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
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.
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.
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.
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