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【案例投递】TOMO 東木筑造 | 深圳喜茶LAB旗舰店:以设计延展商业

珊珊 珊珊(大发欢乐生肖用户) 272天前 / 阅读 :

消费力的提升和数字化的便利,推动着新兴的消费模式和消费力量的嬗变及成型,中国正加快步入新的消费时代。在新消费力量涌动、新消费主义盛行的今天,如何协助喜茶这一当红的新式茶饮

欢乐海岸

消费力的提升和数字化的便利,推动着新兴的消费模式和消费力量的嬗变及成型,中国正加快步入新的消费时代。在新消费力量涌动、新消费主义盛行的今天,如何协助喜茶这一当红的新式茶饮品牌传递个性主张,一展其在品类创新、体验创新、业态集合上的商业战略姿态,迅速敏捷地优化每一个可能的消费接触点,营造“沉浸式”的互动消费体验,成为TOMO 東木设计在深圳首家喜茶LAB旗舰店创作中的核心逻辑。

The improvement of the consumption level and the convenience of digitization have promoted the transformation and formation of new consumption patterns and consumer groups. China is now accelerating its entry into a new ERA OF CONSUMPTION. Today, in face of the new consumer groups and new consumerism, how can we help HEYTEA , a popular new-style tea brand, to convey its individuality and to demonstrate its business strategies in product innovation, experience innovation and business integration? Optimizing every possible consuming procedure and creating IMMERSIVE and interactive consumer experience are the basic logic for TOMO DESIGN in the design of Shenzhen Heytea Lab.

“沉浸式体验园林”

We create an immersive experience garden

01

灵 感 · 建 筑

INSPIRATION

建筑侧面

ARCHITECTURE

追溯项目本源,以起承转合的序列式观景节奏,注解建筑的艺术语境。建筑外立面保留建筑原始灰砖,同时以转角渐变的方式穿插金属砖块,传统底蕴注入新的视觉装置艺术。

Tracing the origin of the project, the designer interprets the artistic context of the building with a sequence of landscape. The facade of the flagship store is covered by gray bricks, which is interspersed with metal bricks to show both traditional beauty and a youthful atmosphere.

建筑主入口

ARCHITECTURE

临街立面借助现代科技和艺术手法的融合,在入口处营造空间代入感。室外延伸至室内的格栅体块,循环播放意境万千的山水画面,透过光筑艺术、现代水墨、数字科技,与檐下雨帘的造景虚实相映,传统与现代碰撞出别样意趣。

At the entrance, the metal grille facade replaces the solid wall, creating a relaxing atmosphere. And the screen behind it displays the beautiful landscape repeatedly. Here, the art of architecture, modern ink paintings, digital technology as well as the “rain curtain” dialogue with each other and show both the collision and combination between tradition and modernity.

02

意 境 · 园 林

SPATIAL IMAGERY

设计师带着整体性的思维,以极简的手法营造庭院景观,造就了明朗和开阔的贯穿格局,让景与物的契合、人与人的互动流畅而层次丰富。此间多重美学借景自然、不同材质所形成的肌理,寓物以形,激活庭院的观赏美学与实用功能,更大程度上拓宽了社交场域的人流均衡度。

With a holistic perspective, the designer creates a courtyard landscape with minimalist skills, creating a clear and open pattern which encourages the interaction between landscape, objects and people. Taking advantages of the natural surroundings and employing different materials, it presents multiple aesthetics and rich textures, which effectively activates the ornamental and practical functions of the courtyard and balances the distribution of customers.

入口处景观+互动体验装置+圆憩小站的引入,形成与顾客良好的步入体验。空间中自由布局的游廊形式,蜿蜒地形成景观与人,人与人之间的不同交流方式。

At the entrance, the landscape, the experience equipment and the leisure space create a welcoming atmosphere. Flexible corridor winds in the space, encouraging the interaction between landscape and people and encouraging the communication between people.

03

未 来 · 室 内

FUTURE

室内结合现代水墨、数字科技、光与视觉美感互动设计的技术,呈现不同场景的沉浸式体验。结合五大实验室板块,由下至上,贯穿整个室内空间,予人以丰富的五感体验。

The interior combines modern ink ,digital technology, and interactive design techniques of light and visual aesthetics to present immersive experiences in different scenarios. Combining the five major laboratory plates, from the bottom to the top, through the interior space, which gives people a rich five senses experience.

空间内部界分5个不同的实验室

1F 周边实验室 | 制冰实验室 | 甜品实验室 | 插画实验室

2F 茶极客实验室

周边实验室

H-GIFT MARKET

周边实验室位于入口处,承接着外立面LED电子墙面上的诗意影像动态,结合了金属格栅的线条美感,与多元周边产品的陈列关系和融一致。

H-GIFT MARKET is located at the entrance to continue the images on the LED facade and to display a variety of peripheral products against the metal grilles.

制冰实验室 甜品实验室

HEYTEA CELATO | HEYTEA CAKE

极简银色水纹金属体块吧台,砂岩质地的灰色地面,有序阵列的泡泡灯,同时配合制冰、甜品的明档展示,串联起不同区块的空间趣味性。透过对景的格栅窗,室内与户外相互映衬,达成室内与景观的视觉互动体验。

Silver metal bar counter, gray emery floor, and sequential bubble lights as well as the ice-making and dessert displays, connect a series of interesting spaces. At the same time, the floor-to-ceiling glass doors create an interactive visual experience between the interior and the outdoor landscape.

插画实验室

ART&EXHIBITION

插画实验室三面开敞,视野开阔清朗,内外互动,流动自由。不同于常规设计中以满取胜的商业布局,座椅的排布由室内延伸至室外,疏密有序,予人丰富有趣的交互体验。设计师基于细节巧妙强调品牌文化,将插画元素融入空间,在天花线灯上序列展示品牌标识。

ART & EXHIBITION is opened on three sides, enjoying an open and clear view. Different from conventional commercial design, the seats are arranged flexibly both in and outside the space, encouraging various interactions. The designer cleverly emphasizes the brand culture with details, integrates illustration elements into the space and displays the brand logo on the ceiling lights.

茶极客实验室

TEA GEEK BAR

拾级而上,沿着电子艺术装置景色变幻的律动,步入二层空间。设计采用整体天花照明手法,以类格栅形态正面发光,与斜屋顶形成块面穿插,简约的设计语言凸显空间质感。两侧墙面运用的凹凸金属砖材质,与精致的缎纹拉丝金属形成材质碰撞与对比。临窗而坐,沿着翻折式窗棂望去,葱茏见绿,清新舒怡。

Stepping up the staircase with LED images changing alongside, you will finally reach the second floor. The grille ceiling installed with lights interlaces with the pitched roof, while the walls decorated with concave-convex metal bricks dialogue with the exquisite stain brushed metal material. Sitting by the window, you will find a green and refreshing picture gradually unfolds in front of you.

贯穿空间的电子艺术装置

ELECTRONIC ART INSTALLATION

围绕着整体空间核心,金属电子帘情境体验装置游走于空间中,更替播放不同时节的场景,春雨淅沥、夏花绚烂、秋日星空、冬雪簌簌……时空的更迭变幻昭示着无限的生命力,行至二层,营造了“月寄思”的艺术构思,月悬于空,与电子艺术装置的星空影像形成联动意境,皓月当空、星河涌动的美好画面跃然眼前。使得整个空间体验更加饱满丰富,令顾客的体验与艺术装置产生美学关联。金属LED帘在

不展示特殊效果时,同样作为空间中别具禅意的艺术装置而存在。

Surrounding the staircase, the metal electronic screens present beautiful scenes of four seasons, reminding people of the limitless vitality. On the second floor, a moon-shaped art decoration hangs against the “starry sky” on the LED screen and presents a wonderful image, which establishes an aesthetic connection between the space experience and the art decoration. When they don’t display special effects, the LED screens also serve as art decorations in the space.

随着多元消费时代的到来,以及消费者对场景消费的需求变化,给零售企业带来了诸多挑战,喜茶却总是那个将挑战转化为机会的特例,始终保持着随机应变、与消费者需求相匹配的核心能力。创作围绕着深圳喜茶LAB旗舰店的市场定位与商业逻辑展开,是一次洞察喜茶消费者内在思维的设计探索,捕捉了从商品消费转向体验消费、社交消费的过渡与融合,满足了消费者对场景体验的全新想象。

In the new era of consumption, demand for diversified consumer experiences has brought great challenges to retails. However, HEYTEA has regarded it as a great opportunity to attract more customers. According to its market positioning and business strategies, the designer for Shenzhen Heytea Lab is a successful practice based on the analysis of the current consumption habits and trends. By integrating commodity and experience with social function, Shenzhen Heytea Lab is devoted to providing a brand-new consumption experience for customers.

项目名称 | 深圳欢乐海岸喜茶LAB店

Name | HEYTEA LAB(Shenzhen OCT Harbor Store)

项目地点 | 中国深圳

Location | Shenzhen,China

项目面积 | 1200㎡

Area | 1200㎡

项目业主 | 喜茶

Client | HEYTEA

完成时间 | 2019年09月

Date | Sep.2019

设计范围 | 建筑改造、景观设计、室内设计、电子艺术装置

Design scope | Building renovation 、Landscape、Interior design 、Electronic art installation

设计机构 | TOMO 東木筑造

Studio | TOMO DESIGN

主案设计 | 陈贤栋、肖菲

Interior Design | Uno Chan、Xiao Fei

协助设计 | 廖筱璇、何婧、罗泽双、彭思赟

Cooperative Design | Liao Xiaoxuan、Joey He、Jason Luo、Yun Peng

摄影师 | 肖恩

Photographer | Sean

主要材料 | 灰白麻石、银色砂面金属、火山岩、金属肌理砖、岩板、LED透明屏幕

Main Material | Gray and white Granite、Metallic silver sand surface、Volcanic rock、Metal texture brick、Sintered Stone、LED transparent screen

材料品牌名称 | 华汇诚、德赛斯、名人堂

Material brand | H Art Materials Shenzhen、 TECHSIZE、Hall of Fame

東木筑造设计事务所

2015年,对于TOMO而言意义非凡TOMO诞生、成长于活力之都——深圳,我们提供集环境设计、空间设计、软装设计为一体的专业设计服务,专注于商业空间、酒店会所、办公空间、地产项目、高级私人住宅等设计领域。

2015 is a significant year for TOMO.Since it was founded and began to develop in Shenzhen.We provide clients with integrated services in environmental design, space design and furnishings design.We are committed to the design of commercial spaces, hotels and clubs, office spaces, real estate projects, luxury private houses, etc.

陈贤栋

東木筑造设计创办人 / 设计总监

信仰:设计,我们不随波逐流

理念:挖掘有趣的事情,开心地去实现

兴趣:探索设计的趣味与未知

UNO CHAN (Founder and Director of TOMO DESIGN)

Belief: Never follow the trend, but set the trend

Philosophy: Find something interesting and accomplish it enjoyably

Interest: Explore the fun and possibilities of design

精选案例

深圳·狼域(魔杰电竞店)

深圳·兰兹ICON酒店

惠州·喜茶(东平永旺店)

西安·喜茶(金地广场店)

长沙·第一湾营销中心

本案由大道恒美品牌传播提供