The first thing to solve is the project name. When the owner first established its positioning, we thought that the name should be direct and easy to spread and therefore the name \"BEEER\" with one more “E” than “beer” is almost certain. Otherwise , what the one more E means is actually more than one E, which implies a huge amount of information: Enjoy, Energy, Ecstasy, Eden, Enigma ... E is infinite, concise and rich in meaning. Then a VI positioning and design for the BEEER PARK brand was done, which is in one continuous line with the three-dimensional logo rushed out of the door header. The overall color plan is also black and white, and the anthropomorphic symbols of Bill Roaring Beast and Park Roaring Beast IP are designed, aiming to distance itself from peers in communication and identification.
The brand symbol is a long-term growth strategy. Compared with the space, we pay more attention to the real life improvement brought by the project to the local residents, and further exert the brand effect through the space to drive the popularity of the edge area. 接下來就是場域問題瞭。
Next comes the field problem. Qiandeng Lake, well known as the main commercial base in Guicheng, is also famous for its streetscape with skyscrapers. In such a cement forest, there is also an oasis to provide spiritual healing. BEEER PARK, one of the oasis, is located on the first floor of Poly Plaza adjacent to Qiandeng Lake in Foshan financial center. With the relatively marginal location behind Poly Plaza, the owner was particularly worried about the low pedestrian volume in the initial stage. However, solving the problem is also thinking advantages of our designers. The building provides us with an extended single-family expansion space, so the appearance of the building may be a good opportunity to solve the problem of introducing interflow of population. 差異化和對大環境的回應是商業思考的根源，設計方不想與原建築沉穩的外墻磚相協調，相反，我們認為應該從中跳脫出來，於是非黑即白就成為瞭外立面設計的主調性。
Differentiation and response to the backdrop are the source of business thinking. Instead of coordinating the design with the calm exterior wall tiles of the original building, we intend to get out of it, so either black or white becomes the main tone of the facade design. 為回應千燈湖片區這個地理環境，在視覺元素上我們以水波浪為概念的建築皮膚設計，門頭設計依然是BEEER PARK品牌立體風格從建築內沖出，內飾也以水的不同形態為核心元素進行設計。
In response to the geographical environment of the Qiandeng Lake area, in terms of visual elements, we use water waves as the concept of architectural skin design. The design of door header keeps the three-dimensional style of the BEEER PARK brand rushing out of the building, and the interiors are also designed with different forms of water as the core elements.
One of the nodal strategies of the moving line is to use a arc of shadowless lamps shaped like a rippling water surface as the guidance of sight, intentionally filling the entire space to divide focus of the flow of people in the space and radiate from the focus. Whether an L-shaped bar, a self-selected area or a extented area, the guest seat selection has been designed with psychological guidance.
Hollow bricks, stone cages, red bricks, brass, corrugated stainless steel, terrazzo, etc. also guide the attributes of different spaces. And the wine wall, which produces a shocking sense of repetitive sequence, is dramatically called the wine museum by the locals.
For commercial spaces, a design is for the purpose of commercialize operations. Design positioning and benchmarking are the focus of the project in the concept phase. For us, the focus of a design is differentiation, not a certain style of feeling. I prefer to return to the project site at different time intervals after the project is landed, because experience tells me that the landing of a project is not an end, but a real new beginning. The actual operation result of the commercial space is a real test of the design orientation.
▲ 軸測圖 Axonometric Drawing