The Taiwan-based Lion Travel, founded in 1985 has now become a local conglomerate of a leading brand in the travel industry with tentacles throughout the world in exerting its fervid promotional capacity in the travel industry. Furthermore, Lion Travel starts to introduce industry-leading information and knowledge management system as it extends a life-service model beyond the travel-related services. As impacted by the worldwide Coronavirus pandemic, Lion Travel shift its strategy from the external commercial output to the internal content upgrade in strengthening creativity. Nowadays, digital technology has brought changes to every aspect of people’s lives. It is a huge leap that commercial behaviors have evolved from the past store-front channel to an intensified concept-experience driven service. The site of this project is a brand flagship store situated in the premium retail precinct of Chunghsiao East Road with two levels above and below ground. The design team went through all aspects of systematic think-through of design in the overall building design, exterior elevation, interior layout, and brand positioning, which contributed instrumentally to re-structure the contemporary brand positioning of Lion Travel through the new spatial narratives and experiences.
Extended Experiences – Type-T Design for A Travel Business Brand
In recent years, Lion Travel has not only managed its existing travel service businesses but also entered into other businesses in travel-related culture and living domains, which has been reflected in the spatial design approach for the flagship store. The design team has redefined the usage models of various interior spaces to shape the interior to engage and echo with the Type-T corporate development. Each level of the flagship store is given an individual narrative. The B2 level offers an immersive simulation experience. The B1 level, “Travel Reception Area,” is the exclusive area for VIP customers. And, the ground level, “Travel Pit-Stop”, provides the space for retail and consulting services. The second-floor, “Travel Salon” caters for hosting high-quality cultural and lifestyle seminars, orientations, and workshops. Apart from the spatial construct of multiple narratives, the flagship store is also imbued with two new F&B functions such as goonaEAT and gonnaREAD. For food service part, our team cleverly extend and re-interpret spirits of restaurant through our design at the back-end section on the ground level. The parking spaces are created as F&B servicing area served by food trucks in the future. On the other hand, the reading program is designated on the ground floor and basement level corners offering experiences of quality travel life in the conceptual scenario of a traveling reading room, as it fulfills the needs of the contemporary travelers by the infusion of functional heterogeneity to intensify their traveling experiences.
Design Integration – The Futuristic Experiences culminated by the Flow of Information and flight terminology
The overall design creatively anchors on the concept of “Information Flow.” The exterior elevation, corridor and interior ceiling are all covered with white-color metal grilles in the array of vertical lines extending from exterior elevations to the semi-outdoor corridor area, before extending into the interior to form a continuous surface with a unique sense of dynamic speed. While the display window elevation on the ground floor features installation-art-like chronology devices simultaneously indicating the times of cities across the globe. The interior features white-color with its base tone complemented by traversing timber elements inundated with a sense of warmth in a futuristic and simple living to create a comfortable setting for users to discuss, consult, and host workshops through flexible spatial usage setting. Furthermore, the continuous arch-shaped forms and the detailed design articulate a series of flight-related terminology with the needs for experiential perception in imbuing AR, VR, and MR multimedia interactive devices to simulate traveling journeys through the mosaic of digital materials accentuating a diverse traveling experience.