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我们相信一杯新鲜的果蔬茶会给消费者带来能量和快乐,而得到它的过程应该是简单而愉悦的。
We believe that a cup of fresh fruit and vegetable tea is supposed to bring energy and happiness to consumers, and the process of getting it should be easy and pleasant.
商业空间中的图像、图形、文字都在向消费者传达信息,空间中的所有物体也是信息的载体,除此之外,空间本身的造型、色彩也在进行信息的传达。这些信息一旦冗余过度,就会带来无形的压力,进而使消费者产生“隐隐的焦虑”。
Images, graphics, and texts in commercial spaces are all about conveying information to consumers. Objects in the space of a store are also invariably carriers of information. Additionally, shapes and colors of the space themselves are also providing information. Once information becomes redundant, it will generate invisible pressure, which will cause consumers to feel “hidden anxiety”.
为了让消费的过程回归简单和轻松,我们对“空间中的信息”进行了全面的整合。
In order to let the consumption process return to simplicity and ease, we have comprehensively inte-grated spatial information into an organized whole.
对图像、图形、文字等平面信息,我们进行了精确的筛选和分类。所有的信息被分为“在远处就能识别”、“走近时会看到”和“消费的过程中才会看到”三类。这样的分类使信息产生了层次。
We meticulously filtered and classified surface information such as images, graphics, and texts. In-formation is divided into three categories: “recognizable from a distance”, “visible when approaching”, and “only seen during consumption”. This classification creates a hierarchy of information.
我们把第一类信息与空间的整体造型高度整合在一起,形成了品牌的鲜明识别性。
We closely integrated the first type of information with the overall shape of the site to form a distinct brand identity.
第二类信息全部出现在空间的“立面”上,并通过字体的大小和颜色的控制使消费者易于搜索和阅读。使消费者能够快速的浏览、定位自己所需要的产品。
The second category appears exclusively on the “facade” of the site, font size and color are calibrat-ed to make it easily searchable and readable, so that consumers may effortlessly locate the products they need.
第三类信息跟随消费者的流线和消费过程,出现在“需要看到他”的位置,点单、扫码、等候、取餐都伴随着信息的引导,而这些功能化的引导信息并不对其他人形成干扰。
The third type of information tracks the flow and consumption process of consumers and appears in the position where “it needs to be seen”. The ordering, scanning, waiting, and picking up meals are assisted by functional information guidance in a way that does not interfere with other costumers.
对空间中的物品,我们做了大刀阔斧的“断舍离”,让消费者“只看到需要了解的物品”。对于这些物品,我们从设计师的角度进行了“友好度”的升级,使消费者从每一个细节感觉到被尊重。
For the items within the site, we opted for drastic “decluttering” so that consumers may “focus exclu-sively on the items they need to know”. From a designers’ point of view, we enhanced the degree of “friendliness” of these objects so to allow consumers to feel respected in every tiny detail.
对空间本身,我们想给消费者带来一个易于把握的整体形象。这个形象不同于传统的“售卖亭”和“档口店”,而是一个“生产果蔬茶的公共设施”。我们把城市公共设施的工业设计语言应用到空间中,标准化的模块、更耐用的材料、弧线的转角组合成“追随功能的形式”。这样一来,“得到一杯新鲜的果蔬茶”的感受就变得和“打开水龙头得到自来水”一样轻松和方便。
As for the space itself, we want to convey to consumers an easy-to-grasp overall image. This image differs from traditional sales booths or stalls, and stands for the idea of a “communal facility” for producing fruit and vegetable tea. We applied the industrial design language of urban public utilities to this site, combining standardized modules, highly-durable materials, and curved corners into a “form that follows function”. In this way, the feeling of “getting a cup of fresh fruit and vegetable tea” becomes as normalized and convenient as “turning on the faucet to get tap water”.
鲜果时间的店面升级是一次进化,向消费者传达出更简单、更友好、更健康的形象。
FRUITIME store’s upgrade aspires to convey a simpler, friendlier, and healthier image to consum-ers.
项目信息
Project Info
项目名称:鲜果时间店面形象升级设计
项目客户:鲜果时间
建筑事务所:空间站建筑师事务所
完成时间: 2024年
项目主创:汪铮
设计团队:廖惠琴、许辉、杨建京、魏颖楠、王方超、向怀志、曹智超
摄影:金伟琦
摄影版权:Spacestation
Project name: 鲜果时间店面形象升级设计
Client:FRUITME
Architect’ Firm: SpaceStation
Completion Year: 2024
Lead Architects: Wang Zheng
Design Team: Liao Huiqin, Xu Hui,Yang, Jianjing, Wei Yingnan, Wang Fangchao, Xiang Huaizhi, Cao Zhichao
Photographer: Jin Weiqi
Photo credits : SpaceStation