深圳欢乐海岸喜茶LAB店
-

项目名称 Project Name: 深圳欢乐海岸喜茶/LAB店 HEYTEA LAB (Shenzhen OCT Harbor Store)

参展机构Company : 東木筑造 /TOMO DESIGN

客户 Client : 喜茶 /HEYTEA

创作年份 Year : 2019

摄影 Photographer : 肖恩/Sean

 

 

项目创作背景

Project Background

 

消费力的提升和数字化的便利,推动着新兴的消费模式和消费力量的嬗变及成型,中国正加快步入新的消费时代。在新消费力量涌动,新消费主义盛行的今天,如何协助喜茶这一当红的新式茶饮品牌传递个性主张,一展其在品类创新、体验创新、业态集合上的商业战略姿态,迅速敏捷地优化每一个可能的消费接触点,营造沉浸式的互动消费体验,成为東木设计担纲深圳首家喜茶LAB旗舰店创作时的核心逻辑。

 

The improvement of consumption and the convenience of digitization have promoted the transformation and formation of new consumption patterns and consumer groups. China is accelerating its entry into a new era of consumption. Today, in face of the new consumer groups and new consumerism, how can we help Heytea, a popular new tea brand, to convey its individuality and to demonstrate its business strategies in product innovation, experience innovation and business integration? Optimizing every possible consumption procedure and creating immersive and interactive consumer experience are the basic logic for DOME DESIGN in the design of Shenzhen Heytea Lab.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

喜茶团队与東木筑造设计机构,联合打造了深圳第一家“沉浸式体验园林”LAB旗舰店。设计师需结合喜茶这个大IP打造符合其cool(酷) zen(禅意)inspiration(灵感) design(设计) 这四个理念核心。

 

HEYTEA and TOMO Design jointly created a Modern Garden —— the first HEYTEA LAB in Shenzhen. The designers should create a design that combines four ideas – “Cool, Zen, Inspiration and Design”, associated with the brand Heytea.

 

本案基于喜茶对深圳首家LAB旗舰店的市场定位与商业逻辑展开,是一次洞察喜茶消费者内在思维的设计探索,捕捉了从商品消费转向体验消费、社交消费的过渡与融合,致力于满足消费者对场景体验的全新想象。

 

According to its market positioning and business strategies, Shenzhen Heytea Lab is designed as the first flagship store in the city. It is a successful practice based on the analysis of the current consumption habits and trends. By integrating commodity and experience with social function, Shenzhen Heytea Lab is devoted to providing brand new consumption experience.

 

 

创作过程&结果呈现

Creation Process & Result

 

本案结合深圳科技元素,营造电子沉浸体验,以园林为“形”,体验为“境”。通过意境、未来、灵感三个维度,营造出集科技抽象景观体验感为一体的“沉浸式体验园林”。東木与喜茶运营方研讨合理的商业规划,通过激活园林、室内设置5大实验室来满足空间体验。

 

Based on the sci-tech atmosphere of Shenzhen, TOMO aims to provide brand new e-experience in the garden-like lab. Here artistic conception, future and inspiration are combined together, creating an “immersive experience garden” which integrates sci-tech and landscape experiences. Tomo discussed with Heytea operation department, a reasonable commercial planning is worked out that five labs are activated to satisfy consumer experience.

 

庭院景观---设计师带着整体性的思维,以极简的手法营造庭院景观,造就了明朗和开阔的贯穿格局。

空间内部界分为五个不同的实验室,分别是位于一层的周边实验室、制冰实验室、甜品实验室、插画实验室,以及位于二层的茶极客实验室。

 

Courtyard Landscape

With a holistic perspective, the designer creates a courtyard landscape with minimalist skills. The interior space is divided into five different laboratories: the peripheral lab, the ice-making lab, the dessert lab and the illustration lab on the first floor as well as the tea geek lab on the second floor.

 

楼梯---楼梯以极简几何形的构成方式穿过中空,引流顾客在一二层的不同实验室之间往来,同时它也是作为艺术装置的存在,占据着空间的视觉核心。

 

Staircase

The geometric staircase leads customers to different labs on the first and second floors, and it is also the visual center of space.

 

 

如何理解项目与“人文湾区∙温暖的设计”这一主题的关联性?

How does the project reflect the exhibition theme "Cultural Bay Area • Humanistic Design"?

 

面对复杂的项目背景和商业环境,设计师创作逻辑建立在品牌对消费场景体验化的洞察之上,超越常规的设计参照,在解构消费人群需求层次与情绪符号的基础上,延展喜茶在消费升级层面的商业价值发挥空间,谋略规划运作,实现独到创意,用设计创造空间价值和全新体验。

 

Facing the complex background and business environment, the designer is based on the insights of the consumption experiences that the brand will bring to the consumers. The design goes beyond the conventional reference system, deconstructs the consumers’ demands and feelings, and extends the potential value of Heytea in the background. Finally, by planning and operating, DOME has successfully created the space value and new experiences with unique creativity.