This project is a customized gas station design for Fuhai Group by Guangzhou Zhenxiong Decoration Engineering Company. Fuhai Group is one of the leading private oil companies in China’s Shandong Province. However, as the company’s consumer group changes over time to a younger generation, the old gas station design has become outdated and lost its competitiveness. The Group, meanwhile is undergoing a strategic transformation. Therefore, we reconsidered the company’s brand positioning and created a daring design for its brand and gas stations in the hope that the more distinguishable brand design would attract more younger customers.
After much research and thinking, the design team for the project decide to break away from the traditional impression of gas stations with simple color schemes, straight lines and little decoration. Instead, the team adopts a gradient color scheme and an unconventional architectural structure, a challenging task to present customers a brand new, youthful, and even subversive impression of the gas station.
So how does the team break the rules? It creates a structure featuring inclined columns and rounded corners, giving viewers a dynamic and refreshing feel at first glance. The gradient color scheme also adds extra dimension and style to the structure. The double-layer canopy, which is hollow (filled with ETFE membrane) and tilts upward, increases the illuminated area while conserving energy. The visually-pleasing structure looks delicate and light and is certainly the next trending spot for young people.
This design features lightness and fineness. With clean lines and multiple visual layers, it manages to break the conventional impression of gas stations that they are hefty and dull, and displays Fuhai’s brand philosophy of "breakthrough and dynamism".