![](/uploads/image/0268.jpg)
湖州奥特莱斯形象设计调研报告
1.导言
调研时间:2015年9月25日
比利时是足球强国吗调研地点:湖州奥特莱斯
调研方法:实地考察、上网、文字资料
考察内容:标识系统、商场内外广告、商场整体形象设计 调研目的:了解商场VIS是如何融入到各个导视系统的设计中去的;了解商场内外广告的投放对商场起到何种作用。
![](data:image/jpg;base64,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) 稻草人旅行 | |
| |
沧州附近旅游景点
湖州奥特莱斯项目总建筑面积9.6万平方米,其中商业面积达25万平方米,拥有近5000停车位的超大停车场。项目周边聚集了太湖明珠、渔人码头、游艇俱乐部、温泉高尔夫等标志性项目和知名景观,未来这里将打造成集旅游、购物、休闲、度假、居住为一体的国内首个纯乐活态国际社区。
首创奥特莱斯|湖州项目打破传统奥特莱斯相对单一的业态模式,集聚国内外名品折扣中心、特美食街、家居生活馆、精品超市、儿童主题馆、等多种业态于一体,精选国内外300余知名品牌,以最丰富的国内外品牌选择、最具竞争力的折扣价格、最舒适的购物环境和最全面的服务配套,最大限度地满足客户的需要,为顾客提供一站式的消费体验。
3. 商场导视系统规划以及广告位的设置
商场整体导视主要通过四个级别的导视系统来规划设计的,从外立面的标识逐一引导到商场的每一个具体的位置,从外到内,层层递进。在每一级导视的规划上,都会涉及相应的广告位设计,这需要在相应级别的导视系统的基础上加以融合,让导视系统在执行导视任务的同时也能完美的体现广告效果,提高商场形象。
3.1一级导视规划及广告位设置
一级导视:从最外延的视觉效果和功能定位上界定,也是进入商场的第一个导引标识。
湖州奥特莱斯整体是一个里外包围式的建筑构造。(见图1)从图上可以清晰地看出项
分成左右两个部分,中间通过过道隔开。
第一次到达奥特莱斯,主干道入口处的标志性的大型铭牌醒目可见。(见图2)
铭牌呈三面状造型,头部以黄为背景搭配白的项目标识,下面是淡蓝的背景,配中英的文字标识,整体效果大气,稳重,和远处落成的奥特莱斯建筑体,相互呼应。