GAGA TOAST, China by dongqi Design

Toast to life

Project Specs

Location:

非常感谢 dongqi栋栖设计 予gooood分享以下内容。更多关于他们:dongqi Design on gooood
Appreciation towards dongqi Design for providing the following description:

dongqi将深圳一栋建筑改造为GAGA的新概念空间,并设计其视觉识别系统。 设计团队引入“More Than Toast(超吐司)”的概念,命名为GAGA TOAST。GAGA TOAST不但提供新鲜美味的吐司,更要颠覆大家对吐司的所有想象。

dongqi turned a building in Shenzhen into a new concept bakery and developed its visual identity. The team named the space GAGA TOAST and proposed a ‘More Than Toast’ narrative. GAGA TOAST is not only a bakery that offers delicious toast, but also a gathering space full of toast elements.

▼店铺外观,appearance of  gaga TOAST ©刘瑞特

外立面改造考虑深圳舒适的天气和自然环境,精心设计的平移门可以根据天气情况选择开合程度和位置,最大程度创造空间的多样性的同时模糊室内外界限。外立面改造考虑深圳舒适的天气和自然环境,精心设计的平移门可以根据天气情况选择开合程度和位置,最大程度创造空间的多样性的同时模糊室内外界限。

The external façade, which was turned into a full-length sliding door thanks to the pleasant climate in Shenzhen, also contributed to the unique spatial experience. The custom-made door can be slid closed or open at any extent based on the weather, blurring the boundary between indoor and outdoor space.

▼平移门可以根据天气情况选择开合程度和位置,the full-length sliding door thanks to the pleasant climate ©刘瑞特

▼可开合的滑动玻璃门,Sliding glass doors that open and close ©刘瑞特

dongqi 精心挑选了一种异型砖做为整个设计的主要概念元素。同时,dongqi品牌设计师与建筑师紧密合作,让“超吐司”形状亦成为品牌设计的基础图形,传递GAGA健康有机的生活方式。异型砖的烧制过程与吐司的制作过程有着高度的内在关联性,同样使用金属模具和具有高温制作过程。同时异型砖本身即是高温围护材料,暗示整个空间的烘焙的气氛。

▼分析图,diagram ©dongqi 栋栖设计

Toast elements permeated the space, whose design was centered around a special shaped brick. At the same time, the creative team worked closely with the architects to custom-make the element into the fundamental element of our visual identity as it conveyed the brand’s belief in authentic ingredients. Both being shaped in a metal mold and produced in a high temperature environment, the process of brick making is intrinsically related to that of toast baking. Also, being a heat insulating material itself, the brick setting implies an atmosphere of bread baking.

▼独特的地面以及吧台,unique surface finishing of the floor and the counter ©刘瑞特

dongqi模仿切割吐司的过程,将异型砖切开,亦发现有和吐司高度类似的由于高温加工形成的表皮和内部机理上的差异。同时与工匠尝试将切开后的截面进行打磨和表面处理,亦创造出了全新的特殊质感。通过与水泥及骨料的精心组合,形成独特的地面以及吧台完成面。

Caused by the heat, the brick revealed a texture difference between the edge and the central area when being cut open, which coincided with the appearance of toast crust. Working closely with craftsmen, dongqi created a unique toast texture on the brick surface. The aggregates were elaborately combined with concrete to form a unique surface finishing.

▼室内空间一览,overall view of the interior space ©刘瑞特

▼切开的异型砖暗示了空间的烘焙气氛,The cut shaped bricks suggest the baking atmosphere of the space ©刘瑞特

▼选购区,display and shopping area ©刘瑞特

▼用餐区,seating area ©刘瑞特

由于异型砖的独特几何造型,dongqi探索了异型砖砌筑方式的组合极限。异型砖的不同组合贯穿了空间中不同功能需求-从墙体、地面、吧台、陈列展示一直到可移动道具。dongqi将异型砖的金属模具形状亦引入到设计中,负形作为产品陈列以及品牌元素露出之用。

dongqi also explored the limits of brick laying to fully exploit the irregular geometrical shape of the brick. Different combinations were designed for different functions and were applied throughout the entire space—-from the wall to the floor, from the counter to the merchandise display, as well as the moveable retail fixtures.The metal mold, which was used to shape the brick, were reserved too. It was turned into a plate for brand-related materials and merchandise display.

▼异型砖的不同组合贯穿了空间中不同功能需求,Different combinations were designed for different functions ©刘瑞特

▼材料细部,details of the material © 刘瑞特

dongqi创作了品牌专属Monogram图形,印制于门店各种品牌物料及三维空间。四种品牌色搭配出不同气质的印花体系。从产品包装到菜单,从四周环境从食物本身;闻得到的,尝得到的,看得到的,摸得到的,共同组成“万物皆吐司”的世界。品牌的大胆与亲和力呼之欲出,鼓励顾客们与亲友到此品上一口新鲜吐司,惬意地聊一会儿天。

dongqi’s branding approach carries on the ‘More Than Toast’ experience of customers. Under a carefully curated colour scheme, the customized shape was extended into a toast-fitting pattern system, which helped turn the bakery into a space of toast. The brand-owned monograms, patterns and graphics were generated and applied to various touch-points ranging from print materials to digital content, from furniture to promotional materials, from packaging to products – almost everything you can imagine. The visual language is friendly, bold and delicious, encouraging people to gather together for a chat over freshly baked toasts.

▼品牌专属Monogram图形,branding design ©dongqi 栋栖设计 / 刘瑞特

▼产品包装,Product packaging © 刘瑞特

GAGA TOAST是一个主张与顾客建立链接,传递欢聚、笑声与美好的空间。是dongqi试图打破品牌与空间设计壁垒上的又一尝试。

This unique design approach closed the gap between the brand experience and the spatial experience, making GAGA TOAST an ideal place for gatherings, inspiration, laughter, and simply, a good life.

▼立面细部,detail of the exterior ©刘瑞特

▼平面图,plan ©dongqi 栋栖设计

项目名称:GAGA TOAST
面积:170平方米
设计时间:2019年3月
建成时间:2019年9月
建筑设计:栋栖设计
品牌设计:栋栖设计
团队:姜南、蛋白、谢金杋、张爽、松洁、苑意、谢弦旻、郑敬民
网站:http://www.dong-qi.net/
地点:深圳市南山区白石路欢乐海岸东岸23号
照片:刘瑞特

Project Title: GAGA TOAST
Area: 170sqm
Design: Mar, 2019
Completion: Sep, 2019
Architect: dongqi Design
Identity Design: dongqi Design
Project Team: JIANG Nan, Yuan Yuan, Xie Jinfan, Shuang Zhang, Song Jie, Kiko Yuan, Xian Min Chia, Timothy Cheng
Website: http://www.dong-qi.net/
Location: 23 East Coast of Happy Coast, Baishi Road, Nanshan District, Shenzhen, China
Photography:Raitt Liu

More:dongqi栋栖设计。更多关于他们:dongqi Design on gooood

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