Located in the Wangfujing Gongmei Building, the flagship store of Beijing 2022 official licensed goods, sales are even more popular near the Spring Festival
The store's products are full of Winter Olympic elements and have become a signboard that attracts customers
Beijing Winter Olympic Emblem Treasure series products integrate intangible cultural heritage skills to meet the multiple needs from commemoration to collection Iceberg shaped blue and white background wall, winter sports sculpture, ice piers of different sizes and materials and snow melting mascots, a variety of Winter Olympic theme badges, as well as necklaces, water glasses, stamps... Walking into the Winter Olympic Licensed Commodity Flagship Store located on the first floor of Wangfujing Gongmei Building, it is like being in the Winter Olympic venue, from the scene layout to the details of carving, from the precious metal emblem treasure using intangible cultural heritage skills, to the theme badge integrated into the ice and snow culture of Beijing, the Spring Festival of the Year of the Tiger is close to the New Year, and you can also watch the live broadcast of the game during the Winter Olympic Games, equipped with the Winter Olympic Express, the new way of play launched by this long-established shopping mall makes this one of the hottest shopping punching places in Beijing.
The Elements of the Winter Olympics meet the flavor of the Year
Create an immersive shopping scene
The exterior wall of Wangfujing Gongmei Building, with its huge white characters on a blue background, shows the special identity of the flagship store of Beijing 2022 official licensed goods. Covering an area of more than 800 square meters, the first-floor store is full of Winter Olympic elements as far as the eye can see. Precious jade carvings, cute handmade, delicate badges, practical water glasses... Almost all categories of Winter Olympic licensed goods are operated here. With the blue and white colors that symbolize the Winter Olympics, the store adds red elements such as couplets and lanterns to perfectly blend the traditions of the Winter Olympics and the traditions of the New Year goods on the eve of the Chinese New Year, especially after the launch of the New Year Festival on January 12.
In the core area of the store, a large screen playing a winter Olympic-themed video is very eye-catching, and on both sides is a white winter Olympic image wall, inspired by the design of "Thousand Miles of Ice", and the shape of the mountains is like an iceberg. More than 20 new product launch events have been held here, and during the Winter Olympic Games, the events will be broadcast live. Counters, walls, banners, turning your head in any direction, will have the words "Beijing2022" in sight, and the salesman's clothing is also printed with the Winter Olympic logo. A variety of Winter Olympic-themed sculptures stand, the protagonist is either flying on a sleigh or dancing on the ice, and the streamlined shape exudes the beauty of movement.
Niu Chao, general manager of the Beijing 2022 official licensed commodity flagship store, introduced that the overall design aims to create an immersive shopping experience scene for customers, feel the atmosphere of the Winter Olympics, as if they are in the world of ice and snow, and will also enhance consumer enthusiasm.
The Winter Olympics-themed badge became a hit
Customers can make their own or exchange
All kinds of badges carrying more cultural attributes are the explosive goods in the store, and the "Ice Time in Old Beijing" series of badges is particularly eye-catching: Changhe Ice Bed, Unnamed Silver Light, Tsinghua Ball Game, Ice Bed Drinking, Houhai Ice Fun, Shicha Juju, Yuhe Ice Opera, Beihai Costume, Veteran Showmanship, Tailiu Ice Play, South China Sea Martial Arts, Ice Pre-Ice Stealing, Group Ice Skating, Chenghe Shuttle, Canal Ice Racing. Each badge the size of the keychain has the Emblem of the Winter Olympics, and the figure is very tense, as if you can hear the sound of playing from the scene. The 15 badges tell 15 stories of old Beijing's participation in ice sports since the Ming Dynasty, such as "Shicha Juju", which shows the once popular stone ball game in old Beijing; "Beihai Dress" mainly shows the scene of the "masquerade skating conference" held after Beijing Beihai Park was opened to the public in 1925, excavating and showing the ice and snow culture of Beijing. In addition, there are a series of badges such as the central axis, the qipao, and the hutong, which cleverly integrate the theme of the Winter Olympics with the culture of the ancient capital.
In addition to the finished badge, customers can also DIY. There is a personalized badge making machine on the spot, and a simple operation can laser a personal image onto the Winter Olympics theme badge, a 48 yuan, on January 1, customers lined up here.
"Can I still buy a badge for the 100-day countdown to the Winter Olympics?" Many Winter Olympic "iron fans" come here to "check the defects and fill in the gaps", for this reason, the store has set up a badge exchange center, in addition to shopping, customers can also feel the fun of social interaction.
Ancient techniques make the treasure of the town store
Intangible cultural heritage elements add cultural charm
In the glass window of the store, the handicrafts such as the Beijing Winter Olympic Emblem Treasure Series Products, the Winter Olympic Official Hat Tea Cup, and the Ice and Snow Jade Ruyi make people shine and exude the temperament of the treasure of the town store. These treasures, from the selection of materials to the production, are integrated into the intangible cultural heritage skills, and are personally handled by the masters of arts and crafts.
Taking the collector's edition of the jade emblem treasure as an example, the fist-sized jade emblem treasure is rounded in color and soft in appearance. Jade carving is a Beijing municipal cultural intangible cultural heritage, jade emblem treasure by the original team of Beijing Olympic emblem treasure, made by the master of art and crafts, with a carving drill bit that is almost the same size as the embroidery needle, carved a little bit, about 15 kilograms of raw materials to produce a qualified collector's version of the emblem. In addition, the ancient legal gold used in the collector's edition of the gold emblem treasure is also an intangible cultural heritage skill. The exquisite bronze emblem treasure has a gold-plated surface and is one of the explosive products in the licensed goods of the Winter Olympics. 10 different materials of the Beijing Winter Olympic Emblem Treasure series products, to meet the winter Olympic enthusiasts from commemoration to collection of multiple needs. Niu Chao introduced that intangible cultural heritage commodities are characteristics and indispensable, and are the artistic collision of craftsmanship and Olympic spirit, which perfectly integrates the elements of the Winter Olympics and traditional culture.
Immersive experience, Winter Olympic theme, old Beijing culture, intangible cultural heritage... A variety of new gameplay blessings, so that the flagship store door is hot. "Many goods need to be replenished at noon, and the warehouses are almost vacated in order to ensure daily sales," Niu Chao introduced, "recently every day is a sales of five or six hundred thousand yuan." ”
Text/Reporter Li Zewei