粤食佳

Yue Shi Jia

 

北京三里屯店

 

 


Words 

by

粤食家

Published 

on 

1-1-2022

Design

by 

IN.X

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

“比起雕琢空间,帮助品牌找到自己的差异化基因是本次设计的核心策略,它确立当下并给予未来很长一段时间内品牌将去往的方向。”

"Rather than sculpting space, helping brands find their own differentiated genes is the core strategy of this design. It establishes the present and gives the direction the brand will go for a long time in the future."

 

2022年2月,粤食佳北京三里屯店新装,创始人携手IN.X屋里门外设计师吴为——打造京城品类粤味典范之外,他们也走完了一次推演品牌基因的旅程,找到了融合演绎后,只属于粤食佳的“店味”。

In February 2022, Yueshijia Sanlitun store in Beijing was newly decorated. The founder joined hands with IN.X interior and exterior designer Wu Wei to create a model of Cantonese flavor in the capital category. They also completed a journey of deducing the brand genes and found After the fusion interpretation, it only belongs to the "store taste" of Cantonese food.

 

 

 

01

店味

身居都市,回望自然

shop taste

Living in the city, looking back at nature

 

自然是山川

也是人情风物初生、变迁之路

nature is mountains

It is also the road to the birth and change of human feelings and customs.

 

粤食佳这张新底片上,设计师将昨日风情声色悉数纳入场景并为其开新,对餐厅的场景氛围的构建更优先于实体细部的雕琢。

On this new film of Yue Shijia, the designer incorporated all the sensuality and sensuality of yesterday into the scene and opened a new one for it. The construction of the scene atmosphere of the restaurant was given priority over the carving of physical details.

 

20世纪80年代,打拼一天的广东城建者涌入骑楼廊下排档,煲中食材在极高温度的烧焗下发出诱人的“嗞嗞”声(粤语音即“啫啫”)。自此,快捷、浓郁、鲜美的啫啫煲成了坊间上佳的果腹物。

In the 1980s, Guangdong city builders who worked hard all day flocked to the stalls under the arcade corridor, and the ingredients in the pot made a tempting "sizzling" sound (the Cantonese pronunciation is "啫啫") under the extremely high temperature. Since then, the fast, rich and delicious kebab has become the best fruit in the market.

 

与此同时,上世纪的殖民岁月已成一场百年旧梦,与着色迷醉的南洋往事杂糅,一同融入了广东变迁城记的历史底色,在不间断的碰撞和折中里,应运而生的众多“新文化”神采飞扬,粤食佳便是其中一味。

At the same time, the colonial years of the last century have become a century-old dream, mixed with the fascinating past of Nanyang, and integrated into the historical background of Guangdong’s changing city. "New Culture" is in high spirits, and Cantonese food is one of them.

 

在三里屯人潮涌动的街边,铜色玻璃移门里霓虹浮动、溢彩氤氲,驻足而入,即可乘着逆流的时光赴一场历史旧忆、烟火人情的约。

On the crowded streets of Sanlitun, the copper-colored glass sliding doors are filled with neon lights and colorful colors. If you stop and enter, you can take the time against the current to go to an appointment with historical memories and fireworks.

 

 

 

02

设计

构筑味觉空间的烟火人情

Design

The fireworks that build the taste space

 

空间决定了人和场所相遇的方式

以及相遇后产生的化学反应

Space determines how people and places meet

and the chemical reaction that occurs after the encounter

 

坡屋面在彻底拆除内部原有构件后显现,利用这一“缺陷”,设计师直接将坡面较低的区域作为一层空间挑空预留,高处则随形悬挂轻质板材包藏管线,同时为二层空间带来简洁开阔的天花视觉。另将曾经正对入口的扶梯改至空间一层,让出开放通透的完整区域,吧台紧邻扶梯,扶梯又与二层通道构成回廊,令整个动线趋向合理、优雅。

The sloping roof appeared after the original internal components were completely demolished. Taking advantage of this "defect", the designer directly reserved the area with the lower slope as the first floor space, and hung the light board to hide the pipeline at the height. At the same time, it brings a simple and open ceiling vision to the second floor space. In addition, the escalator that used to be facing the entrance was changed to the first floor of the space, leaving an open and transparent area. The bar is next to the escalator, and the escalator and the second-floor passage form a corridor, making the entire circulation tend to be reasonable and elegant.

 

整体梳理后,设计师的重点转向餐厅的“人情味”。基于中央开放的两层空间,7个包厢分散设置在一楼和二楼侧面,合理利用面积之外,打破了严格区域划分的死板形式。

After the overall review, the designer's focus turned to the "human touch" of the restaurant. Based on the two-story open space in the center, 7 boxes are scattered on the sides of the first and second floors, making rational use of the area and breaking the rigid form of strict regional division.

 

结构立柱与非通顶隔断墙结合区域划分,自然分隔散座区,客人与客人之间隔而不断,烟火声色共同纳入整个餐厅,人的气息相生流转,依稀可见旧时排挡络绎喧闹的盛景,与城市的疏离感决然不同。

The combination of structural columns and non-top partition walls is divided into areas, which naturally separate the seating areas, and the distance between guests and guests is constant. The sound and color of fireworks are integrated into the entire restaurant. The sense of alienation in the city is decidedly different.

 

至空间细部与器物选定阶段,创始人参与了这一过程——红绿杯碟、绯色桌巾、织锦椅面、狮头绣球、花砖双喜......对器物和色彩自然流露的倾向性成为了设计师挖掘品牌基因的另一入口,沿着这一脉络向前,南洋与岭南风情中的明艳色彩沉入底色,民俗文脉跳脱出符号演绎或刻意当代化,落落大方地装点空间,与现代材料融合辉映,直白而准确地击中人心。

人情风物交融,在场所中激荡出独一无二的烟火气,粤食佳的场所精神也就此达成。

From the stage of space details and objects selection, the founder participated in the process - red and green cups and saucers, crimson tablecloths, brocade chair surfaces, lion head hydrangea, tile double happiness... Naturally revealing objects and colors The tendency of the designer has become another entrance for designers to tap the brand gene. Along this vein, the bright colors of Nanyang and Lingnan styles sink into the background, and the folk culture jumps out of the symbolic interpretation or deliberately contemporary, and it is graceful and generous. It decorates the space, blends with modern materials, and hits the heart directly and accurately.

The fusion of human feelings and customs creates a unique firework atmosphere in the venue, and the spirit of Cantonese food is also achieved.

 

 

 

03

基因

策略为先,设计为后

Gene

Strategy first, design last

 

空间永远不可能脱离品牌而独立存在,对于粤食佳而言,品牌基因一度如沧海沉珠未被挖掘,设计师正是要通过空间构筑的过程帮助品牌找到并呈现其精神内核。后疫情时代下,对于重投入的餐饮行业而言,能以较低成本撬动品牌升级并达到超出预期的效果,对于品牌和市场而言都是更优选。

Space can never exist independently of the brand. For Yueshijia, the brand gene was once undiscovered like a pearl in the ocean. The designer wants to help the brand find and present its spiritual core through the process of space construction. In the post-epidemic era, for the heavily invested catering industry, it is more preferable for the brand and the market to be able to leverage brand upgrades at a lower cost and achieve results that exceed expectations.

 

从对餐饮品类的研究到对地域文化的演绎梳理,再到激发创始人在整个设计过程中的参与度,“店味”也在这种多向奔赴中逐渐从迷雾中显现出来,对于吴为来说,设计更多是成功策略后因势而为的自然流露,只需整理表达,其义便可自现。

From the research on the catering category to the interpretation of the regional culture, to the stimulation of the founder's participation in the entire design process, the "store taste" has gradually emerged from the fog in this multi-directional rush. For Wu Wei In other words, design is more of a natural revelation of a successful strategy, and its meaning can be self-realized as long as it is organized and expressed.

 

灶上砂锅沸腾,密集的油脂清脆爆裂;京城老饕顺着鳝鱼段中间的脊骨将鱼肉咬下,弹性肉质对牙齿一瞬间的反抗后,是随着鱼肉破裂涌出的凝实鲜味......

历史悠然,千帆过尽,堂内华彩余辉氤氲,相似的是烟火气里生生不息的至味人情。

The casserole on the stove is boiling, and the dense oil bursts crisply; the old glutton in Beijing bites down the fish meat along the spine in the middle of the eel section. After the elastic meat resists the teeth for a moment, it is the solid umami that bursts out with the fish meat. ......

The history is leisurely, the thousands of sails have passed, and the afterglow of the hall is full of colorful afterglow, similar to the endless human feelings in the fireworks.

 

 

 


项目信息

项目名称:粤食佳北京三里屯店

项目地点:中国 · 北京

项目面积:580 ㎡

室内设计:IN.X屋里门外设计   

设计主创:吴为

公司网站:www.inxid.com

室内陈设:金升旭 应折光 宋江丽 

设计团队:贾琦峰 周勇 刘晨阳

灯光设计:朱海燕

项目摄影:高腾云

项目视频:肖石明

项目策划:楽品牌策略机构

文案策划:NARJEELING那几岭

 

Project Name: Yueshijia Beijing Sanlitun

Project Location: Beijing, China

Project area: 580 ㎡

Interior design: IN.X interior and exterior design

Designer: Wu Wei

Company website: www.inxid.com

Interior Furnishings: Jin Shengxu, Ying Refraction, Song Jiangli

Design Team: Jia Qifeng, Zhouyong, Liu Chenyang

Lighting Design: Zhu Haiyan

Project Photography: Gao Tengyun

Project planning: Le Brand Strategy Agency

Copywriting planning: NARJEELING

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