不止,牛很鲜
火锅,从当初的“网红”到如今的“长红”,一路上各种各样的连锁品牌不断诞生。而牛很鲜发展至今,已经进入深耕品类的阶段,敢于打破常规探索新的品牌道路,才能在内卷的市场中拥有立足之地。
身处潮流风向多变的时代,不断的创新融合是品牌与时代并肩前行的保障,但如何在过程中平衡品牌调性并延续传统文化,更是一种具有挑战性的考验。设计师将岭南文化与当代美学结合,转译成当下餐饮空间体验的新趋势。
空间是品牌价值呈现的重要载体,从色彩到质地选择,不光具有新颖的构思,更侧重于思考传统文化如何当代演绎,结合时下消费主流,营造好的体验与视觉感官。
慢珊瑚设计与牛很鲜共同以诠释新体验为目标,将错乱时间轴为叙事链接,引入时空下的“超现在”设计语汇,以先锋视角和独特载体,构设传统与当代的意识对话,碰撞出无限张力。
Slow Coral Design and Niu VeryFresh share the goal of interpreting new experiences, use the chaotic timeline as a narrative link, introduce the "super-present" design vocabulary under time and space, and construct a dialogue between tradition and contemporary consciousness with avant-garde perspective and unique carrier. Collision creates infinite tension.
The chain restaurant space is a sequel, not a copy. Distinct space structure, into the cultural concept, reflects the expression of the brand in modern aesthetics, from the layout design to furniture details are linked to the essence of the brand.
The beef is very fresh. It is a traditional Chaoshan beef hot pot. The imprint of Chaoshan Beef hot pot gives the brand a label. In order to deduce the Lingnan style culture and meaning, the designers extensively collected the traditional architectural elements of Lingnan, extracted and softened the contemporary design, and created more visual impact for the whole space.
因此,在构思之初,设计师结合品牌升级的初衷,“落地生根”,完整继承岭南文化特色与符号体系,将岭南建筑的设计精髓展现无遗,有意突出气氛的营造来提升空间品质,一种当代而极具传统气韵的空间由此而生。
Therefore, at the beginning of conception, the designer combined with the original intention of brand upgrading, "landing roots", completely inheriting the characteristics and symbol system of Lingnan culture, showing the design essence of traditional Lingnan architecture, deliberately highlighting the creation of atmosphere to improve the quality of space, a contemporary and highly traditional space was born.
"Three hundred lychees a day, do not refuse to do Lingnan people", walk in the pen of Su Shi, Lingnan fresh and charming. On this ancient and new land, historical marks and cultural trends of thought collide and intermingle, looking back, remembering and forgetting, distance and migration, passion and silence. The famous "broken bridge" on the wall with a long history -- Guangji Bridge, tells the unique spirit of Lingnan.
Through contemporary interpretation, the Lingnan "flower window" element runs through it. The collision of colorful traditional culture and modern city, Lingnan style hidden in the meantime, is a new interpretation of traditional food.
镬耳形态,穿插于空间各处,从家具设计、到灯具形状,皆是设计师结合传统造型元素提炼而成。从精妙细节到整体布局,皆体现着独特的“无镬耳,不岭南”。
Traditional Lingnan architectural features are repeatedly emphasized in the space, and the traditional elements are deconstructed by using the original ecological regional features such as window grates and waken ears. Lingnan elements can be seen everywhere, which all convey the unique cultural heritage of the brand. Wandering among them, I can not help but float my thoughts. I have already got up to pursue the thick and ancient.
The Palace red collides with the metal material and gradual glass with a sense of the future, and the space is rendered and guided by a spiritual level, with both traditional softness and ultra-modern texture, forming a unique space language. The visual tension of the ceiling structure strengthens the sense of extension of the space, the gradually changing glass weakens the boundary, and the blend of warm and cold colors makes the space balance.
相较于传统连锁火锅餐饮的市井烟火,此次设计更像是一次“随风潜入夜”的文化渗透。在传承经典的饮食文化过程中,契合时代锚点,创造出符合品牌形象且实现品牌升级的专属空间,在当代潮流之中以解构手法与文化语境进行别样诠释。
Compared with the traditional chain hot pot catering fireworks, the design is more like a "wind into the night" cultural penetration. In the process of inheriting the classic food culture, it fits the anchor point of The Times, creates an exclusive space in line with the brand image and achieves brand upgrading, and interprets it in a different way with deconstruction and cultural context in the contemporary trend.
牛很鲜.潮汕牛肉火锅连锁店(杭州万象汇店)
项目地点:浙江杭州
项目类型:商业连锁餐饮
建筑面积:217㎡
设计全案:慢珊瑚设计
完工时间:2023.04
项目摄影:麻壹高
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