永璞·徐家汇书院旗舰店丨中国上海丨大宛设计

徐家汇书院永璞咖啡内部/©️ yuuuun studio

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作为在上海的首家旗舰店，永璞咖啡 2023 年落户于海派文化之源徐家汇。在改建后的徐家汇书院内，永璞咖啡希望可以借“舶来之饮”表意传统风味中的新内涵。大宛也在此次设计中尝试打破传统与现代的壁垒，将“融合”作为空间呈现的起点，如牛奶与咖啡的交融一般，营造现代生活里的中式美学旗舰店。

In 2023, YongPu Coffee’s inaugural flagship in Shanghai found its home in Xu Jia Hui, often hailed as the wellspring of Shanghainese culture. Within the revitalized halls of Xu Jia Hui Academy, YongPu Coffee aspires to convey a fresh essence within traditional flavors through the artistry of "beverages from afar." Dayuan, in this design endeavor, boldly dismantles the barriers between tradition and modernity, using "fusion" as the genesis of spatial presentation—much like the melding of milk and coffee. The result: a flagship store that weaves Chinese aesthetics into the tapestry of modern living.

徐家汇书院店空间插画 /©️Dayuan Design

在设计之初，灵感的启发点来自于一座特殊的石狮子。在“最具中国文化特色的咖啡品牌”定位下，永璞以中国石狮子为原型打造了品牌吉祥物——石端正。它的形象不仅象征着永璞咖啡对中国传统文化的尊重和传承，还反映了品牌对年轻化的追求。

宋代对简洁雅致的美学的追求，所呈现出轻盈、舒适的感觉与永璞的品牌理念完美契合。因此，大宛选择了宋代美学作为主调，与品牌手册中的国风轻复古色系交织在一起，展现新一代的风雅气韵。

In the genesis of design, inspiration sparked from a distinctive stone lion. Embracing the positioning as the "most culturally distinctive coffee brand in China," YongPu crafted its auspicious mascot, Shi Duanzheng, inspired by Chinese stone lions. Beyond symbolizing YongPu Coffee’s reverence for traditional Chinese culture, Shi Duanzheng reflects the brand’s pursuit of modernity. The Song Dynasty’s pursuit of a simple yet refined aesthetic exudes a light and comfortable sensation, harmonizing seamlessly with YongPu’s brand philosophy. Thus, Dayuan chose the Song Dynasty aesthetic as the primary tone, intertwining it with a light vintage color palette from the brand manual to showcase a new generation’s refined and elegant charm.

墙面细节

/©️ yuuuun studio

在空间中所搭建的构筑物与场景的应用道具上，大宛设计汲取了古代建筑形制的灵感，融入了丰富的木质元素与文化符号。

In crafting structures and props within the spatial setting, Dayuan Design draws inspiration from ancient architectural forms, incorporating a wealth of wooden elements and cultural symbols. 宝塔

基于在地性的考虑，整个空间中心区域以徐汇区龙华寺内的龙华塔为原型，将其抽象而成宝塔形状的吧台顶部，随之周边一系列布局围塔而成。

Pagoda

Considering local influences, the central zone of the entire space draws inspiration from the Longhua Pagoda within Longhua Temple in Xuhui District. Abstracting its form into a pagoda-shaped bar top, a series of layouts orbit around it, creating a harmonious ensemble.

徐家汇书院永璞咖啡操作台/©️yuuuunstudio

柱头细节/©️ yuuuun studio

赶集

木质货架的形式灵感来源于承载记忆的传统集市，一辆辆推车唤起去庙会“赶集”的热闹氛围。

Gather

The design of wooden shelves is inspired by the nostalgia-laden traditional markets, with carts conjuring an atmosphere reminiscent of a lively temple fair.

装置细部 /©️ yuuuun studio 缶

中国古代的瓦器“缶”，大腹小口，主要用于储藏食物。它的形式与功能被巧妙地运用在了沙发位卡座与推车底部中，既在空间中增添了轻盈趣味之感，也加强了日常使用的实用性。FouTaking cues from ancient Chinese pottery, the "Fou," known for its ample body and small mouth used for food storage, is ingeniously incorporated into the design of sofa seat backs and cart bases. This not only adds a touch of airy playfulness to the space but also enhances everyday usability.

徐汇书院永璞咖啡座椅区域/©️yuuuunstudio

多宝盒

展示陈列区域的木质拼盘实际来源于古代的多宝盒。大宛结合了榫卯结构重新设计，让其可根据于实际使用的需求来变换大小组合方式。

Multi-treasure box

The wooden puzzle structure in the display area traces its roots to ancient treasure boxes. Dayuan’s ingenious incorporation of mortise and tenon joints allows for a redesign that adapts to practical usage needs, enabling size and configuration variations.

陈列木盒榫卯细部 /©️ yuuuun studio

在原有周边空间环境的限制下，大宛运用灵感与巧思让每个设计细节都能有文化的传承，使整个空间更加的丰满与完整。

Within the constraints of the existing surrounding space, Dayuan Design employs inspiration and ingenuity to ensure that every design detail carries a cultural legacy, creating a space that feels rich and complete.

原有的消防门被转变为古代城门的形式，融合墙体打造出一面沉静质朴的城墙。在墙面的上半部分，大面积的可变色温灯膜可以根据昼夜的光线变化来调节颜色与明暗，从而呈现不同的空间氛围。

The original fire doors undergo a transformation into forms reminiscent of ancient city gates, seamlessly merging with the walls to construct a serene and unpretentious city wall. The upper half of the wall features a large, color-changing light film that adjusts its hues and brightness according to the changing natural light, thereby rendering diverse spatial atmospheres.

徐家汇书院永璞咖啡内部/©️ yuuuun studio

以绳为念，大宛选择由双套结的形式所编织的红绳，连接由传统窗格演变而来的木质网格框架，在城墙之上构建美好的寓意。

Using knots as the link to contemplation, Dayuan selects the double fisherman’s knot to weave a red rope, complemented by a wooden grid framework evolved from traditional window patterns, constructing a beautiful metaphor atop the city wall.

墙面细节/©️ yuuuun studio

徐家汇书院永璞咖啡内部/©️ yuuuun studio

悬挂在空中的屏风以传统的形式回应了店面所处的特殊位置——一座隽永文脉流淌至今已逾一百五十年的徐家汇书院，永璞也将与它所散发的浓厚文学气息深刻交融。

The suspended screen in the air responds to the unique location of the coffee shop in a traditional fashion—a tribute to the distinctive position adjacent to the enduring Xu Jia Hui Academy, a repository of culture for over a century and a half. YongPu intertwines seamlessly with the profound literary fragrance emanating from this venerable institution.

徐家汇书院永璞咖啡内部/©️ yuuuun studio

大宛设计同样注意到空间使用的灵活性。通过运用可移动的家具，为空间优化和布局带来了全新的可能性，确保咖啡店的环境能够灵活适应各种不同的场景。不论是举办社交聚会、艺术展览还是组织小型活动，都可以满足不同的空间需求。大宛希望营造一个充满活力和变化的场所，为顾客提供丰富多样的空间体验，让每一次造访都充满惊喜和新鲜感。

Dayuan Design pays careful attention to the flexibility of space usage. Utilizing movable furniture introduces new possibilities for space optimization and layout, ensuring adaptability for various scenarios, from social gatherings to art exhibitions and small-scale events. Dayuan aims to create a vibrant and dynamic environment, offering customers a diverse spatial experience, ensuring each visit is filled with surprises and freshness.

徐家汇书院永璞咖啡内部/©️ yuuuun studio

座椅细部 /©️ yuuuun studio

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关于品牌的代表——石端正，大宛设计除了将它藏匿在空间的细节之中，还将它画进了我们一直引以为豪的清明上河图里，并贯穿在整个空间。希望石端正在东京汴梁城的集市中，用不同身份去诠释并传播这具有中国特色的咖啡，同时也是对永璞咖啡小岛文化的一种延伸性演绎。

Regarding the brand representative, Shi Duanzheng, Dayuan Design not only conceals it in the details of the space but also integrates it into the iconic Along the River During the Qingming Festival painting, proudly carrying it throughout the entire space. We envision Shi Duanzheng amidst the ancient marketplaces depicted in Chinese paintings, assuming various personas to interpret and propagate this distinctly Chinese coffee. Simultaneously, it is also an extended interpretation of Yongpu coffee island culture.旋转屏幕滑动翻看

手绘永璞石端正“清明上河图” /©️ Dayuan Design

来一起找一找，卷轴上有多少个石端正呢？

Let’s find out together, how many "Shi Duanzheng" can be found on the scrolls?

隐匿于“清明上河图”中的石端正 /©️ Dayuan Design

此外，整体空间中随处可见纸鸢、水墨画等中式元素，传达对中国传统文化的尊重和致敬之意。大宛希望消费者在品尝永璞咖啡的同时，还能体验到中国传统文化的魅力和美学意蕴。

在书香和咖啡香的交织中，感受城市中缓慢而宁静的时刻。

Furthermore, Chinese elements such as paper kites and ink paintings are scattered throughout the space, conveying a deep respect and homage to traditional Chinese culture. Dayuan aspires for consumers to not only savor YongPu Coffee but also experience the allure and aesthetic essence of Chinese traditional culture. In the interplay of literary and coffee fragrances, one can feel the city’s slow and tranquil moments.

PICA PICA 国风挂画/©️ yuuuun studio

项目名称 / Project Info: 永璞·徐家汇书院旗舰店

项目地点 / Location : 上海，中国 Shanghai，China

项目类型 / Category : 商业设计 Commercial Design

空间设计/ Interior Design : 大宛设计 Dayuan Design

项目面积 / Area : 220

摄影团队 / Photo : yuuuun studio

施工团队 / Construction ：上海耀正展览