360º Design

Shanghai Express

GASTRONOMIC STORE
Market study, Brand analysis, Marketing definition, redefinition of its values and communication axes, repositioning, Marketing, Branding design, Brand design, Brand Territory, Identity system, Packaging and Architecture of the commercial space for the entire Chain and its variants. Implemented and designing its initial 3 stores.

The first Argentine fast-food chain serving Chinese cuisine, “The Best Fast Food from Here to China”—a slogan that defined the DNA of an “ArgenChinese” concept.

Tomás Xu, a multifaceted entrepreneur, had a clear objective from the beginning: to strengthen and grow the brand’s online presence through a physical location, creating a feedback loop between the in-store experience and the new 360° design of the entire chain, including concept development, branding, architecture, and a strong digital presence.

The agency Zona IV was responsible for the challenge of bringing all these elements together under a solid project capable of meeting the expectations of both the client and investors for this new launch. Construction execution was carried out by the studio of Daniel Cohen.

This type of concept, where the physical environment generates content for the online world, reflects the idea that the future has already arrived. With a highly “Instagrammable” approach, the experience begins within the space itself and gains meaning in the social media world, where everything is experienced and measured differently from the physical environment.

The agency Zona IV was called for a new challenge, which consisted of a unique opportunity; to think the creative concept 360° from the foundations of the building, located on Oroño Boulevard, in one of the most emblematic corners of the city of Rosario.

The agency’s teams of creatives and architects were able to develop a design thought entirely from the branding, from the aesthetic, the functional, the constructive, its spatial scale and the urban environment.

“Today, it’s no longer enough to design a space that delivers the desired brand experience in a physical store. We also need to design and anticipate the impact it will have in this parallel world, which at times can feel even more important than the physical one. That’s where branding and architecture must be conceived as a unified whole, creating a strong impact in the virtual world while ensuring the real-world experience not only meets expectations but enriches and completes the brand journey,” explains Gonzalo Carbonell.

For this project, architectural design incorporated iconic elements from the restaurant’s culinary offering as scenographic features. Takeout boxes, woks, and chopsticks were all enlarged in scale to create memorable, Instagram-worthy experiences.

The layout was developed within a relatively compact space inside a market environment, featuring a service counter and an open kitchen. “We designed a space that highlights the cooking stations, creating a break in the counter where a giant Chinese noodle box brings visitors closer to the heart of Tomás Xu’s kitchen. Above, a ceiling installation of woks extends from the cooking area, framing and containing the concept,” explained Leticia Perin.

For the new identity system, a Brand Expression Territory was defined to position the concept as Argentina’s first Chinese fast-food chain. The color palette is dominated by red and yellow—the brand’s signature colors—while turquoise serves as an accent color that reinforces a youthful and relaxed atmosphere.

The dragon, one of the strongest symbols in Chinese tradition, became the central icon of the new identity. It was reinterpreted in a contemporary way to strengthen the architectural concept. The identity was further enriched with traditional graphics generated through AI, classic Chinese lanterns, and a custom pattern designed by Zona IV. This pattern was applied across graphic design, CNC-routed wood surfaces, and furniture design, adding layers of tradition, history, and culture.

For this new launch of Shanghai Express, a comprehensive 360° design system was created, blending modernity and tradition to support this innovative culinary concept defined as “ArgenChinese.”