項(xiàng)目名稱:蛙小俠-廣西南寧航洋店餐廳設(shè)計(jì)

主創(chuàng)設(shè)計(jì)：楊振鈺、梁寧森、吳岫微

設(shè)計(jì)團(tuán)隊(duì)：胡僑、古聳宇

業(yè)主團(tuán)隊(duì)：遲坤、蒲恒光、韋菊惠

設(shè)計(jì)周期：2021.1-2021.4

竣工：2021.8

項(xiàng)目地址：廣西南寧市民族大道航洋國(guó)際4層

面積：300㎡

主材：定制環(huán)氧樹(shù)脂瓦片磚、沃克石瓷磚、美巖板，木飾面，木紋貼膜，噴砂不銹鋼

裝置制作：藝和園

業(yè)主：蛙小俠

翻譯：柯清雅

攝影：小云

雨中的武林

Wulin in the Rain

蛙小俠“俠風(fēng)”主題店，南寧

The Kungfu Froggy with the Hero Theme, Nanning

蛙小俠是餐飲行業(yè)中牛蛙品類的頭部品牌，在文化輸出上致力于“俠風(fēng)IP”的打造，南寧餐廳設(shè)計(jì)以此為基礎(chǔ)，蛙小俠擁有獨(dú)特且統(tǒng)一的視覺(jué)調(diào)性。隨著時(shí)代的發(fā)展、消費(fèi)者習(xí)慣的變化，蛙小俠也在“俠風(fēng)IP品牌”中不斷的探索新的可能。

The Kungfu Froggy is the leading brand of bullfrog dining in the catering industry. Its restaurant culture is based on the intellectual property of “Kungfu Hero”, so the brand has a unique and consistent visual identity. As the times go and consumer habits change, the Kungfu Froggy is exploring new possibilities in its IP of “Kungfu Hero”.

南寧航洋店是品牌開(kāi)設(shè)的第一家門(mén)店，對(duì)于品牌來(lái)說(shuō)意義非同一般。作為餐飲品牌向文化餐飲品牌升級(jí)的首站，品牌方?jīng)Q定回到起點(diǎn)，南寧餐廳設(shè)計(jì)將具有紀(jì)念意義的首店進(jìn)行形象更新，作為煥新的第一站。

The first Kungfu Foggy restaurant opened inHangyang International City, Nanning and it is of great significance to the brand.It is the first stop to upgrade it into a restaurant brand with culture. The brand decided to go back to where it began and renew the image of the monumental first restaurant.

武俠的視覺(jué)觸感

Haptic Visuality of the Kungfu Hero

俠是什么？

What’s the Kungfu Hero?

關(guān)于俠，不同的人對(duì)于俠有不同的想象和理解，可能有江湖、山林、竹海、客棧等場(chǎng)景，南寧餐廳設(shè)計(jì)也會(huì)有諸如豪爽、清冷、飄逸等關(guān)于俠客性格的印象，甚至于笛聲、水滴聲、蟲(chóng)鳴等聲音的想象……“俠”是一種精神，而非一個(gè)具像的形態(tài)。本項(xiàng)目的重點(diǎn)也在于如何將抽象的“俠”的精神，轉(zhuǎn)換為可被感知的具象形態(tài)和空間感受。

Different people have different imaginations and understandings about Kungfu Heroes, who may appear in scenes like the Jianghu (the circle of martial arts), mountains, bamboo forests, vagabonds’ inns, etc. There are also character impressions of them being forthright, cool, ethereal and so on, or even sound associations such as the flutes, water drops, insects, etc. “Kungfu Hero” represents a spirit, rather than a figurative form. The focus of this project is to transform the abstract spirit of “Kungfu Hero” into a perceivable and figurative form and spatial experience.

“視覺(jué)觸感”是一種電影的拍攝手法——顆粒狀的、比較模糊的、甚至觀感愉悅的一些畫(huà)面，激發(fā)觀眾的對(duì)于感官的回憶：比如看到水，我們會(huì)回憶起自己的幾種感官接觸到水之后的記憶，從而形成一種基于視覺(jué)的觸感。MOC從視覺(jué)觸感的手法中獲得靈感，南寧餐廳設(shè)計(jì)嘗試將“俠”轉(zhuǎn)換為具象的場(chǎng)景。

“Haptic visuality” is a cinematographic technique – grainy, blurred, or even pleasant images that stimulate the viewer’s memories of the senses. For example, when seeing water, we recall several senses with water and it results in the haptic visuality. Inspired by this approach, MOC attempts to convert the concept of “Kungfu Hero” into a tangible scene.

電影《一代宗師》雨中打斗場(chǎng)景

The rainy fight scene in the movie of The Grandmaster

在武俠影視作品中，無(wú)數(shù)的經(jīng)典場(chǎng)景是發(fā)生在雨中的，MOC希望通過(guò)“雨中的武林世界”作為概念進(jìn)行空間設(shè)計(jì)，南寧餐廳設(shè)計(jì)以此讓雨中場(chǎng)景成為一種“視覺(jué)觸感”，使蛙小俠的品牌故事與俠義精神產(chǎn)生更為深度的綁定。

In martial arts movies, a great number of classic scenes take place in the rain. MOC wants to design the space based on the concept of “Wulin (the Martial Arts World) in the Rain", so a scene in the rain would bring in the “haptic visuality” to deeply connect the brand story of Kungfu Froggy and the spirit of Kungfu hero.

南寧餐廳設(shè)計(jì)店鋪入口展面分布雨景意境區(qū)，以真實(shí)的落雨場(chǎng)景結(jié)合線性燈光，中間穿插半透明的玻璃磚造型，構(gòu)成一幅雨中的畫(huà)卷，將“雨中的武林世界”在入口處就直白地展現(xiàn)出來(lái)。

The rain scene at the entrance of the restaurant is designed with real rain and linear lighting. Interspersed with translucent glass tiles, it forms a painting in the rain, putting on the show of “Wulin in the Rain” right at the entrance.

入口概覽

Entrance

水景裝置細(xì)節(jié)

Details of the rain installation

南寧餐廳設(shè)計(jì)考慮到用戶體驗(yàn)感，避免水花濺濕用餐人群，餐區(qū)使用鋼繩結(jié)合燈光構(gòu)成雨景中的用餐場(chǎng)景

Steel ropes and lights are used in the dining area to create a dining scene in the rain, which is a great experience for users without the water splash.

結(jié)合IP形象和品牌色彩，入口處的格子可內(nèi)置IP公仔，陣列式的布置構(gòu)成的震撼感明晰的傳達(dá)出品牌核心IP形象。

The brand IP mascots can be placed in the cube wall that reflects the IP image and brand colors. The array arrangement forms a clearly overwhelming impression and conveys the core IP image of the brand.