上海三阳南货旗舰店 / ©️Dayuan Design
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随着春节的临近，大宛设计回访了我们的老朋友——上海三阳南货店。伴随着清晨的气息，卷帘门开启了老字号百货店的一天。爷叔阿姨们还在有条不紊的收拾柜台，而最早的一批老顾客们，早已迫不及待的在门口等候着选购年货。到三阳南货办年货、讨个“三阳开泰”的口彩，是老上海人的传统风俗。
As the Spring Festival approaches, Dayuan Design revisited an old friend – Shanghai's Sanyang southern goods store. With the morning breeze, the rolling shutter unveiled a day at this time-honored department store. Uncles and aunties diligently organized the counters, while the earliest patrons eagerly awaited at the entrance, ready to choose festive goods. Celebrating the Lunar New Year with a trip to Sanyang southern goods store for blessings and abundance is a tradition deeply rooted in the culture of old Shanghai.
三阳南货旗舰店 内部 / ©️Dayuan Design
“南北货”这个词对于现在的年轻人来说可能已经有些陌生，它得名于农特产品的产地及运输方式。在古代，走商将南方的货物运往北方，再将北方的货物运往南方。久而久之，就成了一门生意，于是大大小小的南北货店便应运而生。于150多年前创立的三阳南货，是南京路上唯一一家既沿用老名号，又没有迁过址的百年老店。在苔菜月饼、金华火腿、马蹄糕等美味组成的香气交织里，勾连起的是属于海派文化的味觉记忆。
The term "South-North Goods" might sound unfamiliar to today's youth, but it originated from the origin and transportation of agricultural and specialty products. In ancient times, merchants transported goods from the south to the north and vice versa. Over time, this became a thriving business, giving rise to numerous South-North Goods stores. Sanyang southern goods store, founded over 150 years ago, stands as the only century-old store on Nanjing Road that has maintained its original name and location. Amidst the aroma of delicacies like preserved Nori mooncakes, Jinhua ham, and Mati cake, it intertwines with the taste memories of Shanghai's local culture.
上世纪位于南京东路的三阳南货 / ©️图片来源于网络
现今三阳南货旗舰店 门店招牌 / ©️Dayuan Design
在去年，由大宛参与设计的三阳南货旗舰店更新项目焕新回归。近年来，我们一直致力于探索如何通过设计的手法更好地展现老字号特有的文化价值给大众，提升它们的品牌价值与商业价值。作为可持续商业设计的关键一环，老字号更新让我们得以透过设计的镜头捕捉岁月的沉淀，感知到生活中独有的烟火气。
In the last year, the flagship store of Sanyang southern goods store, redesigned by Dayuan Design, reopened. In recent years, We have been dedicated to exploring how design can better showcase the unique cultural values of time-honored brands, enhancing both their brand and commercial value. This rejuvenation, a key aspect of sustainable business design, allows us to capture the essence of time through the lens of design, experiencing the unique charm embedded in life.
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在这次的提升设计中， 大宛以轻快简洁的方式，将传统元素与品牌本身自然淳朴的氛围相融合。通过空间色彩、标识引导以及天然材质体现新意，同时保留了南北货那份一直以来的热闹拥挤的生活气息。
In this upgrade design, Dayuan seamlessly blends traditional elements with the natural and rustic ambiance of Sanyang southern goods store in a light, simple way. Innovative expressions through color schemes, guiding signage, and natural materials ensure a fresh touch while preserving the lively and crowded atmosphere typical of South-North Goods.
三阳南货旗舰店 内部 / ©️Dayuan Design
走进三阳南货，第一印象就是“品类繁多”。各类美食杂货等构成了这个有滋有味的生活小天地，但与此同时也提出了一个挑战：如何通过合理有趣的区域划分，使顾客能够更快速便捷地区分商品类型。我们通过运用大幅的卷轴搭配书法标题来划分不同的区域，每个店面都悬挂着写有细分品类的小招牌，使顾客能够清晰地了解具体的售卖内容。这样的设计不仅解决了品类混杂的问题，更为整个空间注入了传统质朴的历史氛围。
Stepping into Sanyang southern goods store, the first impression is of a "wide variety of categories." A plethora of delicacies and groceries creates this flavorful small world, but it also presents a challenge: how to efficiently differentiate product types for customers. Large scrolls with calligraphy titles are used to divide different areas, with small signs hanging from each storefront specifying the specific merchandise sold. This design not only resolves the issue of mixed categories but also infuses the entire space with the historical atmosphere of tradition and simplicity.
三阳南货旗舰店 内部 / ©️Dayuan Design
三阳南货旗舰店 展陈细节/ ©️Dayuan Design
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在上个世纪二三十年代，三阳南货店就已经是南京路上的名店。而成就三阳南货店名气的，自然是“三阳”的货色。本着让顾客感受到吃得自然、回归本真的初心，过去的三阳南货店老板都是亲自去十六铺码头进货，货运回后又仔细分拣成几档，保证物有所值。过去在店里的伙计师傅们中一些眼尖的“老把式”，更是通识货品的产地、用途、食用。在现如今在南北货的柜台上，揭开透明盖子，依旧能看到新鲜圆润、质量上乘且产地一定选自福建的桂圆干。
In the 1920s and 1930s, Sanyang southern goods store was already a renowned store on Nanjing Road. What contributed to its fame was naturally the quality of the "Sanyang" goods. To let customers experience the natural and genuine essence of their products, the previous owners personally traveled to Sixteen Pu Wharf for procurement. After transporting the goods, they meticulously sorted them into different categories to ensure value for money. Some keen-eyed old masters among the shop assistants were well-versed in the origin, usage, and consumption of goods. Today, on the counters of South-North Goods, lifting the transparent lids reveals fresh, plump, and high-quality longans, sourced exclusively from Fujian.
三阳南货 南北货柜台 / ©️ Dayuan Design
因此产品陈列自然成了这次更新中的重点，大宛采用模块化的方式解决了不同特色商品的陈列，确保了分散摊位的整体统一性。同时，为了彰显不同品类的特色，我们精心设计了各种展示方式，如透明的盒子用于展示五谷杂粮，方便展示丰富的颜色；而山货则以麻布袋子为媒介，体现了山野的自然感。绿色作为空间的主色调，勾勒一种纯粹而特有的感受，从而表达产品源头回归自然的初衷。
Product display became a focal point in this redesign. Dayuan adopted a modular approach to organize the display of different specialty items, ensuring overall coherence among dispersed stalls. Simultaneously, to accentuate the distinctive features of various categories, we meticulously designed various display methods. Transparent boxes were used to showcase grains and cereals, facilitating the display of a rich array of colors. For mountain goods, burlap sacks were utilized, emphasizing a natural mountainous feel. Green was chosen as the main color, outlining a pure and unique experience, expressing the original intent of products returning to nature.
南北货品类插画 / ©️圆周率品牌创新 PI
三阳南货 模块化柜台插画/ ©️Dayuan Design
作为被《舌尖上的中国》拍摄介绍过的三阳腌腊柜，以侯师傅为代表的“三阳”老法师们，仅使用一根竹签分别插入火腿的上、中、下三个部位，便能鉴别火腿的好坏；而宁式糕点的制作技艺则被列入了黄埔区的非物质遗产，前店后工场的制作方式，让自制的宁式糕点热腾腾地上柜，香气四溢。讲宁波口音上海话的老辈人个个晓得，要论宁式糕点，以及南北干果、腌腊制品，三阳的名气顶顶响，也难怪有人形容顾客“多得快扑出来”。
The Sanyang pickled meat cabinet, featured on "A Bite of China," represents the expertise of the old masters at Sanyang. Using just one bamboo stick, represented by Master Hou, inserted into the upper, middle, and lower parts of the ham, they can discern the quality of the ham. The crafting technique of Ningbo pastries has been included in the intangible cultural heritage of Huangpu District. The method of producing pastries from both the front store and the workshop allows the self-made Ningbo pastries to be displayed on the counter, emitting a fragrant aroma. Among Shanghai's old folks who speak the Ningbo dialect, everyone knows that when it comes to Ningbo pastries, as well as South-North dried fruits and preserved products, Sanyang is renowned.
三阳南货 糕点柜台 / ©️ Dayuan Design
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此次回访，也收获了一个令人欣喜的好消息。我们从品牌方口中得知更新后的三阳南货，特别是过去常被忽略的南北货柜台，销售额提升了七倍。真切的回报与变化让我们看到了为老字号注入活力的现实意义。这家承载了几代上海人集体回忆的“金字招牌”，在一百多年后的南京东路上，依旧焕发着它蓬勃且坚韧的生命力。
During this revisit, we received some delightful news. From the brand's perspective, we learned that the sales of the updated Sanyang southern goods store, especially the often-overlooked South-North Goods counter, increased sevenfold. The tangible returns and changes show us the practical significance of injecting vitality into time-honored brands. This "gold signboard" that carries the collective memories of several generations of Shanghai residents still radiates its vigorous and resilient vitality on Nanjing East Road over a hundred years later.
三阳南货旗舰店 南北货柜台 / ©️Dayuan Design
南北货柜台的散装木耳 / ©️Dayuan Design
此外，我们也能从中看到顾客对老字号品牌持久的喜爱与信赖。这种信赖不仅仅是一种消费行为，它超越了商品的简单交易，将味觉、记忆与品牌融合成了一体，是一种深沉情感的凝结，也是对人间烟火气的悠久延续。
Furthermore, we can see the lasting love and trust customers have for time-honored brands. This trust is more than a consumer behavior; it transcends the simple transaction of goods, integrating taste, memory, and brand into one. It's a profound condensation of emotional connection and a continuation of the atmosphere of humanity.
清晨阳光下的三阳南货 / ©️Dayuan Design
穿梭于琳琅满目的柜台，这是否会让你想起关于三阳南货的记忆？是否看到了自己小时候，躲在父母的背后，眼巴巴地望着五花八门的商品，默默寻觅着自己最心仪的小零食。停留在百年后的老店里，与充满热情的售卖员聊着新鲜出炉的美味，仿佛能够感受到上个世纪那些喧嚣而充满烟火气息的叫卖声，那是来自历史的呼唤，也是对传承的满足。愿岁岁年年，共欢同乐，嘉庆与时新。
As you stroll through the diverse counters, does it bring back memories of Sanyang South Grocery? Do you recall your childhood, hiding behind your parents, eagerly looking at a variety of goods, silently searching for your favorite snacks? Remaining in the century-old store, chatting with enthusiastic salesmen about the freshly baked delicacies, it seems to allow you to feel the clamor of selling in the past century. It's a call from history and a satisfaction in heritage. May joy and celebration accompany us year after year, as we commemorate the auspicious moments.
项目名称 / Project Info : 上海三阳南货店旗舰店
项目地点 / Location : 上海，中国 Shanghai，China
项目类型 / Category : 零售设计 Retail Design
空间设计/ Interior Design : 大宛设计 Dayuan Design
项目面积 / Area : 980㎡
摄影 / Photo : 大宛设计 Dayuan Design
品牌策划 /Brand Pianning ：圆周率品牌创新 PI
本页图片文字内容均为 DAYUAN 大宛设计原创，未经许可请勿转载。如需转载请标明出自 DAYUAN 大宛设计。
