LINEWORKS was tasked with reimagining the existing brand to include the feel of a bookstore and a fresh take for the KFC Huada Mall Chengdu.

Commissioned by YUM China, LINEWORKS reimagines and renovates KFC Huada on Wuhou Memorial Temple Street in Chengdu. Catalyzed by the collaboration between Huada Mall and Xinhua Bookstore, the project is an experimental exploration that infuses reading culture with KFC’s existing brand image. The new space speaks to a younger generation of consumers tuned in to the latest trends and healthy lifestyle.

The restaurant is a double storey space which lays out friendly possibilities in terms of floor plan. Under careful designand exact execution, the floor plan not only increases the dining area by 20%, but also creates space for events such as book launch parties and reading club meetings. With a multi-functional space in mind, we choose to employ zig zag staircasesas well as flexible seating arrangements. The result is a trendy concept restaurant, co-reading and co-living on both ends

The ground floordining space is defined by the fire-resistant cement boards and warm-colored oak staircases. A pillar bookshelf embellished with the letter “K” stretches itself along the stairway up to the second floor, reinforcing the brand image. Spacious and cozy, the second floor cafe consists of raised wooden floor, flexible tables, comfortable stools, elegant sofa sets, and a KFC LOGO wall where readers can pin up their notes and posters. The space will soon become the hot spot in town for book-lovers and trendsetters alike.

Designing for influential clients is an exhilarating challenge. Through ceaseless innovations, we seek to further communicate their message and amplify their voice. This project again echoes with LINEWORKS’ values and standards — bold, fun, and always beyond expectation.

Design: LINEWORKS Design Team: Mike Chen, Ciya Qin, Lucky Lu Photography: courtesy LINEWORKS

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