福利 | QQfamily旗舰店设计揭秘

腾讯ISUX

发布于 2021-08-05 15:10:53

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发布于 2021-08-05 15:10:53

文章被收录于专栏：腾讯社交用户体验设计腾讯社交用户体验设计

7月底，首家QQfamily线下旗舰店在深圳欢乐海岸开业。集合了潮玩销售、主机游戏体验、游戏电影KTV聚会包房等消费场景的QQfamily主题店一开业即火爆。QQfamily潮流+游戏感的店装空间是如何打造的？本篇就来揭秘！

Chapter 1

玻璃钢设计 FRP Design

1.1 VR玩家QQ | VR player QQ

在店门口展示的玻璃钢的设计上，我们把QQ特征化地打造成可以代表整个店面空间的样子。我们认为，QQfamily旗舰店是游客暂时逃离现实、享受店内有趣好玩内容的空间，类似于在电影《玩家一号》中的人物，或者是如今开始在元宇宙中享受休闲时光的人们那样。以这个想法为出发点，我们设计了一种新形式的QQ——它正在使用VR设备，享受虚拟现实世界。

This FRP was to be displayed at the entrance of the store, so we wanted to create a symbolic form of QQ that could represent the entire space. We thought that visitors' escape from reality for a moment and enjoy the space and content in the store was similar to the characters in the movie "Ready Player One" or people these days who start enjoying leisure time in the metaverse. Starting with this idea, we designed a new form of QQ that uses VR devices and enjoys the virtual reality world.

我们将这个想法画成草图，然后以3D形式进行设计。但是我们在做QQ佩戴的VR护目镜的时候出现了一个问题，就是QQ的大部分脸都被遮住了，这种形式导致无法识别QQ。为了解决这个问题，我们将护目镜外侧设置为一个显示屏幕，QQ的眼睛则以LED灯的形状表现出来。此外，我们设计了一个未来风格的服装来匹配整体店面设计的基调，并添加了LED细节。

We sketched the idea as follows, followed by designing it in 3D form. But when we made QQ wear VR goggles, there was a problem that most of the QQ faces were covered and this form could not be recognized as QQ. To solve this problem, we expressed QQ's eyes in LED light with the setting that there is a screen outside the goggles. And We designed a futuristic costume to match the overall store design tone and added LED details.

因为玻璃钢放置在门头之上，游客通常会从正面底部仰视这个玻璃钢，所以我们添加了额外的细节来适配场景。我们还运用QQ IP标志及相关的图标来设计了徽章，贴在QQ的胸前。

Visitors usually look at this FRP from the bottom of the front, so we finished by adding additional details to it. And the badge was designed and inserted using the IP logo and related icons on both chests of QQ.

1.2 QQfamily Love SZ

我们选用了各个旅游景点拍照点常用的“I Love XX”样式，加以旗舰店的主题概念，创造出了QQfamily旗舰店的全新打卡点。就像玩具和游戏不再是孩子们的专属一样，QQfamily旗舰店也是一个大人小孩都能玩得开心的地方。所以我们想创造一种玻璃钢的形式，让成年人通过小时候玩过的复古游戏复现，回忆起童年。

We wanted to use the "I Love OO" format, which is used as a photo spot at various tourist attractions, and add the concept of the store to create another new photo spot. Just as toys and games are no longer exclusive to children, this QQ Flagship store is also a place to have a good time with adults and children. So we wanted to create a form of FRP that would remind adults of childhood in a retro game they enjoyed as children.

我们给QQ、Dov多福和BabyQ穿上了怀旧游戏中人物的服装。而在它们之间，“I LOVE SZ”的文字被打造成像素形式，就像8位游戏中的文字一样。

We dressed QQ, Dov and BabyQ in costumes of the characters in retro games of memory. And between them, the text ‘I love SZ’ was designed and placed in Voxel form like the text in 8bit games.

我们没有通过参考特定字符来设计此玻璃钢，而是从一代人记忆中的战士、飞行员及20、30年前复古游戏中的各种物品中提取元素来设计。通过这种方式，我们试图让游客能回忆起他们童年时代的英雄或游戏中的自己。

We didn't design this FRP by referring to a specific character. This is designed by mixing various elements that adults might have seen at least once, such as warriors, pilots, and various items in the retro game that we played 2~30 years ago. Through this, we tried to vaguely make visitors think of their childhood heroes or themselves in the game.

1.3 赛博朋克 | Cyberpunk kids

最近，赛博朋克风顺应Newtro风潮再度走红。八十年代经典的赛博朋克风格动画《阿基拉》正在被重新审视，近日游戏《赛博朋克2077》也成为热门话题。过去人们所想象的未来，对于现在的年轻人来说似乎是新鲜的。顺应这一趋势，我们使用Dov多福、黄脸以及babyQ设计了赛博朋克风格的玻璃钢。

Recently, cyberpunk style has become popular again in line with the Newtro trend. Akira, a typical cyber-punk-style animation of the 80s, is being re-examined, and recently the game Cyberpunk 2077 has become a hot topic. The future that people in the past imagined seems to be fresh for young people these days. Following this trend, we designed cyberpunk-style FRP using Dov and Yellowface and babyQ.

我们没有遵循传统‍‍赛博朋克‍所描绘的反乌托邦氛围，而是根据我们角色IP的调性，将细节设计出明亮可爱的氛围，从而将角色打造得更像年轻可爱的小捣蛋鬼，而非传统赛博朋克主角的“恶棍”形象。

Rather than following the dystopian atmosphere portrayed in cyberpunk content, We designed the character more like young troublemakers than villains by making the details into a bright and cute atmosphere according to the design tone of our character IP.

由于原版IP人物看起来圆润简单，我们认为不太适合添加逼真的细节，所以我们尽可能地简化了细节，并如上图那样将其组合。

Since the original IP characters look round and simple, we decided that adding realistic details would not be appropriate, so we simplified the details as much as possible and put them in as above.

1.4 玻璃钢制作落地

• 泡沫雕刻、3D打印、喷绘上色

• 最终落地效果

Chapter 2

软装设计 Soft Decoration

QQfamily旗舰店设置了三个可供游客聚会玩游戏、唱歌、看电影的湖景包房，同时在店面的外侧绘制了涂鸦墙。设计师对此进行了精心的设计。

近年来像素游戏在游戏的大盘中一直不会缺席，QQfamily旗舰店3间包厢外墙整体就以复古的像素游戏为主题设定概念，以QQfamily、QQ黄脸等IP结合像素主题，强化QQ品牌的识别性，开启霓虹赛博的湖景游戏主题夜生活。

2.1 包房一：加州迷踪

经过艺术化创作的QQ脸放到冰蓝色霓虹灯管中间，让人在带有一丝神秘风情的氛围中一眼发现QQ。冰蓝的元素与整体的加州风格包间环境相呼应，沉浸式体验贯穿主建筑到湖景包房，开启游戏主机的新世界。

吃豆人在1980年代风靡全球，被认为是最经典的街机游戏之一，游戏主角吃豆人的形象甚至被作为一种大众文化符号，或是电子游戏产业的代表形象。加州迷踪包房将QQ黄脸的龇牙笑表情和吃豆人的表现形式相结合，放入到由冰蓝色灯管组成的迷宫阵型中，与吃豆人不同，这一款黄脸的复古游戏更像一款逃脱游戏——“解救小黄脸”，以此还原那个对经典红白机爱不释手的复古场景。