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2018AWE华帝这个“脑洞” 刷足了存在感

作者:admin  日期:2018-11-01 16:37  人气:
3月8日,上海新国际博览中心的内广场上迎来了一位庄严的访客。乍一看这是个头部雕塑,转到他的“脑”后,人们发现这个眉头微蹙、嘴唇紧抿的面孔背后面有个大大的“脑洞”。这个别出心裁之作,是华帝设计的“智慧大脑”品牌艺术空间。作为AWE中国家电及消费电子博览会最吸引人眼球的存在,人们戏称这个“脑洞”让华帝刷到了最大的存在感,因为众多家电品牌还没开始,他已经“赢了”。
 
In March 8th, a dignified visitor was greeted in the inner square of Shanghai New International Expo Center. At first glance it was a head sculpture, and after turning to his "brain", it was discovered that there was a big "brain hole" behind the face with a slightly frowned, tight lips. This ingenious work is Vatti's "smart brain" brand art space. As the most eye-catching presence of AWE China Home Appliances and Consumer Electronics Fair, people jokingly call this "brain hole" to make Huadi brush the greatest sense of existence, because many household appliances brands have not yet begun, he has "won".
 
 
 
 
 
华帝,高端厨电,AWE2018
 
Vatti, high-end kitchen electricity, AWE2018
 
这种赢在起跑线上的手法在家电品牌的传播中并不常见。中国家电行业是十分成熟的产业,担纲主力的品牌们向来以老成持重自居,这种端庄沉稳有时也限制了家电品牌们的想象力。值得庆幸的是,近年来以华帝为代表的、不断崛起的中国厨电品牌们,通过各种有趣的尝试,大胆的开拓了多方向、多维度的品牌传播方式与方法。
 
This way of winning at the starting line is not common in the dissemination of home appliance brands. China's household appliance industry is a very mature industry, the main brand has always been old-fashioned self-esteem, this dignity and stability sometimes limits the imagination of household appliance brands. Fortunately, in recent years, the rising brands of Chinese kitchen and electrical appliances represented by Huadi have boldly developed multi-directional and multi-dimensional brand communication methods and methods through various interesting attempts.
 
 
 
 
 
华帝,高端厨电,AWE2018
 
Vatti, high-end kitchen electricity, AWE2018
 
根据华帝品牌负责人的介绍,这个“智慧大脑品牌艺术空间”的创意诞生于一个简单的初衷——让更多的人体会华帝“知识厨房”的理念;脑后设计了一个阶梯通往馆内,是为了表达神秘的感觉。显然,这个魔幻现实主义造型风格起到了不错的效果。在上海料峭春寒的大风中,“智慧大脑”阶梯下始终有几十人在排队预约,等待上楼一探究竟。
 
According to the head of Huadi Brand, the idea of "Smart Brain Brand Art Space" was born out of a simple intention to let more people understand the concept of Huadi's "knowledge kitchen"; a staircase was designed behind the head to express a sense of mystery. Obviously, this magic realism modeling style has had a good effect. Dozens of people queued up to make an appointment under the "Wisdom Brain" staircase, waiting to go upstairs to find out.
 
 
 
显然,华帝“智慧大脑艺术空间”里的内容对得起它的名字。根据记者的亲身体验,这个外表惊艳的艺术空间,内里也有着相当不错的艺术感受。登上台阶进入大脑关上舱门熄灭灯光,体验者可以体会全息投影讲解的洗碗机与知识厨房,经过艺术化的阐述与表达的内容带给体验者不一样的感觉,产品不再冰冷,介绍不再像是售卖,甚至会带来一种让人从内心深处的认同的感觉。
 
Obviously, the content of Vatti's "intelligent brain art space" is worthy of its name. According to the reporter's own experience, this stunning appearance of the art space, there are quite a good artistic feeling inside. Step up the stairs and turn off the lights. The experiencer can experience the dishwasher and knowledge kitchen with holographic projection. The artistic presentation and expression of the contents give the experiencer a different feeling. The product is no longer cold, the introduction is no longer like a sale, and even brings a deep-seated recognition. Feeling.
 
 
 
 
 
华帝,高端厨电,AWE2018
 
Vatti, high-end kitchen electricity, AWE2018
 
一位艺术界评论人士称,当一个常见的物体以大于几倍的体积出现时,就会带给观众熟悉又陌生的感觉,从而加大好奇心,探索的动力由此而来。这是用超越现实主义的手法,引起人们的关注与思考的一种方式。华帝的这个当代艺术式的“智慧大脑”设计,很有超现实主义代表人物达利的影子,在一个行业展、一个全部都是工业化产品的氛围中不跳脱出来都是不可能的。这个雕塑把产品的核心需求“以人为本”、 “人为本体”的理念具象化,进而打破了工业产品与人之间冰冷的隔阂感。该人士还称,“智慧大脑”雕塑整体呈白色,让人感觉思想的纯粹与空灵,这恰好强化了华帝要表达的“知识厨房”的理念。
 
An art critic says that when a common object appears in a volume several times larger, it gives the audience a sense of familiarity and strangeness, which increases curiosity and motivates exploration. This is a way of arousing people's concern and thinking by means of transcendental realism. This contemporary art-style "intelligent brain" design of Huadi, with the shadow of surrealist representative Dali, is impossible to jump out of an industry exhibition, an atmosphere in which all are industrial products. This sculpture embodies the concept of "people-oriented" and "people-oriented entity" as the core needs of the product, thus breaking the cold barrier between industrial products and people. The person also said that the "Wisdom Brain" sculpture as a whole is white, making people feel pure and empty thinking, which just strengthens the concept of "knowledge kitchen" that Huadi wants to express.
 
 
 
 
 
华帝,高端厨电,AWE2018
 
Vatti, high-end kitchen electricity, AWE2018
 
艺术不看年龄和性别,不分语言与国界,不论贫穷与富有……是最平等,最容易直抵人心的方式。在本届2018AWE上华帝上演强艺术化表达,这是中国厨电在寻找离消费者最近距离的又一次有益尝试。跳脱厨电,跳脱家电,在时尚、文化、艺术等先锋概念与手法中,华帝在寻找年轻的感觉的同时,也一定能让更多的用户发现、找到它。
 
Art does not look at age and sex, regardless of language and borders, whether rich or poor. It is the most equal and easiest way to reach the hearts of the people. In this year's 2018 AWE Huadi performance artistic expression, this is China's kitchen electricity in the search for the closest distance from consumers another useful attempt. Jump off the kitchen electricity, jump off household appliances, in fashion, culture, art and other avant-garde concepts and techniques, Huadi in looking for a young feeling, but also must let more users find it.

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