谷仓库 Grain Warehouse


新中式快餐品牌至味优粮线下店空间形象与站点设计 北京

SI System Design for Brand New Chinese Fast Food ZWYL Offline Store and Satellite Store Design, Beijing

至味优粮 – 味 – 谷仓库, 北京, 2018

ZWYL – Flavor – Grain warehouse, Beijing, 2018

谷仓

谷仓库,作为新中式快餐的领军品牌“至味优粮”的首家线下店,亦作该品牌实体店模块化空间识别系统规划的首个线下测试站点,为人们近距离接触与了解该品牌的产品内容,特征与特质提供了开放而充满活力的体验场所。

Grain warehouse, an offline store of a leading online brand of new Chinese fast food ‘Zhi Wei You Liang’ in mainland China, is its very first self-owned satellite station testing on the SI system design for future development. The space was designed as an open and vibrant place where people can get together, develop a close understanding of the product characters and brand spirit.

空间配比

与“至味优粮”的产品研发部与视觉形象设计团队紧密合作,SI系统的规划在适配主营产品生产流程,制作工艺的基础上,优化各核心功能区的空间配比(K+P)。并将重要工作界面之一的打包环节外置纳入公共体验区,给予顾客更直观产品感受的同时扩大公共体验区的模块占比。

Working closely with the product R&D Department of ‘Zhi Wei You Liang’ and the visual image design team, the planning of its store identity system optimizes the spatial proportion of each core functional area(K+P)on the basis of adapting the production process and manufacturing technology of the main products. And one of the key work interfaces of packaging is regulated into the public area, giving customers a more intuitive product experience while expanding the proportion of modules belonging to the public.

模块化组合

首创的内置式多功能保温车的引入满足了这一构想的实现。结合定制生产的结合照明功能的异形吊顶的呈现,吊挂谷堆的空间形象概念被引入。其将公区空间进行软性划分的同时,引导室内外人流直达体验空间的视觉焦点。由此概念衍生形成的多样陈列元素进一步强化整体空间形象,满足产品外卖提取,储存与展示需求,也界定着不同行为的活动范围。同类型的空间划分元素可按未来实体店不同空间的不同功能需求进行构件化生产与模块化组合,以应对未来多变的场景需求:如线下堂食,新品试吃,衍生品零售,新生培训讲堂,优粮客厅等。

The introduction of built-in multi-function heat preservation vehicle satisfies the realization of this idea. Combining with the prefabricated ceiling with integrated lighting function, the concept of hanging grain heap is proposed to shape a continuous public space. While at the same time, it guides the human flows inside out into the visual focus without a doubt. Various display elements derived from this concept strengthen the overall spatial image further, meeting the needs of online &offline takeaway, temporary storage and flexible display, and also help to define different zoning of behaviors.The same type of space dividers can be component and modularized according to different functional requirements of changing scenarios in the future, such as: offline dining, trial of new product, food derivatives showroom, new staff training, You Liang living room, etc.

店里店外

店面店招的设置秉承该品牌一贯的极致原味与科技为人的治业精神,设置细致比例精巧的夜明标识墙与落地窗对应新中式快餐量化精准的口味调配。不同于一般快餐品牌的海量广宣策略,临街面大比例可休憩橱窗的设置,将人的活动作为传递空间形象的灵动因子,渗透出“味”以人为本理解的同时,为谷仓内部空间的体验带入多彩的自然光变化与葱郁多娇的环境色。

The shopfront is set up in accordance with the brand’s consistent spirit of extreme original taste and embracing of new technology. The concise proportion of the luminous sign wall and floor-to-ceiling window corresponds to quantitative and accurate flavor blending of new Chinese fast food. Different from the mass publicity strategy of general fast food brands, the setting of large proportion of resting window facing the street takes human activities as the crucial element of the public image, sending the understanding of customer oriented ‘flavor’, and brings colorful natural light changes and delicate lush environment color into the experience of the interior space of the Barn.

SI系统设计 SI Design: ABAR 是吧

主创设计师 Chief Designer: XIA SU 苏夏

业主 Client: 优粮生活

品牌 Brand: 至味优粮

站点地址 Site Location: 北京

年份 Year: 2018