全家便利商店近期為慶祝「222 貓之日」推出了 5 大創意行銷活動，包含攜手公益團體「浪愛回家」，將店鋪自動門全都換上「貓咪海報」，幫可愛的浪貓找家；在臉書上幽默宣布 6 點「貓總裁就職宣言」；成立「不打烊寵物店」販售各項貓狗用品。藉由一系列貓咪廣告吸引觀眾眼球並建立品牌形象，一起來看有哪些有趣的內容吧！

貓之日由來： 2/22 是日本一年一度的「貓之日」，因為日文發音的 222 與貓咪的叫聲極為相似，日本寵物食品協會自 1987 年開始，便將這天訂為貓之日。

自動門換上貓咪海報

全家門上有貓？為響應 222 貓之日，全家攜手公益行動「浪愛回家」設計了 4 款浪貓海報，讓貓咪隨著自動門開關而移動，搭配貓咪簡介和 QR code，可導連至認養頁面，帶來更詳細的貓咪年齡、個性與背景故事介紹，進一步幫他們找到溫暖的家。

除了全台全家門市自動門皆會貼上浪貓海報，全家康陽店更換上「超巨大橘喵」，不僅視覺效果十足，也讓更多等待領養的浪貓能被看見。

不賣熱狗賣「熱貓」？

除了在自動門貼上浪貓海報，全家更在社群上幽默發表 6 點「貓總裁就職宣言」，包含：將熱狗全數下架，換成造型謎樣的「熱貓」；零食區改放罐罐和飼料；座位區配置「紙箱」，方便貓咪入座；甚至店員的招呼聲還要以「喵」代替歡迎光臨等，以讓人會心一笑的方式吸引民眾目光，成功在網路上掀起討論。

寵物霜淇淋頭套

同時，全家更將人氣商品「霜淇淋」製作成寵物頭套，並推出集章活動，民眾只要購買指定寵物商品單筆達百元即可獲得一章，集滿 8 章就兌換霜淇淋頭套乙個（每人限換 3 個），實體店和線上商城另有多項寵物用品折扣優惠，活動即日起開跑至 3/18。

全年不打烊寵物店

瞄準寵物陪伴商機，全家發揮 24 小時營業、店點密集等優勢，結合線上與線下銷售渠道，在全台 4,300+ 實體店與電商「全家行動購」，導入小規格貓狗罐頭、肉泥與零食等多元品項；更積極針對住宅區及公園周邊店舖引進「FamiPets 寵物專區」，擴增商品數至近 120 項，涵蓋貓狗飼料、罐頭與功能性零食等，亦販售貓砂、貓抓板、寵物玩具等用品，打造全年不打烊寵物店。

民眾只要於 2/19–3/18 期間購買寵物商品任一件，即可獲得一積分，全會員累計達 30 萬積分，全家更將捐贈總價值超過 20 萬元貓咪糧食予「社團法人好好善待動物協會」。

記憶吐司、肉球奶油包

把「貓之日」梗玩得徹底的全家，也趁勢推出了期間限定的「哆啦 A 夢記憶深刻奶油土司」，限定甜點「喵咪肉球奶油包」、「貓貓尾巴捲蛋糕」等美食，療癒貓奴們的味蕾和心靈。

全家這一系列「貓之日」行銷活動，串聯實體店鋪和電商平台，推出限定商品和活動集章，以多方佈局和不同的情感切角，讓人們看見品牌幽默、有趣、溫暖、便利等正面形象。不僅讓消費者在不經意間建立起對品牌的好感，更能有效提升關注度，進一步使品牌在競爭激烈的超商市場中脫穎而出。

Click here to read English version.

全球有許多享譽國際的設計獎項，例如普立茲克建築獎 (Pritzker Architecture Prize)、英國皇家建築師學會獎 (RIBA Awards)、美國建築師學會金獎 (AIA Awards) 、德國紅點設計獎 (Red dot design award) 以及德國 iF 設計獎 (iF Design Award) 等等，每個獎項都有其獨特的評選標準與價值觀，推動不同層面的設計發展。

身為國際設計獎項的評審之一，我曾擔任 iF Design Award 和 FRAME Award 的評審委員，而這次，我也有幸參與 2024 世界建築節 (World Architecture Festival，簡稱 WAF) 與世界室內設計節 (Inside World Festival of Interiors，簡稱 INSIDE) “Small Project of the Year” 的評選過程，我希望透過這篇文章，帶你一探 WAF 評選背後的幕後故事。

𝟭｜評審過程從不只是美麗的照片

2024 年 WAF 吸引來自全球 71 個國家的 350 間事務所，其中包括札哈·哈蒂 (Zaha Hadid)、諾曼·福斯特 (Norman Foster)、BIG (Bjarke Ingels Group) 等知名事務所，共計 800 件作品參賽。評選過程首先仔細篩選，縮減至 480 個入圍專案。在 WAF，獲獎從來不只是因為一張漂亮的照片。評選過程更像是一場馬拉松，一場為期三天的現場競賽，每個入圍團隊都必須親自到現場向評審和聽眾簡報，每組有十分鐘介紹專案，接著是十分鐘與評審的熱烈問答環節。沒有預錄的宣傳影片，只有建築師在現場捍衛自己的理念。

而最關鍵的是——贏得類別獎項並不是終點。各項類別得獎者會進一步競逐「年度大獎 (Project of the Year)」，與全球頂尖作品同台較勁。這意味著，Small Project 不僅能與國際知名專案一較高下，更突顯設計競賽的公平性。在這個舞台上，影響力不取決於專案預算的多寡，而是來自設計的深度與理念的強度。無論是大型開發案還是小型空間，每個專案都被賦予同等機會，只要能夠展現創意與影響力，都有可能脫穎而出。

這次我有幸與兩位業界領袖們並肩評選：

・AJC Architects 的執行長兼設計總監 Michael Heenan，以大膽且永續的澳洲建築聞名
・Dubbeldam Architecture + Design 的負責人的 Heather Dubbeldam，是加拿大永續建築與空間敘事的佼佼者

我們並非總是意見一致。有評審著重於技術精準度，有評審關注於永續性，而我，作為來自亞洲的評審，更能理解亞洲地區在建築設計上的挑戰與機會。因此，在評選過程中，我也特別關注如何在全球視角下，確保亞洲的建築語境與文化脈絡能夠被完整呈現，不至於讓評選過於偏向西方視角。這些觀點的碰撞，正是 WAF 評選的強大之處—— 它不只是個人觀點，而是一場推動建築向前發展的嚴謹討論。

𝟮｜為什麼 Small Project 反而更厲害？

「Small Project of the Year」是個有趣的類別。大型建築或許能用規模取勝，但微型專案的競爭力來自於對智慧與巧思的極致發揮。當預算、空間或材料受限，反而激發出純粹的設計思維，證明偉大的建築不在於規模的大小，而在於創意的深度與所能產生的影響力。

此外，Small Project 提供一個更具包容性的競賽環境，讓來自新興國家的建築師，以及規模較精簡的建築事務所，也能在國際舞台上展現實力。特別是在亞洲，許多建築師較難以接觸大規模專案或擁有龐大的客戶資源，但透過這樣的平台，他們的創意仍然能夠被世界看見，與全球頂尖設計人才同場較勁。這正是這類獎項的價值所在——它提供一個公平競爭的機會，讓更多獨特且具影響力的設計理念得以被發掘與欣賞，甚至改變我們對未來空間的想像。

今年的入圍作品令人驚艷：

・新加坡 Formwerkz Architects 的「寧靜寵物火化場 (Sanctuary Pet Crematorium)」，一個充滿撫慰人心力量的空間，重新定義我們如何與摯愛寵物道別。

・賽普勒斯共和國 Kyriakos Tsolakis Architects 的「國家星象觀測站 (National Star Observatory)」，把觀星的浪漫與景觀完美融合的功能性觀景台。

・中國 LIN Architecture 的「混凝土亭 – 泵站 (Concrete Pavilion-Pumping Station)」，抽水站也能變身為公共建築雕塑。

・日本手塚建築研究所 (Tezuka Architects) 的「Fushi 日式旅館」，室內外空間自然融合，兼顧簡約與優雅。

最讓我印象深刻的是，每個專案都講述一個強而有力的故事。有些挑戰空間的既定類型，重新詮釋其可能性；有些則在永續性上下足功夫，善用再生材料與智慧型被動式設計。每個細節都精準到位，因為在小型專案中，細節決定成敗。

𝟯｜得獎真的重要嗎？

這是一個設計圈永遠都會討論的問題：得到獎項真的那麼重要嗎？

有人認為好的設計不需要外界認可，它自然會發光發熱。也有人相信，獎項能為設計師帶來可信度、知名度和機會，尤其對新興的事務所至關重要。

對我而言，獎項的真正價值不在於捧回獎盃，而在於參與其中的整個過程。提交作品時，建築師必須反思自己的創作，重新釐清設計理念，思考為什麼這個專案值得被看見，並將其置於全球脈絡中進行對話。而在評審面前簡報，更是一場捍衛設計初衷、磨練敘事能力的絕佳機會。

以今年的得獎者日本手塚建築研究所（Tezuka Architects）為例，他們已在業界深耕數十年，並不需要再靠獎項證明自己。但他們依然選擇參賽，持續挑戰自我。對我來說，這才是最重要的——不要自滿，不要停下前進的腳步。

最後感想：持續突破極限

擔任 WAF/INSIDE 評審，讓我想起比建築更重要的事情：成功不是抵達終點，而是不斷追求更高的目標。無論你是建築師、設計師，或是從事完全不同的領域，這個道理都適用：

・挑戰鞭策自我，時時追問「還能不能更好？」
・即使不被要求，也要勇於迎戰，成長往往藏在過程之中
・永不停止精進自己的技藝，設計的本質就是持續進化

因為到最後，我總是說：「 敢於夢想不可能，方能創造無限可能。 」

2024 年 WAF 吸引來自全球 71 個國家的 350 間事務所，共計 800 件作品參賽。由 140 位評審組成的專業評審團，從 480 個入圍專案中，精選出 44 項 WAF/INSIDE 類別得獎者及年度大獎得主。資料來源：WAF

What’s Behind a Design Award? Inside the Jury Room at WAF 2024

Design awards always have a bit of mystery around them—who really decides the winners? What happens behind the scenes? And does winning even matter?

There are numerous internationally renowned design awards worldwide, such as the Pritzker Architecture Prize, the RIBA Awards, the AIA Gold Medal, the Red Dot Design Award from Germany, and the iF Design Award from Germany. Each of these awards has its own unique evaluation criteria and values, driving the evolution of design across different dimensions.

As one of the judges for international design awards, I have served on the jury for the iF Design Award and the FRAME Award. This time, I am also honored to take part as a jury member for the Small Project of the Year at the World Architecture Festival (WAF) 2024, I got an inside look at the process, the debates, and the drama that unfolds.

There are three big takeaways from my experience:

𝟭｜The Jury Process: More Than Just Pretty Pictures

The 2024 WAF attracted 350 firms including big names like Zaha Hadid, Norman Foster, BIG, and alike from 71 countries worldwide, with a total of 800 submissions. The selection process began with a thorough screening, narrowing the entries down to 480 shortlisted projects*. At WAF, winning isn’t just about having the most stunning project photos. The judging process is a three-day live competition, where architecture is put to the test. Each shortlisted team is flown in to present their project in person. Every team gets 10 minutes to present, followed by 10 minutes of intense Q&A. No pre-recorded sales pitches—just architects defending their ideas in real-time.

And here’s the kicker—winning your category isn’t the final stop. If you take home a category win, you’re entered into the Project of the Year competition, where the best of the best battle it out. This means a small project can go head-to-head with major global icons, proving that impact matters more than scale. This means that smaller projects can stand shoulder to shoulder with globally renowned names, highlighting the fairness of the design competition. Whether it’s a large-scale development or a micro-space, every project is given the same opportunity— influence is not determined by budget size but by the depth of creativity and the power of its impact.

The jury? This year, I had the honor of sitting alongside industry leaders:

・Michael Heenan, CEO and Design Lead at AJC Architects, known for bold, sustainable Australian architecture.
・Heather Dubbeldam, Principal of Dubbeldam Architecture + Design, a Canadian powerhouse blending sustainability and spatial storytelling.

We didn’t always agree. Some jurors focused on technical precision, others on sustainability, as a judge from Asia, I understand the challenges and opportunities in architectural design across the region. Therefore, during the evaluation process, I pay special attention to ensuring that Asia’s architectural context and cultural narratives are fairly represented from a global perspective, preventing the selection from being overly skewed toward a Western viewpoint. It was a battle of minds, but that’s what makes the WAF selection so powerful— it’s not just one person’s opinion, but a rigorous discussion that pushes architecture forward.

𝟮｜Why Small is Great

There’s something special about the Small Project of the Year category. Big buildings can impress with scale, but small projects must impress with intelligence. With limited budgets, space, or materials, these projects prove that great architecture isn’t about size—it’s about creativity and impact.

Moreover, small-scale projects create a more inclusive competitive environment, allowing architects from smaller countries and smaller architectural firms to showcase their talents on the international stage. This is especially significant in Asia, where many architects have limited access to large-scale projects or extensive client resources. Through such platforms, their creativity can still be recognized globally, enabling them to compete alongside top design talents from around the world. This is precisely the value of these awards—they provide a fair opportunity for competition, allowing more unique and influential design concepts to be discovered and appreciated, even shaping the way we envision future spaces.

This year’s shortlist was a showcase of innovation:

・Sanctuary Pet Crematorium by Formwerkz Architects (Singapore) – A deeply moving, tranquil space that transforms how we say goodbye to pets.

・National Star Observatory by Kyriakos Tsolakis Architects (Cyprus) – A functional observatory that blends seamlessly into the landscape.

・Concrete Pavilion-Pumping Station by LIN Architecture (China) – A pumping station turned architectural sculpture.

・Fushi by Tezuka Architects (Japan) – A perfect fusion of interior and exterior, balancing simplicity with elegance.

What struck me the most was how each project told a powerful story. Some challenged typologies, redefining what certain spaces could be. Others tackled sustainability, using reclaimed materials and smart passive design. Every project was precise—because in small projects, every single detail counts.

𝟯｜Do Awards Even Matter?

Here’s the big debate—is winning a design award actually important?

Some argue that good design should stand on its own, without the need for external validation. Others believe that awards give architects credibility, visibility, and opportunities, especially for emerging firms.

For me, the value of an award isn’t just in holding a trophy—it’s in the process. Submitting a project forces architects to reflect on their work, articulate their ideas, and engage in a global conversation. Presenting in front of a jury means having to defend your decisions and refine your storytelling.

Take Tezuka Architects, this year’s winner of Small Project of the Year. They’ve been in the industry for decades. They don’t need awards. Yet they still compete. They still put themselves out there, and still challenge themselves. That, to me, is what matters—never settling, never stopping.

Final Thoughts: Keep Pushing Boundaries

Being on the WAF jury this year reminded me of something bigger than architecture:

Success isn’t about reaching a finish line—it’s about always striving for more.

Whether you’re an architect, designer, or in a completely different field, the lesson is the same:

・Push yourself.
・Compete, even when you don’t have to.
・Never stop refining your craft.

Because in the end, I often say: “ Those who dare to dream the impossible are the ones who shape the future. ”

The 2024 World Architecture Festival (WAF) attracted 350 firms from 71 countries worldwide, totalling 800 project entries. A professional jury of 140 judges carefully selected 44 WAF/INSIDE category winners and the overall grand prize winners from a shortlist of 480 projects. Source:WAF