Founded in Shanghai in 2012, "Niu New" Sukiyaki is a leading chain brand in the domestic sukiyaki sector, ranking first with an 18.2% market share. Operating exclusively through a direct-management model with over 90 stores nationwide, the brand has deeply cultivated the Yangtze River Delta region while accelerating its national expansion. Known as a "queue magnet" in major shopping malls and core commercial districts, it specializes in high-value, all-you-can-eat sukiyaki. It precisely meets the needs of young consumers for quality dining and social media-worthy experiences, generating significant buzz and attracting high foot traffic.

Lanyi developed a customized, full-scenario creative display solution for the brand's stores, covering everything from storefront signage and dining area ambiance to information displays. This solution aligns perfectly with the brand's youthful and trendy visual identity:

Curved Suspended LED Screen: A custom, staggered-splicing curved LED screen was installed above the dining area near the entrance. The combination of multiple screens creates a fluid, curved form that integrates seamlessly with the store's curved ceiling. Capable of dynamically displaying close-ups of ingredients, brand visuals, and atmospheric lighting effects, the immersive imagery enhances the dining atmosphere and sense of quality. It also serves as a highly recognizable visual landmark, catering to the desire of young customers to share their experiences on social media.

Letter-Shaped LED Signage: The storefront features a custom LED screen shaped like the letters "New." By combining the brand logo with LED display technology, the sign offers uniform illumination and strong visual impact, making it easily recognizable from a distance within the mall. This not only reinforces brand visibility but also creates a visual dialogue with the curved screen, collectively crafting a trendy and distinctive store image.

The comprehensive solution addresses three key needs: brand showcasing, atmosphere creation, and operational practicality. By upgrading the visual experience through digital displays, it helps the brand establish a differentiated store image while driving foot traffic and enhancing the customer experience at physical locations.