广州喜茶·茶坊首店 山居竹亭 | UND设计事务所

点击收藏 [ 建立属于你自己的在线项目数据库,带你一起进入知识管理时代 ]

喜茶坚持以新中式茶饮传递茶文化,激发茶客的喜悦,探索关于「茶」的更多可能性为初心。循迹来到了茶坊遍地的宋代,喜茶茶坊的灵感亦来源于此。

HEYTEA adheres to the transmission of tea culture through new Chinese tea drinks, stimulating the joy of tea drinkers, and exploring more possibilities about "tea" as its original intention. Following the trail, I arrived at the Song Dynasty, where tea houses were everywhere, and the inspiration for Xicha Tea House also came from this.


作为喜茶门店的分支新店型,以宋代日常饮茶生活仪式为灵感,提炼「纯」和「和」的心智转化为视觉符号。追本溯源探寻更纯粹的茶,为大众提供纯粹的,平和的生活品质,融入日常生活。

As a new branch of the HEYTEA store, inspired by the daily tea drinking rituals of the Song Dynasty, it extracts the concepts of "purity" and "harmony" and transforms them into visual symbols. Tracing back to the origin and exploring purer tea, providing the public with a pure and peaceful quality of life, integrating into daily life.

品牌心智


空间的灵感基于喜茶茶坊的品牌定位,以宋代茶坊为原型,汲取灵感,将廊道和竹亭植入空间进行转译设计。结合品牌视觉元素构成,表达出具有品牌特色的茶坊空间。

The inspiration of the space is based on the brand positioning of HEYTEA Tea House, taking the tea house of Song Dynasty as the prototype, and drawing inspiration, the corridor and bamboo pavilion are implanted into the space for translation design. Combined with brand visual elements, the tea house space with brand characteristics is expressed.






· · 载竹   原坊

体为   型为


为原型转译后表达于品牌视觉及空间构造组成,为载体承接起了品牌端与消费者间之间的链接。

Fang is translated into the prototype and expressed in the visual and spatial structure of the brand.Bamboo as the carrier to undertake the link between the brand and the consumer.


宋代雅致美学、宋词文学、竹坊被置入空间,营造山居竹间的饮茶意境。精致的结构形式,纯粹却细节丰富,高雅凝练的空间语汇,融入自然的生活方式。

The elegant aesthetics of the Song Dynasty, Song poetry literature, and bamboo houses were incorporated into the space, creating a tea drinking atmosphere between mountains and bamboo. Exquisite structural form, pure yet rich in details, elegant and condensed spatial vocabulary, integrated into a natural way of life.





褪去繁复的堆砌

追本溯源地探索


更纯粹的﹁茶﹂

·

·







碰撞  与  平衡

Collision and Balance

吧台区域注重向顾客传递品牌产品精神。不同材料间相互碰撞,竹子与翡翠板通过金属构件交插成坊,亦如同廊亭,出枝微曲取横空之势,随意生发,同时也平衡了形式与功能的统一。

The bar area focuses on conveying the spirit of brand products to customers. Different materials collide with each other, and bamboo and jadeite boards are interwoven through metal components to form a square, similar to a pavilion. The branches are slightly curved and take on a horizontal and aerial momentum, freely growing and developing, while also balancing the unity of form and function.





简练通透

适度

构造精巧

轻松自然

·

·














点取餐区营造层次丰富的空间感受,回归品牌心智对于纯粹和日常的传递,精细凝练的结构穿插结合器皿的展示,品牌视觉元素延展出空间标识系统,用现代的语言作为媒介给予呈现。

The ordering area creates a layered and rich spatial experience, returning to the brand's mindset for the transmission of purity and daily life. The finely condensed structure interweaves with the display of utensils, and the brand's visual elements extend the spatial identification system, presented using modern language as a medium.





室内的感受延展至外摆区,以竹为载体,通过叠放、斜插、连搭、碰撞等形成丰富的构造形式,对立又统一,竹坊的形式得到进一步强化,也为品牌心智的传播提供支持。

The indoor experience extends to the outdoor display area, using bamboo as a carrier to form rich structural forms through stacking, oblique insertion, connection, collision, etc., opposition and unity, further strengthening the form of the bamboo workshop and providing support for the dissemination of brand mentality.






竹型切意

形态并联

取之静美

和合挺立

·

·

















茶饮赛道竞争日趋激烈,如何占领市场心智,提供大众可感知且稳定的产品品质及情绪价值感,在此基础上,空间作为品牌外露终端的载体,承担品牌与消费者沟通的桥梁作用。本次喜茶茶坊的设计输出,通过以纯粹日常的理念,传达品牌心智,持续探索更多可能性。

Competition is becoming increasingly fierce, how to occupy the market mind, provide the public can perceive and stable product quality and emotional value sense, on this basis, space as the carrier of the brand exposed terminal, assume the role of a bridge between the brand and consumers. The design output of this tea house conveys the brand's mind through a pure everyday concept.





名称: 喜茶·茶坊首店 山居竹亭

Name: HEYTEA· The first shop of the tea house is Shanju Bamboo Pavilion


地点:  广州  万菱汇

Location: Wanling Hui, Guangzhou


业主: 喜茶

Owner: HEYTEA


竣工: 2023/11

Completion: 2023/11


设计团队: UND设计事务所

团队主创: 马英康  王润维  张明统 马衍浩   

设计人员: 张明统  郭子欣    

Design team: UND Design Office

Team creator: Ma Yingkang, Wang Runwei, Zhang Mingtong, Ma Yanhao

Designer: Zhang Mingtong, Guo Zixin 


材料: A级灯膜丝印  铝仿真竹  PU石

Material: A-class lamp film silk screen printing aluminum simulation bamboo PU stone


摄影: 小乐

Photography is by Xiao Le

鸣谢: 喜茶团队

Thanks: HEYTEA Team



项目概况
  • 手机扫码分享