喜茶虹桥新天地店 | 本土语境与现代商业的融合_餐饮空间_设计案例作品

发布时间：2019-07-25 22:33:42 {{ caseViews }} {{ caseCollects }}

设计亮点

彩色砂浆模拟传统夯土材料，呈现现代感与本土文化的碰撞。

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知行Design

品牌是一种能与大众进行沟通的文化传播媒介。我们选择空间这种在载体，如何在喜茶多元化的专属空间形象中，探寻本土中坚型新生代茶饮品牌的内核，传达先锋、前瞻的品牌形象，成为本案的中心议题。

A brand is a cultural communication medium that can communicate with the public. We choose the space as the carrier. How to explore the core of the local backbone new generation tea brand and convey the pioneering and forward-looking brand image in the exclusive space image of tea preference diversity, which has become the central issue of this case

以“灵感之茶”的产品定位作为延展，DAS Lab试图搭建“地域符号与当代商业”的空间语境关系。

Extending the product positioning of "inspired tea", DAS Lab tries to establish the spatial context relationship between "regional symbols and contemporary business".

其三部分构成本案设计逻辑：1、国际化审美标准与地域符号的本土性、当代性；2、商业空间形象高识别度的记忆点；3、空间建造材料与工艺的可复制性。

The three parts constitute the design logic of this case: 1. The native and contemporary nature of international aesthetic standards and regional symbols; 2. 2. Memory points with high recognition of commercial space image; 3. Reproducibility of space construction materials and processes.

空间由银灰调不锈钢材质作为基底，与大面积墙顶彩色砂浆材质的碰撞是该空间商业绩效与文化价值取向的平衡。

The space is made of silver-gray stainless steel as the base, and the collision with the color mortar on the top of the large wall is a balance between the commercial performance and cultural value orientation of the space.

该场所彩色砂浆模拟了民间传统材料“夯土”，与充满轻盈之态的空间对比出一种极具现代感的苍劲。隐喻了东方地域性符号的克制与释放。

The site's colored mortar simulates the traditional folk material "rammed earth", which has a very modern vigor compared with the space full of lightness. It is a metaphor for the restraint and release of Oriental regional symbols.

该空间的空间构想是从一个剖面开始的。光线将通过建筑幕墙的矩形窗洞投射進内部，挑高的斜面形成了新的建筑形态。设计师希望这种修正本身产生的能量有助于人们再次认识空间的界限，身体的感知。

The spatial conception of the space starts from a section. Light is projected through rectangular window holes in the building's curtain wall, and the elevated inclined plane forms a new architectural form. The designers hope that the energy generated by the correction itself will help people to recognize the boundaries of space and the perception of the body again.

「本土」是对东方语境、地域文化与商业绩效充分理解下的回应，这种回应释放了“本土性”最为肆意、自然的天性。同时，充满现代感的空间语境令不同层面的消费者对喜茶有了更为有效的感性阅读。

"Native" is a response to the eastern context, regional culture and business performance, which releases the most wanton and natural nature of "native". At the same time, the space context full of modern sense makes different levels of consumers have a more effective perceptual reading of xi cha.