New generation of entertainment. Music Party KTV by JUMGO Creative
25/08/2022.
[Chengdu] China
metalocus, ANNA CLARA BARROS
metalocus, ANNA CLARA BARROS
The design and branding consultancy JUMGO Creative designed a new karaoke in the city of Chengdu, China. Through a futuristic and vibrant proposal, the new headquarters of Music Party KTV explores the concept of the "new generation of entertainment" that is driven by an individualistic mentality and choices.
Illuminated with bold colours, LED lighting and contemporary graphics, the proposition blends Eastern and Western design elements and reflects Music Party's brand proposition “It's time to party”.
Illuminated with bold colours, LED lighting and contemporary graphics, the proposition blends Eastern and Western design elements and reflects Music Party's brand proposition “It's time to party”.
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
Music Party KTV by JUMGO Creative. Photograph by He Chuan
The JUMGO Creative proposal is inspired by the rebelliousness and personality of each generation and how they trust their own culture. The combination of design and technology creates a dynamic feel and maximizes integration with the entertainment mood.
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.
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].
More information
Architects
JUMGO Creative.- Architect.- He Liang.
Project team
Space Design.- Holy He, Lemonda Luo, Yu Li, KiKi Yang. Brand Design.- Ciyoung Chen, Symue Shu, Jekker Zhang. Furnishings Design.- Andy Xing.
Area
1,017 sqm.
Dates
Design Time.- 07.2021. Completion Time.- 01.2022.
Location
Chengdu, China.
Photography
Space Photographer.- He Chuan. Character Photographer.- Toy Wang.
He Liang. JUMGO Creative
JUMGO Creative. Creative studio led by He Liang. Since the establishment of the team, JUMGO has taken "commercial value + visual communication" as the core design concept, and created a comprehensive service concept of business strategy as the first, brand construction as the core, and visual space as the expression.
As a pioneering team of brand space full services in China, in terms of understanding of business, we understand the operation and management from the perspective of users, only to bring the strongest empowerment to the brand.
As a pioneering team of brand space full services in China, in terms of understanding of business, we understand the operation and management from the perspective of users, only to bring the strongest empowerment to the brand.
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