The eye-catching blue Chinese dragon sculpture hanging from the ceiling above a central seating area unites fantasy with reality, immersing visitors in this new futuristic experience.
Music Party KTV by JUMGO Creative. Photograph by He Chuan.
Project description by JUMGO Creative
Music Party created a new concept of "new generation of entertainment". Repeated system remoulding is a challenge to tradition.
For the extremely young market positioning, Music Party clearly knows that only the consumption system that is more suitable for young people.
And the construction of consumption scenes can reflect the brand proposition of Music Party [IT S TIME TO PART]. It is not only a slogan, but also consumers' brand impression of Music Party. So the reconstruction for this headquarter [starting from the system and breaking the spiritual connection from the vision].
[The New Generation]
Precise positioning [00-05] the market also positions the design direction. Every generation has its own rebellious stage [having a personality of one's own], and then integrate with the imprint of the times. As the existing world senses of this generation born in the context of a new era, they also have confidence in their own culture.
irrational product
The core of the spirit of entertainment should be flying again and again within the rules. The process of creating surprising results.
To some extent, we do not want to determine the design results in a certain style.
Do not delve into cultural attributes.
Starting from the spirit of entertainment and with [a kind of excited] emotion, it runs through the whole design process.
We hope that the brand will finally present a bright result. So we use blending and hedging of eastern and western elements. Thus forming a strong sense of withdrawal.
The results presented are not called [iterations]. But based on the brand framework. Another expression, we call it [irrational product].
