanrio has proved through its design that true IP immersion is to let every corner breathe the soul of the characters.

笑脸蜘蛛提出并坚持”空间即品牌“的设计理念，在当今竞争激烈的商业环境中，空间不再只是商品销售的场所，而是品牌的延伸和体现。好的商业空间设计不仅要追求耳目一新的视觉效果，更重要的是实现长久的商业目标，让消费者流连忘返。

The Smile Spider proposed and adhered to the design concept of "space as a brand". In the current highly competitive business environment, space is no longer merely a place for selling goods; instead, it is an extension and manifestation of the brand. Good commercial space design not only strives for a refreshing visual effect but is also crucial in achieving long-term business goals, ensuring that consumers linger and are reluctant to leave.

通过恰当的空间设计，提供与品牌价值观一致的体验，可以有效地为品牌塑造和传达其独特的空间心智，使品牌在竞争激烈的市场中突出自己，树立其独特的品牌形象和身份。帮助消费者识别和区分于其他品牌，形成忠诚度，并以此建立与消费者更深层次的情感连接。为实现品牌的商业目标赋能。以量身定制的空间形象实现品牌长久的商业目标，让消费者通过空间记住品牌。

Through appropriate space design, providing an experience consistent with the brand's values can effectively shape and convey the brand's unique spatial mindset, enabling the brand to stand out in a highly competitive market, establishing its distinctive brand image and identity. It helps consumers identify and distinguish the brand from others, fostering loyalty and thereby establishing a deeper emotional connection with consumers. It empowers the brand to achieve its business goals. By creating a tailor-made spatial image, the brand can achieve its long-term business goals and enable consumers to remember the brand through the space.

项目信息

品牌：三丽鸥

门店：三丽鸥上海宏伊广场新形象门店

设计: 笑脸蜘蛛|Spider Creative

摄影：余几

视频：余几

网站：www.spidercreative.cn

鸣谢：感谢三丽鸥品牌团队

Brand: SANRIO

Store： Shanghai Hongyi Plaza Sanrio gift gate

Design: Spider Creative

Photography：YUJI

Video：YUJI

Website: www.spidercreative.cn

Our vision

Spider Creative,based China, leading experience &innovation design around the world.

The founder of Spider Creative has successively held the top design leadership positions in Starbucks, the leading coffee brand, and Heytea, the leading brand of New Tea Drink. He has created and led the internal (in-house) design team, which is responsible for the innovative design of global stores, completed many influential innovative space experience projects, including the exploration of various innovative concepts and the brand flagship potential stores. In the process, he has constantly broken through the design boundary, Not only pursuing excellent design in terms of space and experience, but also being a first-hand experience of the head brand in the new retail industry, he has deeply know that design plays a vital role in an enterprise. Spider Creative,founded in China, leading experience &innovation design around the world and through design to create value for gloabl brands.