The first thing to solve is the project name. When the owner first established its positioning, we thought that the name should be direct and easy to spread and therefore the name “BEEER” with one more “E” than “beer” is almost certain. Otherwise , what the one more E means is actually more than one E, which implies a huge amount of information: Enjoy, Energy, Ecstasy, Eden, Enigma … E is infinite, concise and rich in meaning. Then a VI positioning and design for the BEEER PARK brand was done, which is in one continuous line with the three-dimensional logo rushed out of the door header. The overall color plan is also black and white, and the anthropomorphic symbols of Bill Roaring Beast and Park Roaring Beast IP are designed, aiming to distance itself from peers in communication and identification.
▼项目外观，the exterior view © SIAD品牌部
The brand symbol is a long-term growth strategy. Compared with the space, we pay more attention to the real life improvement brought by the project to the local residents, and further exert the brand effect through the space to drive the popularity of the edge area.
▼半室外用餐区，the open dining area © SIAD品牌部
▼轴测图，axonometric © 博.想象能力
Next comes the field problem. Qiandeng Lake, well known as the main commercial base in Guicheng, is also famous for its streetscape with skyscrapers. In such a cement forest, there is also an oasis to provide spiritual healing. BEEER PARK, one of the oasis, is located on the first floor of Poly Plaza adjacent to Qiandeng Lake in Foshan financial center. With the relatively marginal location behind Poly Plaza, the owner was particularly worried about the low pedestrian volume in the initial stage. However, solving the problem is also thinking advantages of our designers. The building provides us with an extended single-family expansion space, so the appearance of the building may be a good opportunity to solve the problem of introducing interflow of population.
▼建筑立面，the facade © SIAD品牌部
▼酒墙边的座位，seating by the wine wall © SIAD品牌部
Differentiation and response to the backdrop are the source of business thinking. Instead of coordinating the design with the calm exterior wall tiles of the original building, we intend to get out of it, so either black or white becomes the main tone of the facade design.
▼从吧台看向入口，view of the entrance from the bar © SIAD品牌部
▼酒水吧台，the wine bar © SIAD品牌部
In response to the geographical environment of the Qiandeng Lake area, in terms of visual elements, we use water waves as the concept of architectural skin design. The design of door header keeps the three-dimensional style of the BEEER PARK brand rushing out of the building, and the interiors are also designed with different forms of water as the core elements.
▼吧台作为视觉中心，the bar as the visual center © SIAD品牌部
▼玻璃酒柜，glass wine cabinet © SIAD品牌部
One of the nodal strategies of the moving line is to use a arc of shadowless lamps shaped like a rippling water surface as the guidance of sight, intentionally filling the entire space to divide focus of the flow of people in the space and radiate from the focus. Whether an L-shaped bar, a self-selected area or a extented area, the guest seat selection has been designed with psychological guidance.
▼从用餐区看吧台，view of the bar from the dining area © SIAD品牌部
▼从吧台看用餐区，view of the dining area from the bar © SIAD品牌部
▼用餐区，the dining area © SIAD品牌部
▼用餐区的酒桶装饰，the wine barrel in the dining area © SIAD品牌部
Hollow bricks, stone cages, red bricks, brass, corrugated stainless steel, terrazzo, etc. also guide the attributes of different spaces. And the wine wall, which produces a shocking sense of repetitive sequence, is dramatically called the wine museum by the locals.
▼酒墙序列，the wine wall © SIAD品牌部
For commercial spaces, a design is for the purpose of commercialize operations. Design positioning and benchmarking are the focus of the project in the concept phase. For us, the focus of a design is differentiation, not a certain style of feeling. I prefer to return to the project site at different time intervals after the project is landed, because experience tells me that the landing of a project is not an end, but a real new beginning. The actual operation result of the commercial space is a real test of the design orientation.
▼酒墙细部，detail of the wine wall © SIAD品牌部
项目名称 | 佛山BEEER PARK餐酒吧
项目地点 | 佛山千灯湖
项目类型 | 餐酒吧
项目面积 | 1000㎡
设计公司 | 博.想象能力 [ From 朱海博建筑设计事务所 ]
主创设计 | 方洁、林桂城、许畅
文案摄影 | SIAD品牌部
Project Location | Qiandeng Lake, Foshan
Project Type | Restaurant & Bar
Project Area | 1000 square metres
Design Company | Bo Imagination [From ARCHIHOPE Ltd.]
Main Designer | JANE, Lin Guicheng, Cora
Copywriting and Photography | SIAD Branding Department
Project Name | Foshan BEEER PARK Restaurant & Bar