“申”生不息 “豫”新生 豫园老字号品牌设计焕新案例

Case Study on Time-honored Brand Design for Revitalization in Yuyuan CBD

豫园老城厢,上海的人文精神故乡,区域内以距今400余年历史的明代潘允端的私人园林"豫园"及距今600余年的道观"城隍庙"为地标辐射,形成上海重要的文化商圈与城中之"城",年客流量近4500万人次,其中20%为外国人,30%为外地游客,50%为上海本地人。

In the context of the changes of the times and quiet upgrade of consumer demand,Yuyuan CBD is confronted with a new turning point of transformation.How to reshape up China in the eyes of foreigners,Shanghai in the eyes of Chinese people and hometown of Shanghai people becomes urban design proposition in current era.