‘记忆体验’
Memory Experience

据《2021中国茶饮市场报告》报告(里斯战略定位咨询发布)的数据显示,中国新式茶饮的规模达4000亿人民币。在这一品类赛道上,各品牌竞争格局的受关注承度堪比奥运,头部品牌走向上市一骑绝尘,新兴品牌的顺势崛起亦不容小觑。

According to data from the “2021 China Tea Drinks Market Report” report (Rees Strategic Positioning Consulting Release), the market size of China’s new tea drinks reaches 400 billion RMB. On the track of this beverage category, the attention and commitment of the competitive landscape of various brands can be compared to the Olympic Games. One of the top brands is also a great success after going public, and the rise of many emerging brands should not be underestimated.

▼项目视频,video © 肖恩

在“注意力经济”时代,任何品牌想要快速出道,必重视形象的可视化,无论是店面形象,亦或是商品本身、包装物料和宣传品。野萃山作为迅速崛起的新兴茶饮品牌,以“分子果汁”的全新概念在新式茶饮赛道上撕开一条新路径的同时,尤为重视用创意设计建立起与Z世代的联结,在不同店面注入独特新鲜的创意理念,传递品牌内核,增强品牌粘度。2021年3月至6月,HOPE尚希设计先后完成了野萃山在深圳的三间店面设计。

▼店铺外观,Store exterior view © 肖恩

In today’s “attention economy” era, any brand that wants to make a quick debut must attach importance to the visualization of its image. In other words, whether it is the store image, the product itself, or even the design of packaging materials and promotional materials, it must be comprehensive. As a rapidly emerging tea brand, “YECUISHAN” has used the new concept of “molecular juice” to break a new path on the track of new tea drinks. Therefore, we will attach great importance to the use of creative design to establish a connection with the “Generation Z”, hoping to inject unique and fresh creative ideas into each store to convey the core of the brand and enhance the viscosity between the brand and users. From March to June 2021, HOPE DESIGN completed the design and realization of the three stores of “YECUISHAN” in Shenzhen under such customer requirements.

▼走廊,corridor © 肖恩

“商业设计的第一特性是创造欲望。消费者要的不是创意而是信息,这个信息,是别人还没提供的信息。视觉传达的首要任务是信息传递,而空间的目的是能够提供记忆体验的‘场所’。”
——HOPE DESIGN尚希设计韩薛

“The first characteristic of commercial design is to create desire. What consumers want is not creativity but information. This information is information that has not been provided by others. The primary task of visual communication is information transmission, and the purpose of space is to provide a “place” for memory experience.”
—by Luke Han from HOPE DESIGN

▼用餐区概览,interior view © 肖恩

▼品牌墙,the brand wall © 肖恩

▼细节,detailed view © 肖恩

“每杯果汁都是艺术品”,这句slogan意味着野萃山想要传递给消费者的,不仅是健康、时尚,还希望与年轻人找到精神层面的共鸣。

“Every glass of juice is a work of art.” This slogan means that what YECUSHAN wants to convey to consumers is not only health and fashion, but also hopes to find spiritual resonance with young people.

▼好喝好玩的野萃山
he brand combines tasteful drink and joyfulness

天安云谷位于华为科技城内,形成科技、文化、金融类企业集群,故这家野萃山门店面向的受众人群多为上班族。在节奏紧张的工作时间,高级白领们需要一个精神小憩之所。HOPE DESIGN因此提炼出设计的方向:“多纬度灵魂的交集,艺术化的社交场所”。

Tianan Cloud Park is located in the Huawei Science and Technology City. Forming a cluster of technology, culture, and financial enterprises. Therefore, the audience for this YECUISHAN store is mostly office workers. In their spare time in tight-paced work, senior white-collar workers need a place where they can relax. Therefore, the designers refined the direction of space design: “the intersection of souls from multiple latitudes, an artistic social place”.

▼从用餐区望向吧台 © 肖恩
view to the bar counter from the dining area

▼长椅用餐区,bench seating area © 肖恩

以建筑设计的手法在大盒子设计出“房中房”,打破社交隔阂的开放式阶梯座位让离开办公室的人们不必再正襟危坐。墙面、台面以交错立体的形态在空间里形成多功能体块,品牌可联名艺术家、插画师来举办作品展览。天花上的多媒体屏用水果动漫小游戏增添空间的互动性和趣味性,亦在不断强化品牌的分子果汁特性。将消费者对于生活态度的表达与品牌调性的输出相结合,寻找精神上的交集与共鸣。

▼多媒体屏,the multimedia screen © 肖恩

The “House in House” is designed in a big box with architectural design techniques. The open terrace seating that breaks the social barriers allows people who leave the office to no longer have to sit in a hurry. Walls and countertops form a multifunctional volume in the space in a staggered three-dimensional form, which is also convenient for the store to hold works exhibitions with co-branded artists and illustrators. The multimedia screen on the ceiling uses fruit animation mini-games to increase the interactivity and fun of the space, which is intended to continuously strengthen the brand’s molecular juice characteristics. Combine the consumer’s attitude towards life with the output of the brand’s tone, looking for spiritual intersection and resonance.

▼远观阶梯座位区
view towards the terraced seating area © 肖恩

▼交错立体的墙面和台面
the staggered, three-dimensional forms of  walls and countertops © 肖恩

▼座位细节,dining table details © 肖恩

项目名称:野萃山·天安云谷店
Project Name:YECUISHAN · TIANAN CLOUD PARK
项目位置:中国,深圳
Location:Shenzhen, China
设计面积:190 M²
Area:190m²
完工时间:2021年6 月
Finish Time:Jun 2021
设计总监:LUKE HAN 韩薛
Design Director:Luke Han
主案设计:张明远
Main Designers:Mingyuan Zhang
设计团队:陈晓雯、常康红
Design Team:Xiaowen Chen,/Kanghong Chang
项目摄影:肖恩
Photographer:Sean
摄影助理:周振冬
Photography assistant:Zhendong Zhou
项目主材:灰绿色大理石、竹钢、金属面砖、苹果砂不锈钢
Products used in the project:Grey green marble/Bamboo Steel/Metal brick/Stainless steel

发表评论

您的电子邮箱地址不会被公开。