天然呆 · NATURALV
All kinds of consumption data reports and observation of consumption behavior habits fully show that milk tea shop has become a rising star in the fast-selling catering industry. Milk tea attracts the flow and capital, and also makes the industry competition increasingly fierce. In the center or popular business district of a city, there are no less than 30% tea shops (according to unprofessional statistics). A local slow drink brand approached us recently to build a milk tea shop with commercial value in business districts around Taikoo Li (known as the Universe Center because of its popularity), which is the most popular business district in Chengdu.Comprehensive Factor Analysis
▲ 圖片提供：miniko 探店通過對市場的分析，我們發現，在越來越多的人將“茶”與年輕人或者說資本市場匹配的浪潮中，“品牌理念、產品口感、空間設計”三位一體組成瞭一個好的、被年輕市場所喜歡的“茶鋪”。
Through the analysis of the market, we find that in the trend of tea linking with young people, three factors play important roles in the capital market. They are brand concept, product taste and space design, which make up a tea shop favored by the young market.
品牌本身有明星加持，那麼我們如何利用好區位優勢與對空間的把控力，創造出具有品牌溢價可能性的消費體驗空間呢？The brand itself has the background of star cooperation, so how can we make good use of the location advantage and space control to create the consumption experience space with more added value of the brand?
▲ 開業當天品牌代言人關曉彤蒞臨時現場盛況 圖片提供：天然呆品牌方
▲ 圖片提供：天然呆品牌方如何讓天然呆旗艦店在太古裡商圈的“茶海”裡脫穎而出？How to make the NATURALV flagship store stand out in the tea sea of Taikoo Li business district?如何利用空間本身的特點促進最大化的商業利益轉化？How to use the characteristics of space itself to promote the maximization of business benefits?如何使品牌對資本市場看起來就極具說服力？How to make the brand persuasive to the capital market?另辟蹊徑，許是制勝之道。
A new way may be the way to win.
How to Make a Good Commercial Show with Design
This is a rectangular space with an area of 80 square meters and a floor height of 8 meters. Based on the social space attribute and streaming media attribute of milk tea shop, we try to bury infinite artistic imagination and social possibility in the limited space. With the unique charm of tea and space to lead a tea drinks wave of Y2K people.
The mixture of white, silver and green is the color clue of the space, just as fresh milk and tea mix in different proportions to produce unique taste, and then embellished with vitality orange, showing the first impression of concise, distinct, transparent and eye-catching, which is also an interpretation of brand demand of fresh, unique and energetic. The points, lines and surfaces with colors form rhythmic geometric patterns and blocks, which combine to create a bright and highly recognizable space.
Using the advantage of emptiness, we make geometric segmentation of space and change it into two deep spaces. Then the plane layout planning is extended to the design of vertical space. A triangle area is built with three layers of different functions, and a trickling filter device with a sense of future science and technology runs through the top and bottom, which forms a visual focus with brand culture representation while balancing the space.
The inner wall is covered with a large area of white and silver while the mirror stainless steel and transparent glass reflect the light, which can not only create an open indoor space effect, but also form the light and shadow of dynamic and static virtual reality due to the movement of people, indoor and outdoor light, and weather changes.
What we expect is to create a dramatic sense of space extension within a limited scope, so that people who enter the room, whether sitting or walking, can obtain rich visual feelings and interesting space moving experience.
Different from the surrounding stores, we use the whole large uncut glass as the external facade (only Apple store in Taikoo Li adopts the same design method), and back the screen into the indoor space, wrapping the indelible columns, beams and other housing structures. In the city center with a huge flow of people, it can communicate with people to the maximum extent.
If you pass in front of it, you may be attracted by the trickling filter device in XXXXL size, thus generating your impulse to find out. When you step into it, you will be led by the playful moving line planning to the second and third floors.
We have made a three-layer space partition here, expanded the original capacity, and also launched the social function of a milk tea shop. The first floor is mainly for people waiting and drinks preparation. Along the wall, benches with public properties are made on site to provide a rest area for consumers waiting. The operation space that can be seen from the opposite can also bring great security to diners.
Going up, there are two open spaces with different attributes. There is a bar on the second floor, with silver decorative walls and neon colored lights... It can be transformed into a mini-bar at any time.
In addition to setting up spots for taking photos on the third floor, an area was also built to show the brand related products, which considered the commercial possibility in the future. When you look down from the third floor, you can have a magical visual experience. We abandon the traditional way of setting tables and chairs, so that people can have a casual conversation in the way of sitting high and low, which virtually improves the social attribute of the space.
As for the design strategy of this space, we follow the concept of tea shop evolved into social space, which has been developed by predecessors, and make use of the importance of social network in the retail industry and the social needs of consumers in the real society to create a space that can meet the spiritual, visual, taste and other multi-dimensional sensory experience.
We try to transform abstract art and brand culture expression into perceptible space language by giving space bold and avant-garde posture and triggering new imagination of senses and structure. When these are perceived by people, they are also connected with the brand, and the purpose of increasing business benefits is also achieved. - 項目平面圖 -