仟吉KENGEE烘焙武汉万象城店丨中国武汉丨外物WHY WOULD设计事务所

©WHY WOULD

01引言 Introduction

随着国内众多连锁企业逐步重视店铺的独特性，外物 WHY WOULD 设计事务所受仟吉 KENGEE 委托，在武汉重奢商圈华润万象城内为其品牌打造一个跳脱于其以往传统门店的全新店面形象。

As many domestic chain enterprises gradually pay attention to the uniqueness of their stores, WHY WOULD design studio has been commissioned by KENGEE to create a new store image for its brand in Wuhan’s luxury business district, MIXC, which is a departure from its traditional stores.

作为中国十大烘焙品牌，仟吉 KENGEE 已在华中地区已开设近 400 家直营门店。

As one of the top ten bakery brands in China, KENGEE has opened nearly 400 directly-managed stores in Central China.

©WHY WOULD

©WHY WOULD

02三角形

Triangle

空间原状 ©WHY WOULD

项目位于中国武汉万象城商圈内，为一处三角形场地，且局部顶面受限于管道影响，层高与利用率十分受限。

The project is located in the MIXC business district in Wuhan, China. The site is a triangular shaped site and the partial roof is restricted by piping, which limits the height and utilization of the space.

在项目的方案设计中，外物 WHY WOULD 根据项目的实际状态因地制宜，利用场地三角形的特点，把原本项目的劣势通过设计的手法转化为此次设计的基本元素—三角形，从而对空间进行重新探索与延展。

In the scheme design of the project, WHY WOULD adapts to the actual state of the project，taking advantage of the triangular character of the site, the disadvantages of the original project are transformed into the basic element of the design - the triangle, thus exploring and extending the space again.

设计概念 ©WHY WOULD

作为几何图案的基本图形，三角在空间中以不同的形态延展并运用，乃至进行强调。

As the basic figure of geometric patterns, the triangle is extended and used in different forms in space, and even emphasized.

©WHY WOULD

©WHY WOULD

从空间的整体到细小的局部，从地面的收银操作台/产品展示台，到顶面的动态展示屏，乃至外墙面的灯具，都遵循着空间三角形的图形原则进行设计与定制，以此保持空间语言的完整性。

From the whole of the space to the small parts, from the cashier’s counter/product display on the ground, to the dynamic display screen on the top, and even the lighting on the exterior wall, all follow the graphic principle of spatial triangle for design and customization, so as to maintain the integrity of the spatial language.

©WHY WOULD

©WHY WOULD

03在时 在地 在野

IN TIMETO LANDFORWILD

仟吉自营农场 ©仟吉 KENGEE

© netw ork

关注自然、四季、土地和食物的关系，从田野和节气中汲取灵感，坚持“自家农场，新鲜烘焙”，将自然中纯粹的新鲜带到大众面前是仟吉 KENGEE 的企业理念。

Focusing on the relationship between nature, the seasons, the land and food, drawing inspiration from the fields and the seasons, insisting on "home-farm, fresh baking" and bringing the pure freshness of nature to the public is KENGEE’s corporate philosophy.

从农田到厨房，从厨房到消费者。外物 WHY WOULD 希望找寻其中彼此连接的纽带，通过空间中的某种介质来建立彼此之间的联系，以形成相互之间的关联。

From the farm to the kitchen, from the kitchen to the consumer. WHY WOULD wants to find the link among them to connect with each other, to establish a connection between them through some medium in the space to form a tandem with each other.

©WHY WOULD

©WHY WOULD

04传送带

Conveyor Belt

传送带© network

空间中的传送带 ©WHY WOULD

结合仟吉 KENGEE 其品牌拥有自营农场的优势，外物 WHY WOULD 意图把农场中的新鲜食材，通过「传送带」这种介质，使其在时、在地的美味传递至店面中，同时将分散的空间进行串联与整合，从而对创新性与实验性进行表达。

将天然、健康、朴素的理念融入至空间内，回到烘焙的原点，从“食物从何而来”开始。

Combined with KENGEE’s advantage of owning its own farm, WHY WOULD intends to deliver the fresh ingredients from the farm to the store through the medium of "conveyor belt", so that the deliciousness in time and place can be delivered to the store, while linking and integrating the scattered spaces, thus expressing the innovation and experimentation. The concept of naturalness, health and simplicity is integrated into the space, going back to the origins of baking, starting with "where food comes from".

©WHY WOULD

©WHY WOULD

©WHY WOULD

©WHY WOULD

©WHY WOULD 外物 WHY WOULD 通过对当下行业的不断探索以及对企业的深入研究，在仟吉 KENGEE 武汉万象城店以全新店面形象进行呈现，试图使消费者感受到一个正在变化且耳目一新的仟吉 KENGEE。

WHY WOULD, through continuous exploration of the current industry and in-depth study of the enterprise, presents a new store image in KENGEE Wuhan MIXC,trying to make consumers feel a changing and refreshing KENGEE.

05品牌与产品

Brand and Products

©仟吉 KENGEE

仟吉，2000 千禧年创始于武汉，优选自营农场的食材，制作出新鲜的现烤面包和蛋糕甜品，成为众多年轻家庭的首选。华中烘焙连锁领导品牌，坚持自家农场、新鲜烘焙，每年服务 5000 万华中顾客。目前仟吉在湖北、湖南、河南、安徽、广西五省开设近 400 家直营连锁门店。

KENGEE, founded in Wuhan in 2000 millennium, has become the first choice of many young families for its fresh, freshly baked bread and cakes and desserts made from ingredients preferably from its own farms.

The leading bakery chain brand in Central China, insists on its own farm and fresh baking, serving 50 million customers in Central China every year.

KENGEEcurrently operates nearly 400 directly-managed chain shops in five provinces - Hubei, Hunan, Henan, Anhui and Guangxi.

©WHY WOULD

Name |项目名称：仟吉 KENGEE 烘焙武汉万象城店

Location |项目地点：WUHAN · CHINA | 中国 武汉

Area |项目面积：110㎡

Client|项目委托方：仟吉 KENGEE

Date |完成时间：05.2022|2022 年 05 月

Design Firm |项目设计方：外物 WHY WOULD 设计事务所

Interior Design | 主案设计：XUAN 湯 璇

DrawDesign|图纸设计：夏金

VI Design | 平面标识设计：仟吉 KENGEE

Analysis Chart Design |分析图设计：肖强

Article |撰文：XUAN 湯 璇

Photographer |摄影：外物 WHY WOULD 设计事务所

Construction|项目施工方：武汉东星创建装饰设计工程有限公司

关于外物 |WHY WOULD