CHENGDU SUPER CREATION DESIGN

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◣ THE WHOLE SOLUTION OF BRAND UPGRADING

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江南院子里的火鍋——遠山炭火火鍋

 

 

/ 基礎信息 Basic Information

 

名稱:遠山炭火火鍋

地址:成都市武侯區玉林西路167號

設計:素派創意

攝影:牧之

 

/ 作品獲獎 Awards

 2015中國•成都第十六屆建筑裝飾空間藝術設計大賽銀杏金鳥工程類餐飲空間金獎 

 

/  設計說明 Design Specification

 

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《寫意遠山》

 

庭中繼來花院香,

竹柳堆煙,

洞中無重幕;

江南煙雨過食處,

圍爐夜話,

音律耳郭入;

 

徽州小景檐屋木,

頰齒留香,

煮意惹人妒;

玉液細酌杯盞觸,

微醺思遐,

遠山寫意述。

 

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成都是舌尖上的美食天府,全城大大小小有11條美食街,其中首指玉林路。在這片城南傳統富人區中,火鍋店的數量更是有幾十家之多,餐飲業態在味道上無法形成任何優勢,此時,設計導向就尤為重要了!

 

Chengdu, also known as Paradise of Food, has eleven various gourmet streets in total whereas Yulin Road is the most famous one. In thissouth area of the city where the rich normally gathered, there are dozens of hotpot restaurants leading to fierce competition. Hence, designother than tasteis becoming increasingly important for businesses.  

 

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山炭火火鍋的食材來自西昌遠方的大山,崇尚環保和綠色的經營理念在油爆火鍋的群聚中釋放健康的吸引;而緊密嫁接火鍋的是遠山品牌旗下的FM酒吧項目,與火鍋店對門相鄰,一食一飲,一靜一動,跨界的創新引入,體現商業的多元!

 

The Faraway Mountains (FM) Charcoal-fired Hotpot Restaurant has its sources purchased from big mountains in Xichang (a city in South Si-chuan)and stands out among its kind with its environment-friendly and healthy operation principles. And the FM Bar next door, also investedby FM Corporation,has brought in innovative factors to display the diversified business structures.

 

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空間是商業和品牌的實際載體,就品牌識別而言,商業空間設計在形態、色彩、線條對整體項目的環境統一把控,提高商業項目品質。我們從項目定位、商業策略、品牌識別、空間格調、差異化利基等方面都進行了梳理,在商業創新上革一場火鍋的命!

 

Space is the carrier of businesses and brands. Thus, a successful business space design plans the forms, coloring and lines as a whole toenhance brand recognition. To do that, we initiated an innovation in project positioning, business planning, brand recognition, space stylesand common interest based confrontation for the FM case.

 

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  江南院子里的火鍋店

Hotpot Experience in A Picturesque Scene

 

來到遠山的食客們,都第一眼被空間場所吸引,建筑層疊、出入有致、空間交錯、明暗通透,一組組寫意江南的小品構筑了遠山火鍋的整體空間形態。青黑石板的地面,徽派意景的內膽建筑,貫連有秩的窗洞門廊,灰白磚墻,竹林小景,風古舊木,流蘇吊燈,還有堂中一棵枝丫重疊穿頂而立的大樹,那一種寫意和灑脫的場所氣質調動著食客們的心悸,此一回江南院子里的火鍋也獨居風雅。院、園、宅,一入一出,人、物、境,交疏吐誠,此時此刻,才剛剛漸入佳境……

 

At the first sight of it, our customers are amazed by stacked-up and interweaving structures and mixed lighting and shades, lost in this pi-cturesquescene: dark green stone-paved floor, architectures of Hui style, orderly windows and porches, light grey brick walls, bamboo bu-shes, wooden decorations, fringed chandeliers and an uprising tree standing in the middle of the hall. This solitude and poetic atmospheretouched the ones in it and makes the dining experience here unique and elegant.

 

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空間定調在新中式古典院落,即刻將火鍋業態的差異化做到極致,想不到,沒想到,設計詮釋品牌的內里,空間表述商業的外形,下筆鋪陳轉合,敘事婉約靈動,設計的精妙亦在于此。

 

We adopted the New Chinese Style for the FM case to make it stand out among its peers. Our design not only tells the story about the b-rand but also forges the look of the business. This is where the essence of design lays.

 

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  照相館中的火鍋店

Hotpot in A Photo Studio

 

品牌價值提升商品價值,商業策略支撐后續經營,經商拼智,善謀應市,一切設計上的思考都為應市。遠山不是簡單的火鍋店,而被食客們戲稱為“火鍋主題照相館”?;ヂ摼W+思維模式,自媒體時代,主動營銷不如口口相傳,我們在本案的設計中植入多個節點,讓食客成為宣傳出口,讓傳播成為可能實現!

 

Brand sells while business plans support the ongoing operation. Market-oriented design is the key to success. The FM Hotpot Restaurantis not onlya restaurant. It is also called the Hotpot-themed Photo Studio by its customers. We understand that customers’ experiences sp-eak louder than our marketing ads. Thus, with the advanced Internet links and a few wise designs, we make sure that our brand should tr-avel far and fast.

 

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除了空間本身的高分享值,更多節點的考慮更增添了傳播的價值。食來食往,驚喜到餐碟的別致,厚重的鵝卵石、粗質的瓦礫、古樸的瓦當,乘起精致的菜肴,你會忍不住拿起相機;等待鍋開,你不會空棧相望,一枚沙漏計時徒增待餐趣感,你會忍不住拿起相機;試管瓶的調味料、嵌入天花的舊門板、攀附墻壁的八仙桌、長條凳、衛生間玩笑的小人導視,你都會忍不住拿起相機……分享即是價值,傳播即是口碑,私享設計工社讓空間自承和內部裝載都構成有力的傳播!

 

Aside from our appealing space designs, delicate dishes served with exquisite plates draw the customers to take out their cameras forphoto shooting. Just wait till the pot boils and let the hourglass timer entertain you. There are more, the tube-shaped seasoning vessels,the worn doors, the Chinese traditional tables and benches and little figure guide jokes in rest rooms. Everything about it goes posted a-nd shared instantly. SXD is happy to make all this happening with its innovative designs.

 

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  體驗關懷的火鍋店

Hotpot Restaurant Offering Unique Experience

 

體驗式經濟模式,購買目的被消弱,感受氛圍、愉悅心情,隨即產生輔助消費?,F代餐飲空間尤為注重客戶體驗,食客們在雙重感受獲得的滿足里,才會產生正向的積極傳播。

 

To experience other than to purchase helps encourage consumption by enabling customers to feel the atmosphere and enjoy the moment.The Modern restaurant space designs especially value the experience of their customers. Positive outcome only happens when the custo-mers are satisfied both physically and mentally.

 

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在遠山,空間本身的視覺高值給你帶來不同以往的就餐體驗,銅鍋圍爐也可以風尚雅集;卡座相鄰,別有洞天又兩不相饒,穿過六棱窗洞,看到鄰家美麗的女孩;食畢之后,感嘆那一桌來自遠方深山的鮮美,流連而興不盡,方知這里的一切除了桌椅房屋,任何喜愛的東西都可以買回家細細品嘗,火鍋店中的冷鮮超市,滿足食客的一切訴求;排隊待入的食客們,FM酒吧小坐,品一口德國啤酒,聽一曲歡快愉悅,再也不用看著別人狼藉饕餮,而自己捧著一把五香瓜子。在遠山,享受的是一天的放松,品嘗的是味蕾的綻放,體驗的是無不的可能!

 

The fascinating space design at FM Hotpot brings fresh experience to customers. They could either sit around a bronze pot or on moderncomfortable seats. The traditional and modern elements in the design enrich our visions while leaving each other undisturbed. Here eve-rything is for sale except for the tables, chairs and the building. Anything you like may go home with you. All dishes are served fresh, cater-ing to various diners. If you are in the queue waiting for your turn to be seated, the FM Bar is right at the next door. A beer and the music willjust have you relaxed from a day’s work. What an amazing experience!

 

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THE WHOLE

 

SOLUTION OF

 

BRAND UPGRADING

 

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