永創設計 | 成都GOGOEGO壹購潮流廣場-設計風向

GOGOEGO X 永創設計｜從EGO蝶變，成都潮流新地標引領Z世代風尚

GOGOEGO Trend Supermarket X WING DESIGN

與COSMO共享同一業主方的GOGOEGO，其前身可追溯至2009年潮流地標EGO（壹購潮流廣場）。曆經十四餘載的沉澱，業主方決定對其進行舊改，從建築立麵的重塑，到精準聚焦新興消費客群，與Z世代建立用戶連接，再到全麵煥新的品牌VI係統，最終孕育出GOGOEGO這一潮流新寵。GOGOEGO繼承了EGO的潮流基因，成為繼COSMO之後，又一個引領潮流風尚的地標。

The predecessor of GOGOEGO, which shares the same owner as COSMO, can be traced back to the 2009 trend landmark EGO (EGO Trend Plaza). After more than fourteen years of accumulation, the owner decided to undertake old renovations, from reshaping the building facade to precisely focusing on the emerging consumer groups, establishing user connections with Generation Z, and then to the comprehensively refreshed brand VI system, ultimately giving birth to GOGOEGO, this new trend favorite. GOGOEGO inherits EGO’s trend genes and becomes another trendsetting landmark after COSMO.

∇ © Ray

隨著電子商務的蓬勃興起，購物模式的深刻變革不僅重塑了消費格局，也直接對傳統老式商場構成了嚴峻挑戰，客流量下滑與銷售額縮減成為普遍現象。在此背景下，消費者對於價格敏感度日益增強，他們愈發傾向於追求性價比與購物體驗的雙重滿足。同時，新興零售業態如雨後春筍般湧現，搭配靈活多變的營銷策略，進一步加劇了市場競爭的激烈程度，導致如EGO（壹購潮流廣場）等傳統商場麵臨轉型困境。

With the vigorous rise of e-commerce, profound changes in shopping patterns have not only reshaped the consumption landscape but also posed severe challenges to traditional old malls, with declining customer traffic and sales becoming common phenomena. In this context, consumers are increasingly price-sensitive and more inclined to pursue the dual satisfaction of cost-effectiveness and shopping experience. At the same time, emerging retail formats are springing up, coupled with flexible and diverse marketing strategies, further intensifying market competition and causing traditional malls such as EGO (EGO Trend Plaza) to face transformation dilemmas.

∇ © Ray

正是在這股變革的洪流中，成功打造了成都COSMO標杆門店OO與KANGOL的永創設計團隊，再次操刀EGO（壹購潮流廣場）的改造。區別於對傳統巨型商場的革新與重塑，GOGOEGO顛覆了以往模式化的商業體驗框架，轉變為自營業商業模式，將其重新定義為「潮流超市」。“潮流”的定位來源於風格屬性更適合Z世代，“超市”的定位希望在人貨場的場景上更加符合沉浸式消費，潮流風格的單品琳琅滿目，可以像宜家一樣沉浸式的打卡、體驗、種草。

It is in this wave of change that the YongChuang design team, which successfully created the benchmark stores of Chengdu COSMO, OO, and KANGOL, once again took on the renovation of EGO (EGO Trend Plaza). Distinct from innovating and reshaping traditional mega-malls, GOGOEGO changed its business mode into “Trend Market”，self- management business mode. The positioning of “trend” stems from a style attribute more suitable for Generation Z, while the positioning of “supermarket” aims to better align with immersive consumption in the context of people, goods, and venues. Trendy style items are abundant, allowing for immersive check-ins, experiences, and grass-planting like IKEA.

∇ © 永創設計 © WING DESIGN

Z世代，作為數字時代的原住民，隨著情緒壓力的增加，他們更加追求親切可愛、無負擔的表達。因此，設計團隊緊密圍繞Z世代的審美偏好與情感需求，選用了臘腸犬「狗狗」作為品牌形象的核心元素，構建了一條強有力的情感紐帶。

As digital-era natives, Gen-Z, with increasing emotional stress, pursues a more cordial, cute, and burden-free expression. Therefore, the design team closely revolves around the aesthetic preferences and emotional needs of Generation Z, selecting the Dachshund “dog” as the core element of the brand image to build a strong emotional bond.

這一決策體現了其戰略考量與創意巧思，更在多個層麵發揮了重要作用。首先，從品牌視覺識別係統的角度看，臘腸狗的形象為商場提供了一個統一、易於識別的標誌，廣泛應用於商場內外，從標誌設計到導視係統，再到各類宣傳物料，確保了品牌形象的一致性和規範性，有效提升了消費者對商場品牌的識別度與記憶點，為GOGOEGO在競爭激烈的市場中構建了鮮明的身份標簽。

This decision reflects its strategic considerations and creative ingenuity, playing a significant role on multiple levels. First, from the perspective of the brand’s visual recognition system, the image of the Dachshund provides a unified and easily recognizable logo for the mall, widely used inside and outside the mall, from logo design to signage systems to various promotional materials, ensuring brand image consistency and standardization. It effectively enhances consumers’ recognition and memory of the mall brand, building a distinct identity label for GOGOEGO in the competitive market.

∇ © Ray