SHENZHEN HEYTEA LAB, China by TOMO DESIGN

Design for More Commercial Experiences

Project Specs

Design:
Location:

感谢 TOMO東木筑造予gooood分享以下内容。
Appreciation towards TOMO東木筑造 for providing the following description:

消费力的提升和数字化的便利,推动着新兴的消费模式和消费力量的嬗变及成型,中国正加快步入新的消费时代。在新消费力量涌动,新消费主义盛行的今天,如何协助喜茶这一当红的新式茶饮品牌传递个性主张,一展其在品类创新、体验创新、业态集合上的商业战略姿态,迅速敏捷地优化每一个可能的消费接触点,营造沉浸式的互动消费体验,成为东木设计担纲深圳首家喜茶LAB旗舰店创作时的核心逻辑。

The improvement of consumption and the convenience of digitization have promoted the transformation and formation of new consumption patterns and consumer groups. China is accelerating its entry into a new era of consumption. Today, in face of the new consumer groups and new consumerism, how can we help Heytea, a popular new tea brand, to convey its individuality and to demonstrate its business strategies in product innovation, experience innovation and business integration? Optimizing every possible consumption procedure and creating immersive and interactive consumer experience are the basic logic for DOME DESIGN in the design of Shenzhen Heytea Lab.

▼场地鸟瞰,aerial view ©摄影师Sean

 

入口建筑 | Entrance Building

追溯项目本源,设计师以起承转合的序列式观景节奏,注解建筑的艺术语境。旗舰店的外立面保留了建筑原始灰砖,同时穿插砌入金属砖块,不乏传统的美感,又不失年轻的气息。大幅品牌标识分别立于金属格栅与挑出屋檐上,直观而醒目。新建立面体块与原有建筑柱子巧妙融合,石质长凳与金属山石端景以灵活的自由动线排列于庭前,兼顾造景及暂时休憩之用。在现代艺术手法的表达下,金属格栅板饰面替代了入口处的实体墙面,营造空间轻盈感。其后设置的屏幕,循环播放意境万千的山水画面,透过光筑艺术、现代水墨、数字科技,与檐下雨帘的造景虚实相映,传统与现代碰撞出别样意趣。

Tracing the origin of the project, the designer interprets the artistic context of the building with a sequence of landscape. The façade of the flagship store is designed by gray bricks, which is interspersed with metal bricks to show both traditional beauty and a youthful atmosphere. The large brand logos are placed on the metal grilles and the protruding eaves. The newly-built block is integrated with the existing columns. The stone benches and the metal hills are arranged flexibly for both landscaping and short break. At the entrance, the metal grille façade replaces the solid wall, creating a relaxing atmosphere. And the screen behind it displays the beautiful landscape repeatedly. Here, the art of architecture, modern ink paintings, digital technology as well as the “rain curtain” dialogue with each other and show both the collision and combination between tradition and modernity.

▼外观,exterior view ©摄影师Sean

面对复杂的项目背景和商业环境,设计师的创作逻辑建立在喜茶品牌对消费场景体验化的洞察之上,超越常规的设计参照系,在解构消费人群需求层次与情绪符号的基础上,延展喜茶在消费升级层面的商业价值发挥空间,谋略规划运作,实现独到创意,用设计创造空间价值和全新体验。

Facing the complex background and business environment, the designer is based on the insights of the consumption experiences that the brand will bring to the consumers. The design goes beyond the conventional reference system, deconstructs the consumers’ demands and feelings, and extends the potential value of Heytea in the background. Finally, by planning and operating, DOME has successfully created the space value and new experiences with unique creativity.

▼檐下雨帘的造景,the “rain curtain” ©摄影师Sean

 

庭院景观 | Courtyard Landscape

设计师带着整体性的思维,以极简的手法营造庭院景观,造就了明朗和开阔的贯穿格局,让景与物的契合、人与人的互动流畅而层次丰富。

With a holistic perspective, the designer creates a courtyard landscape with minimalist skills, creating a clear and open pattern which encourages the interaction between landscape, objects and people.

▼室外用餐区,the outdoor dining space ©摄影师Sean

无论是呈45度角转向序列布置的片状格栅,下沉地形的座位布局,现代手法变形的筑山亭之景,还是或光滑、或粗粝、或迂形、或直线形的石凳流线,此间多重美学借景自然,寓物以形,有效激活庭院的观赏美学与实用功能,更大程度上拓宽了社交场域的人流均衡度。

Whether it is a sheet-like grille at a 45-degree angle, or the well-arranged seats in the sunken area, or the pavilion designed with modern skills, or the smooth or rough liner benches, it shows multiple aesthetics and effectively activates the ornamental and practical functions of the courtyard.

▼现代手法变形的筑山亭之景,pavilion designed with modern skills ©摄影师Sean

▼看向庭院入口,view of the entrance from the courtyard ©摄影师Sean

空间内部界分为五个不同的实验室,分别是位于一层的周边实验室、制冰实验室、甜品实验室、插画实验室,以及位于二层的茶极客实验室。

The interior space is divided into five different laboratories: the peripheral lab, the ice-making lab, the dessert lab and the illustration lab on the first floor as well as the tea geek lab on the second floor.

▼不同石凳流线,the smooth or rough liner benches ©摄影师Sean

 

周边实验室 | Peripheral Lab

周边实验室位于入口处,承接着外立面LED电子墙面上的诗意影像动态,结合了金属格栅的线条美感,与多元周边产品的陈列关系和融一致。

The peripheral lab is located at the entrance to continue the images on the LED facade and display a variety of peripheral products.

▼周边实验室,the peripheral lab ©摄影师Sean

 

楼梯 | Staircase

楼梯以极简几何形的构成方式穿过中空,引流顾客在一二层的不同实验室之间往来,同时它也是作为艺术装置的存在,占据着空间的视觉核心。

The geometric staircase leads customers to different labs on the first and second floors, and it is also the visual center of space.

▼极简几何形的楼梯,the geometric staircase ©摄影师Sean

围绕着楼梯这个体块核心,金属电子帘情境体验装置游走于空间中,可更替播放不同时节的场景,春雨淅沥、夏花绚烂、秋日星空、冬雪簌簌,时空的更迭变幻昭示着无限的生命力,令顾客的视野与装置产生美学关联。金属LED帘在不展示特殊效果时,同样作为空间中别具禅意的艺术装置而存在。

Around the staircase, the metal electronic screens present beautiful scenes of four seasons, reminding people of the limitless vitality and creating an aesthetic connection between customers and the device. When they don’t display special effects, the LED screens also serve as art decorations in the space.

▼楼梯同向二层,the stairs leading to the second floor ©摄影师Sean

 

制冰实验室 & 甜品实验室 | Ice-making Lab & Dessert Lab

极简银色的缎纹金属体块吧台,金属格栅的细部装饰,金刚砂材质的灰色地面,有序阵列的泡泡灯,同时配合制冰、甜品的明档展示,串联起不同区块的空间趣味性。同时透过几组落地玻璃门,室内与户外相互映衬,达成室内与景观的视觉互动体验。

Silver metal bar counter, metal grille details, gray emery floor, and sequential bubble lights as well as the ice-making and dessert displays, connect a series of interesting spaces. At the same time, the floor-to-ceiling glass doors create an interactive visual experience between the interior and the outside landscape.

▼制冰实验室,ice-making Lab ©摄影师Sean

 

插画实验室 | Illustration Lab

插画实验室三面开敞,视野开阔而清朗,内外互动,流动自由。设计师基于细节巧妙强调品牌文化,将插画元素融入空间,在天花线灯上序列展示品牌标识。不同于常规设计中以满取胜的商业布局,座椅的排布围绕室内外的相邻处,中心相对较为空阔,将对消费者社交互动偏好的分析落实到设计中,予人丰富有趣的沉浸式体验。

The illustration lab is open on three sides, enjoying an open and clear view. The designer cleverly emphasizes the brand culture with details and integrates illustration elements into the space. For example, it displays the brand logo on the ceiling lights. Different from conventional commercial design, the seats are arranged in the peripheral, while the center is relatively empty. This kind of arrangement caters to customers’ social demands and provides an immersive experience.

▼插画实验室,Illustration Lab ©摄影师Sean

 

茶极客实验室 | Tea Geek Lab

拾级而上,沿着金属LED帘上景色变幻的律动,步入二层空间。天花造型结合建筑原有斜屋顶,形成不同质感的块面构成,并匠心营造了“月寄思”的艺术设置。月悬于空,与LED电子帘上的星空影像形成联动艺境,皓月当空、星河涌动的美好画面跃然眼前。

Stepping up the staircase with LED images changing alongside, you will finally reach the second floor. Here the ceiling is designed according to the pitched roof to form blocks of different textures, against which a moon-shaped art decoration was created. With the moon hanging against the “starry sky” on the LED screen, a beautiful picture is gradually unfolding before us.

▼茶极客实验室,Tea Geek Lab ©摄影师Sean

设计采用天花照明手法,以金属格栅后置发光膜的间接式照明,点缀以实验室导管形制的灯饰,凸显简洁干净的空间质感。两侧墙面运用的泡沫金属铝板材质,与精致的缎纹拉丝金属形成材质碰撞与对比。临窗而坐,沿着可翻折式木艺窗棂望去,葱茏见绿,清新舒怡。

The strip lights and light films are inlaid in the ceiling and the metal grilles to highlight the simplicity and elegance of the space. And the aluminum foam sheet covering the side walls is in contrast with the delicate satin brushed metal. Sitting by the window, you can have a great view of the luxuriant green and feel relaxed and refreshed.

▼二层用餐区,dining space on the second floor ©摄影师Sean

▼金属材质的运用,using of the metal materials ©摄影师Sean

▼室内logo,logo on the wall © 摄影师Sean

本案基于喜茶对深圳首家LAB旗舰店的市场定位与商业逻辑展开,是一次洞察喜茶消费者内在思维的设计探索,捕捉了从商品消费转向体验消费、社交消费的过渡与融合,致力于满足消费者对场景体验的全新想象。

According to its market positioning and business strategies, Shenzhen Heytea Lab is designed as the first flagship store in the city. It is a successful practice based on the analysis of the current consumption habits and trends. By integrating commodity and experience with social function, Shenzhen Heytea Lab is devoted to providing brand new consumption experience.

▼茶极客实验室的吧台,bar of the Tea Geek Lab © 摄影师Sean

项目名称:深圳欢乐海岸喜茶LAB店
设计方:深圳市东木筑造设计事务所有限公司
公司网站:http://www.tomodesign.cn
联系邮箱:tomo@tomodesign.info
项目设计 & 完成年份:建筑改造、景观设计、室内设计、电子艺术装置&2019
主创及设计团队:陈贤栋,肖菲;TOMO東木筑造
项目地址:广东省深圳市南山区沙河街道东方社区滨海大道2008号欢乐海岸曲水湾18栋18-1A
建筑面积:1200㎡
摄影版权:摄影师Sean
客户:喜茶
品牌材料:灰白麻石、银色砂面金属、火山岩、金属肌理砖、岩板、LED透明屏幕 品牌:华汇诚、德赛斯、名人堂

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