Heytea In the Theatre, Shanghai by Supercloud Studio

感谢 蘑菇云设计工作室 （联系邮箱：sc.mg@foxmail.com）予gooood分享以下内容。更多关于：Supercloud Studio on gooood
Appreciation towards Supercloud Studio (contact: sc.mg@foxmail.com) for providing the following description:

 

小剧场版本初始编程
Initial vision of the mini theater

在空间设计方面，喜茶持续以灵感为驱动，打造了丰富多样的线下门店空间。每次喜茶新店的发布，似乎都在印证喜茶蓬勃的创新能力。这一次，我们在上海浦东的东方万国店，创造了一个“喜茶小剧场”。

HEYTEA has always been the leader of new Chinese tea drinks, including but not limited to their stores fit outs. Its ambition clearly beyond just creating good-looking beverage stores, but rather a display of flourishing innovation catered for the young, which is confirmed by every new store launch, including the latest addition –  a mini theater of HEYTEA designed  by Supercloud Studio.

▼项目概览，室内材质灰调为主，墙面是带有科幻气质和肌理的泡沫铝 ©郑世杰
View to the mini theater before dusk

东方万国企业中心位于浦东新区的金桥，周围聚集的建筑群以办公类物业为主；新门店的消费主体，是在这个片区白天通勤的大量白领。新门店的选址是园区中一幢独立六角形小建筑，矗立在地下商业广场和一圈高层办公楼的交界处，面积虽小，却拥有异常广阔的视野和景深。

The project is located at International Trade Center in Pudong, Shanghai, surrounded by office buildings. The clientele is mostly office workers from nearby. The new store sits in a small two stories free standing building in a hexagonal shape, connecting the underground commercial plaza to the ground level. Small footprint but a surprisingly good view.

▼从地下商业广场望向喜茶的正立面，经典的喝茶小人LOGO浮现在广阔背景中 ©郑世杰
Looking from the underground plaza to the front façade with HEYTEA logo

基于场地条件和对喜茶品牌的场景构想，我们希望“喜茶小剧场”，是整体更具辨识度、内容更具戏剧张力的一个版本，以超越日常的硬科幻场景体验，为园区注入强劲的喜茶流量。

Based on the project site and our vision for HEYTEA, emerges the idea of creating a mini theater that is recognizable and dramatic surrounded by the plain office setting, bringing beyond the daily, unexpected sci-fi experience into the park.

▼傍晚园区人群下班后放空的场景 ©夏至
Photograph of the store entrance at similar angle

 

票务间
‘The Ticket Booth’

万国店拥有一个完全对称的建筑平面，总面积116平米， 设备在其中占据了几乎40%的空间，如何在72平米的空间中传达喜茶的品牌基因和想象力，是这次思考的重点。

The store sits in an octagon shaped, symmetrical plan with a total area of 116 square meters, nearly 40% of which is occupied by the back of house. Hence how to use the rest 72sqm to convey the design intent is crucial.

▼复古元素剧院门头的仪式感 ©郑世杰
Canopy with a touch of arc deco theater entrance

我们的方案从抽象的“剧场”概念开始，在小空间里并置了不同质感和内容的艺术剧场场景。入口处不到十平米的空间，设定为剧院票务间，售票窗口、剧院进场门、厚厚的丝绒帘幕，和取茶，收银的实际功能无缝贴合在一起，又真实又如扮演，是正式开场前的序幕。

Following the theatrical entrance, the ordering counter is too borrowed from stage scenes. Here it transformed into a ticket office, with the booth, theater doors and thick velvet curtains, brought the excitement of going to a performance to the ordering experience.

▼票务间，the ‘ticket booth’ ©郑世杰

 

在喜茶中喝出银河
Galaxy In a Cup

掀开入口幕布，进入喜茶小剧场。灯光暗下来，天空仿似星轨流动，星河和宇宙从天幕中点亮。

Holding your cup of tea and walking pass the thick curtain into the theater, the surround dims down and the ceiling shines like the milk way.

▼剧场向内的主场景，环形座位围绕天幕和地屏展开，灯光也聚焦于此；向外的横窗，框出一条窄而广的现实图景 ©夏至
The circular arrangements in the mini theater and long narrow look out

▼对称、稳定、向心的剧场观看空间，可变视觉（LED屏）隐喻了“剧” ©夏至
Suspended LED screen breaks the symmetrical and centripetal plan, brought drama to the theater

▼傍晚时分的实景，横窗外天色已暗，天地屏中画面更显浓郁 ©夏至
View to the mini theater before dusk

▼细部，Details ©夏至

▼三角椅的细节，Customized bench ©夏至

▼横窗被滤镜了一层微妙的色彩，向外看到的，并不是百分百的真实世界 ©夏至
Long, horizontal opening with a colored filter to add a sense of unreal to the scene

▼细部，Details ©夏至

 

插画和视觉
Illustrations and Visual

剧场的核心，在于持续的内容输出。在灵感驱动下的视觉再创作，为喜茶小剧场延展出更多的时空想象和情感氛围。我们邀请了十五岁的广州女孩舒悦文（Ailsa Shu），为喜茶东方万国店创作了一幅插画：

The essence of theater lies on its programs. That’s why we also created visual contents for this project and make the mini theater a whole. We invited 15 years old illustration artist Ailisa Shu from Guangzhou to create this  drawing for HEATEA.

▼Floating取材自喜茶的经典饮品“多肉葡萄”，仔细看小人和细节，每一颗都在自由漂浮和舞动的葡萄 ©舒悦文
Floating – inspired by classic juicy grape drink by HEYTEA, each of the floating characters are dancing grapes.

▼爆炸轴测图，Exploded-view drawing ©蘑菇云设计工作室

▼平面图，Project Plan ©蘑菇云设计工作室

▼立面图，‘Theater’ interior elevation ©蘑菇云设计工作室

▼节点图，Detail drawings ©蘑菇云设计工作室

设计公司: 蘑菇云设计工作室
类型: 休闲娱乐 商业建筑 甜品店
地点：上海 喜茶东方万国店
业主：喜茶
面积：116m2
项目年份：2021年12月
室内设计（蘑菇云设计工作室）：徐迅君，徐聪，王瑞龙，甘若蓓
照明设计（Lumia Lab照明）：庞磊 郑嘉豪
视觉制作：庞磊 方园
插画：徐聪 舒悦文
材料: 肌理漆 泡沫铝 地砖 金属板 
摄影师：夏至 郑世杰

Interior Design: Supercloud Studio
Type: Interior Design，Leisure and Entertainment，Commercial Building，Dessert Shop
Location: E5, building 13, No. 1599, Xinjinqiao Road, Pudong New Area, Shanghai
Client: Heytea
Construction Area：116 m2
Year: 2021/12
Interior design(Supercloud studio): Xu Xunxun,Layla Xu, Wang Ruilong, Gan Ruobei
Lighting Design(LUMIA Lab): Lei Pang
Visual Production: Lei Pang, Fang Yuan
Illustrator：Layla Xu，Ailsa Shu
Materials: Texture paint, foam aluminum, floor tile, metal plate
Photographer: Xia Zhi，Zheng Shijie

More: 蘑菇云设计工作室 （联系邮箱：sc.mg@foxmail.com）
更多关于：Supercloud Studio on gooood