蛙小侠形象更新丨MOC DESIGN OFFICE

概述

Overview

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2024 年蛙小侠迎来从产品到空间形象的全面升级。秉持传承和创新为设计核心，MOC 为蛙小侠创作了全新的空间形象。

In 2024, The Kungfu Froggy will undergo a comprehensive upgrade, encompassing both its products and spatial image. Upholding heritage and innovation as the core of its design, MOC has crafted a fresh spatial identity for The Kungfu Froggy.

故事脉络为蛙小侠修炼完成后，踏入江湖，展开的一段奇异的冒险之旅。

The storyline follows The Kungfu Froggy after completing its training, venturing into the Jianghu for a strange and adventurous journey.

▲上一代雨中修炼场的形象

The previous generation’s image of the Rainy Training Grounds

▲更新后更为烟火气的空间形象

The updated space image with a more lively atmosphere

MOC 从传统的古建筑中汲取灵感，通过现代设计语言进行转译，在延续了上一代侠风武林修炼场的基础上，将空间形象推进到更具烟火气的江湖场景。

Drawing inspiration from traditional ancient architecture, MOC translates it into a modern design language, extending from the legacy of the previous generation’s martial arts training grounds and advancing the spatial image to a more vibrant Jianghu scene.

Shadow Puppetry and Market Stalls

「皮影，张灯，接腔，十指。」

一口道尽千古事，双手挥舞百万兵

Shadow puppets, lit lamps, scripted lines, and ten fingers. In one breath, they tell the tales of antiquity, wielding millions of soldiers with their hands.

▲皮影，Shadow puppets

皮影被称为 Living Figures，是人类最早的活动影像。皮影可以说是“最古老的电影”。

Shadow puppets are known as “Living Figures”, representing one of humanity’s earliest forms of moving images. Shadow puppetry could be considered the ”oldest form of cinema”.

此次蛙小侠联合国家级非遗华县皮影传承人魏金全老师，创作蛙小侠故事的皮影戏。

In this collaboration, The Kungfu Froggy Partnered with Wei Jinquan, a national-level inheritor of the intangible cultural heritage of Huaxian shadow puppetry, to create a shadow puppet show based on The Kungfu Froggy’s story.

▲设计师为空间设计的皮影戏台装置

The designer created a shadow puppetry stage installation for the space.

为此设计师设计了精致的皮影戏台装置并布置在入口处，让顾客在等候用餐的同时，通过欣赏这一传统的艺术表演，体验古老文化的魅力，也了解到整个故事的线索。

To achieve this, designers crafted an exquisite shadow puppetry stage installation, placed at the entrance. This allows customers to enjoy traditional artistic performances while waiting for their meals, experiencing the charm of ancient culture and gaining insight into the entire story’s narrative.

▲入口的茶摊，The tea stall at the entrance。此外，店内的明档结合传统热闹的摊档设计，营造出市井的繁忙和江湖的热闹。

Additionally, the bright stalls inside the restaurant, combined with traditional lively market stall designs, create a bustling atmosphere reminiscent of a lively marketplace and the vibrant scenes of Jianghu.

传统木构建筑的现代转译

The modern reinterpretation of traditional wooden architecture

“有木层叠，一木一叠，一层一凿，一眼一槽，是谓榫卯。”

There are wood layers, one piece of wood on top of another, one layer chiseled at a time, one joint fitting into another, which is called mortise and tenon.

寻味东方，探求东方美学和骨气，榫卯毫无疑问是最能体现东方空间的精髓。

In the pursuit of Eastern aesthetics and character, delving into the essence of the East, the mortise and tenon joint undoubtedly epitomizes the quintessence of Eastern space.

店内的红色屋顶下，设计师借用传统木构建筑的榫卯结构为灵感进行现代化的转译，既保留了古建筑的韵味，又增加了现代感。

Beneath the red roof of the interior space, the designer used the mortise and tenon joints of traditional wooden architecture as inspiration for a modern reinterpretation. This approach retains the charm of ancient buildings while introducing a contemporary feel.

榫卯的融合不仅是结构上的装饰，更是一种文化的象征，体现了东方智慧与美学。

The integration of mortise and tenon not only serves as a structural decoration but also symbolizes cultural heritage, reflecting Eastern wisdom and aesthetics.

红色和木色搭配暖色灯光，呈现一派热闹的烟火气息。红色屋顶下的座位区通过半透明的纱布屏风进行围合，既保证了顾客的私密性，又营造出一种朦胧的美感。

The combination of red and wood tones, paired with warm lighting, evokes a lively and bustling atmosphere. The seating area beneath the red roof is enclosed by translucent fabric screens, ensuring customer privacy while creating a sense of hazy beauty.

纱布上装饰着神兽的图案，这些图案取自《山海经》，不仅丰富了视觉层次，还增加了空间的神秘感和奇幻色彩。

The fabric screens are adorned with mythical creatures from the “Shan Hai Jing,” adding visual richness and enhancing the space with a sense of mystery and fantasy.

设计师在墙面上设计了多层浮雕画，展示了蛙和巨龙战斗的故事，使空间充满了故事性和视觉冲击力。

The designer created multi-layered relief murals on the walls, depicting the story of the frog battling the giant dragon. This adds a narrative element and visual impact to the space.

通过这些设计元素的巧妙结合，成功地将传统文化元素与现代设计语言相结合，赋予了空间丰富的内涵——它不仅是一处用餐场所，更是一个充满传奇色彩的江湖世界。

Through the clever combination of these design elements, traditional cultural elements and modern design language are successfully integrated, endowing the space with rich meaning. It is not just a dining venue but a legendary Jianghu world full of stories.

项目信息——

项目名称：蛙小侠形象更新

设计周期：2023 年 10 月-2023 年 12 月

完成时间：2024 年 3 月

主持设计：杨振钰，梁宁森

设计管理：吴岫微

设计团队：吴锋，吴心鸿

业主：蛙小侠

主材：瓷砖，肌理涂料，藤编夹胶玻璃，烤漆金属板，超白玻，木饰面板

摄影：聂晓聪

Project Name: The Kungfu Froggy Store Identity Upgrade

Design Phase: October 2023 – December 2023

Completion Time: March 2024

Leading Designers: Yang Zhenyu, Liang Ningsen

Project Manager: Wu Xiuwei

Design Team: Wu Feng, Wu Xinhong

Client: The Kungfu Froggy

Materials: Tiles, textured paint, laminated glass with rattan weave, painted metal panels, ultra-clear glass, wood veneer panels

Photography: Nie Xiaocong