山缓缓品牌概念店·山变万化丨中国苏州丨木月建筑设计事务所

2024/09/13 19:45:56

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项目位于苏州虎丘区，我们解读并重新以空间语汇诠释了山缓缓品牌的年轻自然基因，将品牌精神与苏州文化中的“游园传统”链接，将“山”的品牌故事进行转译与解读，在空间中扩写为探索于山水之间的闲适隐逸的生活情趣与空间叙事，形成“山变万化”的空间概念。

The project is located in Huqiu District, Suzhou. We interpret and reinterpret the young, natural essence of the Serene Hillbrand through spatial vocabulary, linking the brand spirit with the “garden tradition” in Suzhou culture, translating and expanding the brand story of “mountain” into a space narrative exploring the leisurely and secluded life interests between mountains and waters, forming a spatial concept of “Everchanging mountains”.

从古至今，有关山的概念隐喻表达多不胜数。唐宋以来，山从恒久、坚固的意向逐渐成为了隐逸情怀与理想生活的寄情之物。山变化万化，或宽广无垠、或曲折蜿蜒，在无形中引导着人们从对外物的关注转向对内心的探索。结合对食客体验设计的梳理，我们构建了一场由望山、寻路、观微的路径串联而成的旅程。

Throughout history, the concept of mountains has been expressed through countless metaphors. Since Tang dynasty, mountains have evolved from symbols of permanence and solidity to representations of seclusion and ideal living. Mountains, ever-changing, whether vast and boundless or winding and meandering, subtly guide people from focusing on external objects to exploring their inner selves. By integrating the design of the dining experience, we have created a journey connected by the paths of looking out mountains, finding the way, and observing the subtleties.

望山 Lookout mountain “俯仰自得,游心太玄”

At ease in every move I make, My mind in nature’s wonders wakes.

入口立面的设计通过强识别性的设计语汇形成鲜明的风格。在木色基调下，明亮现代的品牌色灯箱与强体积感而简洁的设计语汇相互交织，直接且富有冲击力地展示品牌调性，形成引人注目的第一印象视觉。简练利落的体块与灯光向室内延伸，视线流动且开放，让人能察觉到内部空间的延展与生机，带给人“进山探寻”的期待，营造令人印象深刻的抵达体验。

The design of the entrance facade creates a distinctive style through highly recognizable language. Under a wood-toned base, the bright and modern brand-colored lightboxes intertwine with the strong, volumetric, yet simple design elements, directly and impactfully showcasing the brand’s tone, forming an eye-catching first impression. The concise and neat blocks and lighting extend into the interior, with a flowing and open visual line, allowing one to perceive the extension and vitality of the internal space. This brings an expectation of “exploring the mountains,” creating an impressive arrival experience.

寻路

Find the way

“会心处不必在远”

Joy can be found close, not far, In nature’s arms

步入山间，穿梭于用餐空间的体验被设计为一段悠长的山途。入口的开放式厨房承载了将山野的新鲜具象化的功能，我们将叠峦异化为体块、提取其结构并抽象为有力简洁的几何形体，以此来表达对重山叠栾的意指。层叠的吊顶穿插倾斜的支柱，稳定与动态感形成对比、贯穿空间的上下体量形成一种山色互言，并与鲜明的标识系统一起在空间中形成山野潮流氛围感。

Stepping into “the mountains”, The experience of walking into the dining space is designed to be like a long mountain journey. The open kitchen at the entrance embodies the function of materializing the freshness of the mountains. We use strong and simple geometric shapes to mimic the structure of the layered mountains, thereby evoking the ambiance of being in the mountains. The stacked ceiling is interspersed with inclined pillars, creating a contrast between stability and dynamism. The volume of the upper and lower parts that run through the space, combined with a distinct identification system, creates a trendy outdoor style atmosphere in the space.

层峦的意向被凝练抽象于空间隔墙之间，形成高低错落的几何山谷与可以产生视线交互的洞穴。我们通过镜面与开洞处理增加了视觉的深度与丰富度，并通过高差与分区让身体与空间产生更为丰富的互动。平面布局的折退让视角频繁转换，观法化为身法，让有限空间内充满丰富的游山体验。

The intention of layering mountains is abstracted within the partition wall, forming a staggered “valley” and a cave that allow visual interaction. We enhance visual depth and richness through the use of mirrors and openings, and create more dynamic interactions between the body and space through height differences and zoning. The twists and turns of the plan lead the perspective to frequently shift, filling the limited space with a rich experience of wandering through the mountains.

缘山而行、涉级而上的诗意，透景与虚实变换带来的空间交错，让每一步的行走都充满了探寻的乐趣。在这个随身而发的空间中，走停、观触、追目以寸，山水在游走间显露，感知苏醒、场景成为场景、旧记忆与新情感融合发生。

Ascending step by step, the interplay of reality and illusion creates a spatial interweaving, making every step of the journey filled with the joy of exploration. In this space, walking, pausing, observing, and touching, inch by inch, the landscape reveals itself in the movement, awakening the senses. Old memories and new emotions merge here, forming new scenes.

观微 Observing subtleties “不下堂筵，坐穷泉壑”

Without leaving the banquet hall, Exploring the depths of nature’s call.

空间细处的场景化构建使游山叙事得以贯穿始终。当视角缩进，山野植物点缀在空间中，昭显野蛮生长的生命力，拉近人与自然的距离；灯光、色彩与光影围成的场域还原山野中的休憩观微的记忆，衔接起人与人、人与空间、人与品牌的情感关联。

The detailed spatial construction ensures that the theme of mountain exploration runs throughout. When the perspective zooms in, wild plants embellish the space, showcasing the vitality of untamed growth and bringing people closer to nature. The scene created by lighting, colors, and shadows recreates the memories of resting and observing in the wilderness, connecting the emotional bonds between people, space, and the brand.

线性元素与大块体块的穿插叠加，打造虚实交错的沉浸体验。作为空间的主要基调，木制桌椅与墙面给空间提供了松弛的氛围，而代表品牌形象的青绿色穿插在空间的各处金属细节中，藤麻的轻盈、皮革的厚重、青砖的凉爽、夯土的粗粝共同构成对比与调和，形成了特有的清新野趣的记忆组合，给空间带来辨识度和个性。

The interweaving of lines and forms creates an immersive experience of reality and illusion. As the main tone of the space, wooden furniture provides a relaxed atmosphere, while the brand’s signature green is interspersed in the metal details.

The lightness of rattan and hemp, the heft of leather, the coolness of blue bricks, and the roughness of rammed earth together form a contrast and harmony, creating a unique combination of fresh and wild memories that bring recognition and personality to the space.

《山变万化》

Everchanging-mountain

“山变万化”是木月建筑事务所（MOON Architects）为山缓缓火锅概念店营造的品牌叙事空间概念。我们在这个空间中追求一种松弛有序、自然质朴的自然精神，致力于将品牌特有的山野探索精神融入自然之力，为美食与内心创造更深的链接。在深度挖掘、梳理品牌基因与空间形象的过程中，我们不断思考如何利用空间赋能品牌叙事，打造具有识别性的品牌概念空间、提升用户于品牌之间的情感链接。

‘Ever-Changing Mountains’is a brand narrative space concept created by MOON Architects for Serene Hill Hotpot. In this space, we pursue a relaxed and naturally simple spirit, striving to integrate the brand’s unique spirit of mountain exploration with the power of nature, creating a deeper connection between food and the heart. In the process of deeply exploring and refining the brand’s genes and spatial image, we continuously think about how to use space to empower brand narratives, creating a recognizable brand concept space and enhancing the emotional connection between users and the brand.