HEY TEA · Shenzhen central book city store china by Leaping Creative

”Zen” HEY TEA

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来自 立品设计 对gooood的分享。更多关于他们请至:Leaping Creative on gooood.
Appreciation towards Leaping Creative for providing the following description:

“从产品到门店都是消费者整体体验中的环节,而每家门店的设计,都是一个诠释灵感的过程。”
——喜茶的美学实践

在喜茶这个年轻品牌身上,我们看到了关于喝茶这件事的更多可能性。从2012年至今,从小巷“江边里”中的第一家店到风靡全国的新式茶饮领军品牌再到获得更多主流大众的普遍喜爱,6年来近100家门店的逐渐沉淀让喜茶对店面空间有了更多元的探索,并从新一代店面开始进行空间形象升级的尝试。

Since 2012, the tea-drinks brand HEY TEA has developed and become a leading brand with popular favor across China. After 6 years and about 100 stores opened, the popular tea store interior style among China, which is visual-oriented, can no longer cater the needs of this maturing brand. HEY TEA decided to upgrade its store space identity for a better customer-experience, and to share a tea-drinking culture with the young generation.

▼外观,exterior view

注重传播效益的网红风格不再适合日益成熟的品牌,精致度、品质感、及顾客的停留体验成为新的诉求。店面应与产品相辅相成,帮助传达年轻态的茶文化,并提供舒适放松的喝茶氛围。

▼入口,entrance

▼吧台点单区,bar order area

在喜茶的世界观中“禅意”和“茶文化”密不可分,两者都是品牌的核心基因。令人欣喜的是,这种典型的东方传统文化在当代极简的美学语境中催生了新的灵感,并通过设计进行表达,从而真正让喝茶这件事变得“酷”起来。喜茶希望以一杯好茶激发一份灵感,而设计师则希望通过对此空间的塑造触发一种不流于形式的禅意感受。

▼就餐区,eating area

▼吧台座位区,bar seating area

 

超现实“里世界”——
不流于形式的禅意表达

人们能够通过冥想进入精神宫殿,而这个空间本身就是一个超现实“里世界”。在这个维度中似乎不存在时间,所以一组巨大的圆片得以静止在半空中,呈现漂浮的瞬间状态。

The design concept of this space is a dimension that time stays still, reminding the inner-world of ZEN and cozy feeling when people meditating or drinking tea. So that a series of huge circular plates are floating in the space, and captured in a certain moment.

▼一组巨大的圆片得以静止在半空中,呈现漂浮的瞬间状态,a series of huge circular plates are floating in the space, and captured in a certain moment

▼座位区细部,detailed view

▼漂浮的圆片将排队点单的动态区域单独划出,让舒适入座和长时间停留成为可能,these floating circular plates separate the queuing area and the sitting area, aiming to provide customers with more private and comfortable staying experience.

 

统一材质运用
塑造高品质感的纯净空间

空间主体部分由寻常可见的天然麻石覆盖,在高度统一的处理方式中材质本身的传统与粗粝属性转化叠加,提升空间的品质感与纯净度。

Most of the surfaces in the store are covered by the same kind of natural granite. The traditional and rough texture of material is applied in a highly-unified way, in order to enhance the quality and pureness of the space.

▼喝茶也可以是酷(cool)的,传统茶文化中的禅意(Zen)在喜茶成为了灵感(Inspiration)的来源,这一切都在当代的设计(Design)中得到表达。

▼空间主体部分由寻常可见的天然麻石覆盖,most of the surfaces in the store are covered by the same kind of natural granite

▼材质细部,material detail

 

指针运动是时间的抽象表达
——枯山水之外的更多可能

设计师通过装置手法对时钟进行抽象表达,向人们揭示“时间仍然无时不刻在流动”的线索,与静止的空间形成玩味对比。

The spinning installation in the store enjoys the form of an abstract clock, indicating the actual running time outside the inner-world. It acts as a visual focus and makes an interesting contrast against the space.

▼抽象时钟装置,the abstract clock spinning installation

项目名称:喜茶深圳中心书城店
项目地点:中国 深圳
项目业主:喜茶
设计总监:郑铮Zen Zheng
项目经理:陈常CC
主笔设计:郑铮Zen Zheng、陈晓雯
协作设计:姚丁凌、刘瑞学
装置设计:黄绮琳、曾敏冬、洪加路
项目面积:150㎡
摄 影 师:黄早慧

More:立品设计更多关于他们:Leaping Creative on gooood.

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