烧将·居酒屋丨中国北京丨上海耶兔兽设计咨询有限公司

闹中取静，日式烧鸟

The city is hot and dry, gathering tea and drinks

把道顿堀的日式热闹街道搬到烧将

Move the bustling Japanese streets of Doudun Hori to Shaojiang

Chapter.1

烧将城市，日式世界

/

Burn the city, Japanese style world

- - - - - - - - - - - - - - - - - - - - - - - - -

本案构建了一个“烧将”的城市世界，提取大阪道顿堀实景街道的建筑形体，以及马灯空间形式的设计手法，融入品牌 IP 形象，做到形象的置换，通过视觉、听觉、触觉等多纬度的感官体验，摆脱目前日式风格同质化老化的局面，实现品牌年轻化的升级，真正创造出属于烧将自己的文化内容。

This case constructs an urban world of "Burn Jiang", extracting the architectural form of the real-life street in Osaka’s Daodun Hori and the design techniques of the lantern space form, integrating the brand IP image, achieving image replacement. Through multi-dimensional sensory experiences such as visual, auditory, and tactile senses, the current situation of homogenization and aging of Japanese style is overcome.

门头改造前

门头改造后

Chapter.2

实景街道，穿越大阪

/

Realistic Street, Crossing Osaka

- - - - - - - - - - - - - - - - - - - - - - - - -

项目巧妙在地理空间的有限限制下，打造出“第一视角游客”视角进入烧将餐厅的沉浸式体验感，并根据地形设计塑造出走马灯的空间层叠感，以二三次元的文化融合、日本漫画与潮玩先锋风格的碰撞产生出超现实的化学反应，激发烧将品牌文化混合趣玩的基因。

The project cleverly creates an immersive experience of entering the restaurant from the perspective of a "first angle tourist" within the limited geographical space, and creates a layered sense of space for the lantern according to the terrain design. Through the fusion of culture in two or three dimensions and the collision between Japanese comics and trendy avant-garde styles.

以第一视角切入，首先看到大阪地标道顿堀的指示牌，结合日式街道氛围与地面路政地贴的设计融合，增加整体的街道氛围感。以反向角度观看，街道入口视角下饮料机上 IP 的设置给人一种眺望远方的互动感，街道的尽头，运用各类指示牌以及巨大的车站标识衔接建筑的层叠感，烘托趣味性的打卡装置氛围。

From the first perspective, the first thing to see is the signage of the Osaka landmark Dodun Hori, which combines the Japanese street atmosphere with the design of ground road signs to enhance the overall street atmosphere. Viewing from a reverse angle, the IP settings on the beverage machine from the perspective of the street entrance give people a sense of interaction overlooking the distance.

Chapter.3

潮玩 IP，漫改酒场

/Fashion IP, Mang Gai Wine Field

- - - - - - - - - - - - - - - - - - - - - - - - -

居酒屋恰恰是一个让人门卸下枷锁，放松身心的好去处。烧鸟居酒屋在本土化饮食基础上，建筑设计中引入日漫潮玩的文化底蕴与日式建筑街道的热闹氛围，繁华之下并不让人眼花缭乱，使得整个场景更加具有真实感。

On the basis of localized cuisine, the Shaoniaoju Restaurant incorporates the cultural heritage of Japanese style entertainment and the lively atmosphere of Japanese style architectural streets in its architectural design. Under the bustling atmosphere, it does not dazzle people, making the entire scene more realistic.

层层叠叠的建筑感，形成错落有致的视觉冲击，清爽明亮的色彩与富有节奏感的线条，同时 IP 形象的应用结合跑马灯，将空间划分为浓郁热闹且自然流动的空间。

The layered architectural feel creates a visual impact, with refreshing and bright colors and rhythmic lines. At the same time, the application of IP image combined with street lamps divides the space into rich, lively and naturally flowing spaces.

Chapter.4

打破次元，烟火美感

/

Breaking Dimension, Beauty of Fireworks

- - - - - - - - - - - - - - - - - - - - - - - - -

「路边日式街道的真实感」和「日式潮玩文化的繁华感」结合一贯，烟火与舒适，潮流与文化有机融合，使烧将呈现出这座城市一隅繁华的惊艳感。

The combination of "the realism of roadside Japanese streets" and "the bustling feeling of Japanese trendy culture" is consistent, with fireworks and comfort, as well as the organic integration of fashion and culture, presenting a stunning sense of prosperity in a corner of the city.

在「建筑」中呈现另一个「日式街道」，以此成为餐厅动线与焦点。潮流与文化、层叠交错与真实置景，对比与延续的观感同时升起。前者呼应了品牌的潮玩性与颠覆感，后者借势并延伸日式文化，在创新中燃起消费者共鸣与热爱，打造一个“年轻人喜欢的创意居酒屋”。

Presenting another "Japanese style street" in the "architecture", it becomes the focus and movement of the restaurant, with trends and culture, layered interlocking and realistic scenery, creating a "creative living and drinking house that young people like".

Project Name：烧将·居酒屋

Design Company：上海耶兔兽设计咨询有限公司

Location：北京·华熙天地

Design Director:董青

Chief Designer：王申

Project Management:刘亚楠

Design team：陶金鑫 王思怡

branding Design：宇涵

Area：120m ²

Main materials：艺术涂料 木饰面

Photographer：栋良商业摄影

Construction unit:2022.10