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首页 > 商业 > 蛙小侠-广西南宁航洋店餐厅设计

蛙小侠-广西南宁航洋店餐厅设计

项目名称:蛙小侠-广西南宁航洋店餐厅设计

主创设计:杨振钰、梁宁森、吴岫微

设计团队:胡侨、古耸宇

业主团队:迟坤、蒲恒光、韦菊惠

设计周期:2021.1-2021.4

竣工:2021.8

项目地址:广西南宁市民族大道航洋国际4层

面积:300㎡

主材:定制环氧树脂瓦片砖、沃克石瓷砖、美岩板,木饰面,木纹贴膜,喷砂不锈钢

装置制作:藝和園

业主:蛙小侠

翻译:柯清雅

摄影:小云

雨中的武林

Wulin in the Rain

蛙小侠“侠风”主题店,南宁

The Kungfu Froggy with the Hero Theme, Nanning

 

蛙小侠是餐饮行业中牛蛙品类的头部品牌,在文化输出上致力于“侠风IP”的打造,南宁餐厅设计以此为基础,蛙小侠拥有独特且统一的视觉调性。随着时代的发展、消费者习惯的变化,蛙小侠也在“侠风IP品牌”中不断的探索新的可能。

The Kungfu Froggy is the leading brand of bullfrog dining in the catering industry. Its restaurant culture is based on the intellectual property of “Kungfu Hero”, so the brand has a unique and consistent visual identity. As the times go and consumer habits change, the Kungfu Froggy is exploring new possibilities in its IP of “Kungfu Hero”.

南宁航洋店是品牌开设的第一家门店,对于品牌来说意义非同一般。作为餐饮品牌向文化餐饮品牌升级的首站,品牌方决定回到起点,南宁餐厅设计将具有纪念意义的首店进行形象更新,作为焕新的第一站。

The first Kungfu Foggy restaurant opened inHangyang International City, Nanning and it is of great significance to the brand.It is the first stop to upgrade it into a restaurant brand with culture. The brand decided to go back to where it began and renew the image of the monumental first restaurant.

武侠的视觉触感

Haptic Visuality of the Kungfu Hero

侠是什么?

What’s the Kungfu Hero?

关于侠,不同的人对于侠有不同的想象和理解,可能有江湖、山林、竹海、客栈等场景,南宁餐厅设计也会有诸如豪爽、清冷、飘逸等关于侠客性格的印象,甚至于笛声、水滴声、虫鸣等声音的想象……“侠”是一种精神,而非一个具像的形态。本项目的重点也在于如何将抽象的“侠”的精神,转换为可被感知的具象形态和空间感受。

Different people have different imaginations and understandings about Kungfu Heroes, who may appear in scenes like the Jianghu (the circle of martial arts), mountains, bamboo forests, vagabonds’ inns, etc. There are also character impressions of them being forthright, cool, ethereal and so on, or even sound associations such as the flutes, water drops, insects, etc. “Kungfu Hero” represents a spirit, rather than a figurative form. The focus of this project is to transform the abstract spirit of “Kungfu Hero” into a perceivable and figurative form and spatial experience.

“视觉触感”是一种电影的拍摄手法——颗粒状的、比较模糊的、甚至观感愉悦的一些画面,激发观众的对于感官的回忆:比如看到水,我们会回忆起自己的几种感官接触到水之后的记忆,从而形成一种基于视觉的触感。MOC从视觉触感的手法中获得灵感,南宁餐厅设计尝试将“侠”转换为具象的场景。

“Haptic visuality” is a cinematographic technique – grainy, blurred, or even pleasant images that stimulate the viewer’s memories of the senses. For example, when seeing water, we recall several senses with water and it results in the haptic visuality. Inspired by this approach, MOC attempts to convert the concept of “Kungfu Hero” into a tangible scene.

 

电影《一代宗师》雨中打斗场景

The rainy fight scene in the movie of The Grandmaster

在武侠影视作品中,无数的经典场景是发生在雨中的,MOC希望通过“雨中的武林世界”作为概念进行空间设计,南宁餐厅设计以此让雨中场景成为一种“视觉触感”,使蛙小侠的品牌故事与侠义精神产生更为深度的绑定。

In martial arts movies, a great number of classic scenes take place in the rain. MOC wants to design the space based on the concept of “Wulin (the Martial Arts World) in the Rain", so a scene in the rain would bring in the “haptic visuality” to deeply connect the brand story of Kungfu Froggy and the spirit of Kungfu hero.

南宁餐厅设计店铺入口展面分布雨景意境区,以真实的落雨场景结合线性灯光,中间穿插半透明的玻璃砖造型,构成一幅雨中的画卷,将“雨中的武林世界”在入口处就直白地展现出来。

The rain scene at the entrance of the restaurant is designed with real rain and linear lighting. Interspersed with translucent glass tiles, it forms a painting in the rain, putting on the show of “Wulin in the Rain” right at the entrance.

入口概览

Entrance

水景装置细节

Details of the rain installation

南宁餐厅设计考虑到用户体验感,避免水花溅湿用餐人群,餐区使用钢绳结合灯光构成雨景中的用餐场景

Steel ropes and lights are used in the dining area to create a dining scene in the rain, which is a great experience for users without the water splash.

结合IP形象和品牌色彩,入口处的格子可内置IP公仔,阵列式的布置构成的震撼感明晰的传达出品牌核心IP形象。

The brand IP mascots can be placed in the cube wall that reflects the IP image and brand colors. The array arrangement forms a clearly overwhelming impression and conveys the core IP image of the brand.

MOC

MOC DESIGN OFFICE

设计收费:1000 元/平             

擅长类型: 店铺、影院、文创

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