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Cepsa是西班牙的四大工业集团之一，其历史超过80年，在全球能源市场中扮演着举足轻重的角色。他们旗下的加油站乃是社区大众直接接触的产品，所以极为重要。为此Cepsa邀请Saffron品牌顾问为他们的加油站策划包装，旨在提高用户体验，采用新技术降低成本，创建出具有视觉冲击力的品牌形象。

Cepsa is Spain’s fourth largest industrial group operating for over 80 years. In recent year it has become a major player in the global energy market. Yet it is their petrol stations that are the crucial touch-point that connects the brand with society.
During the brand strategy process Saffron identified the highly technical and service orientated aspects of Cepsa as being the essence of its brand, so we encapsulated them in the brand idea “Adaptable Engineering”.

The conundrum then was how to communicate this, creating a new and relevant service station concept seemed essential to:
– Improve the experience to be really service oriented
– Reduce the cost of maintenance through using the latest technology
– Create visual impact, represent Cepsa in a new and meaningful way

Saffron品牌顾问和建筑事务所Malka+Portús arquitectos联手打造了这个耀眼的新加油站。加油站材料采用了高科材料ETFE，这种材料具有自洁性，重量轻，以及可回收等特点。建筑采用模块化制作再组装的方式搭建。此外ETFE材料的高透明度能够减少人工照明成本，加油站开放的造型宛如一盏明灯。到了晚上，红色的灯光燃起，加油站耀眼如红宝石，吸引着客人。

Saffron, together with partners Tangerine and Malka & Portús went through rethinking every brand touch point that customers interact with within the station: canopy, shop, pumps, lighting and signage.

The forecourt canopy was transformed using a high tech ETFE material that is self-cleaning, lightweight and recyclable. Its structure is assembled in a modular fashion to be adapted to varied station formats. ETFE’s 100% transparency delivers a reduction in the use of artificial lighting thereby reducing station costs. The innovative plastic cushions also transform the forecourt into a light and airy place.

At night, flooded with a red glow, ETFE cushions turn the canopy into the jewel of the concept. The bright red cladding of the C-store building also reinforces the beacon effect of the station, gently drawing travellers in.

策划师还从加油的体验出发，建立采用泵分离显示器，让操作更为直观和顺手。

With tangerine we carefully considered the refuelling experience and thus proposed separating the display from the pump to allow a more intuitive and natural operation.

Lighting parasols are placed above the refuelling islands to provide light at exactly the point where it is needed, thus giving a more localised experience for the person at the pump and reducing wasted energy.

Cepsa公司设计的加油站导视系统具有强大的视觉力量。这个作品是品牌，建筑，产品以及服务的协作精品。

The signage system, inspired by Cepsa’s logo shapes and angles, complements the powerful visual language of this state-of-the-art service station. This reflects a powerful collaboration from brand, architecture, product and service design.

Area: C-store 81 sqm, canopy 320 sqm.
Location: Adanero, Ávila, Spain
Year of project: 2014-15

Team
Creative Direction: Saffron Brand Consultants
Architects: Malka+Portús arquitectos
User experience & Industrial design advisory services: Tangerine
Lighting design: Aureolighting
Steel contractor: ANRO
ETFE contractor: IASO
Lighting: Philips & SAKMA
Photography: Montse Zamorano

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Montse Zamorano

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