BLATEM, the high-end functional paint brand from Spain, officially entered the Chinese market this year. The brand has commissioned LeapingCreative to provide a comprehensive experience solution tailored to the local Chinese market, covering everything from brand positioning and visual systems to offline stores.
After conducting research, LeapingCreative found that paint brands in the market often emphasize their ability to express diverse colors, while the innovative functional aspects of the paint itself are not effectively highlighted. As a representative of functional paints, BLATEM should primarily focus on conveying the innovation in product functionality in its brand communication. LeapingCreative has developed a comprehensive icon system and grid layout for the functional features of BLATEM, facilitating its application.
PAINT WORKSHOP
To this end, LeapingCreative has created a new spatial concept for BLATEM's offline experience store—PAINT WORKSHOP “Functional Paint Laboratory”.The entire space is no longer connected by individual scenario showrooms, but instead uses innovative interactive display methods to link different functional sections. Through independent exhibition modules that match the brand's unique product features, it enhances users' understanding and experience of the products.
The exterior facade is derived from the brand color of BLATEM.
Inside the transparent showcase, the logo is prominently displayed on the screen, while aluminum profiles reinforce the concept of the brand's workshop. Creative window display area to inspire people's imagination.
The color scene as the first experiential scene in the space. LeapingCreative uses the brand color as the main tone in the core area of the facade, employing installations to enhance the texture of the paint "brushstrokes" in the space. The freely openable back panel, combined with installations that change flexibly according to different themes of the space, together form the brand's creative window. Through simple combinations of objects, the sustainable vitality of the scenario room is once again stimulated.
The installations draw inspiration from artistic works in Spain, the birthplace of the brand. The color research wall provides consumers with an intuitive display of the brand's rich range of paint colors. In the color sample area, one can observe the effects of various color changes under different intensities of light.
Free range and easy assembled display system. Flexible platform for more product experience. LeapingCreative has placed flexible and movable "modular display shelves" in this area. Through zoned display, consumers can more clearly see the different series and functions of the products.
Below the multifunctional shelves, there are placed brochures and products, while above them are samples coated with functional paint. Visual data labels are magnetically attached to the back panel beside, making it convenient for consumers to read and experience. The flexible design of the shelves allows for easy adjustment of the display content. When the three display shelves are combined, they instantly transform into a small exhibition space, adapting to the continuously updated brand products.
On the four flexible combination functional islands, corresponding experience devices are placed according to the different characteristic functions of the brand's paint.
The steam device demonstrates the paint's moisture-resistant and anti-humidity features.
Under the same force and speed, the wear resistance of BLATEM paint is superior to other brands.
△样品上涂画后用湿巾擦净，以测试品牌涂料的耐污力
After drawing on the sample, wipe it clean with a wet wipe to test the stain resistance of the brand's paint.
Aromatherapy paint allows consumers to experience the texture of the paint and its natural, non-irritating fragrance.
The display modules, aluminum shelves, and lighting fixtures within the space all emphasize assemblability and mobility. This facilitates flexible configuration of the space for future use by the brand, and also makes it easier to replicate and extend the brand's offline spaces in other regions.
The reception area on one side is divided into an open preliminary communication zone and a more private custom-made zone, aiming to provide a better experience for different consumer groups.
Brand icon consistancy.
LeapingCreative extracted the core mark from the brand's logo—simplifying the paint trace during brushing and the roller tool into the letter "T" as an important element. This emphasizes the brand's attributes and characteristics, and is integrated into the details of the spatial installations.
The "T"-shaped grooves in the perforated back panel, the shelf base supports, and the "T"-shaped door handles in the consultation room appear repeatedly as details, continually reinforcing and deepening consumers' impression of the brand. This is done through a simple and effective method of information conveyance, injecting it into the brand experience space.
