吴为新作丨前里 · 台州鱼市 策略餐饮系列 首
2023-02-20 11:10
P. 01
北京SKP商圈高净值人群聚集,前里·台州鱼市低调开幕却内有乾坤。
在高手林立的餐饮区,屋里门外完成了这家“让人坐得住“的地道台州小馆,并在2023开年入选北京米其林指南。
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北京SKP从不缺少
赫赫有名的主厨
令人目眩的餐厅设计
。面积约X㎡的前里·台州鱼市初次进入商超,来自江浙的地道台州菜是味觉的王牌。
设计师吴为则把
飞扬的市井滋味
收拢在一方小天地里——五分秩序五分烟火,烹茶醒酒、捻暗灯光,市井小鲜也有了丰饶厚实的情调滋味。
01
空间|
开场盈门 繁而不奢
complicated but not extravagant
四方之客,一入鲁境,皆有常供,不至缺乏,宾至如归。
——《东周列国志》
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前里·台州鱼市门头低调简洁,入内却可以用琳琅形容。
由一块肌理粗犷的石材摆台开始,茶台、酒柜、海货、药酒、花植依次呈现。所谓“迎宾处”无疑打破了传统模式:一方面,以“非明确定义”为这个区域的功能留出开放性。
客人可以选酒、泡茶、等候,或者只是短暂浏览,作为购物和就餐转换之间的转调,让情绪和心境都完成过度。
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另一方面,在尺度不大的空间内,这种高度浓缩却异彩纷呈地展示将富于地方特色的菜系风情集中抛出,烟火气的浓度直接被调到高点:
藤条筐里的海鱼卷曲着肥厚的身体,舌尖上似乎已经有了快速结晶的海盐带来的咸味;红酒标泛着淡淡的金色;
茶台的老紫砂里飘出煎香......一幅由五感组成的烟火图景是餐厅开场对客人的致意,充满人情又精致丰饶奠定了整个空间的基调。
02
内功|
让人“坐得住”
immersive experience
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进入餐厅,两条通往深处包房的动线清晰简明,厨房位于整个空间中心区域以便提升服务效率。
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室内灯光氛围温煦,起承转合、疏密有致,老榆木和夯土在立面大量使用,使空间整体氛围质朴而富有温度。
夯土的自然肌理使其在灯光下犹如金箔帷幕,与传统黛色地面呼应形成内敛厚重的底色。
这种由原始材料带来的精致现代感归功于设计的整体把控,以及权衡材料比重和灯光渲染的综合结果。
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餐厅家具的选择在形态和材质上尽可能结合了传统设计和现代材料。
以确保舒适度和风格匹配,深灰色皮革大量使用与传统木材质结合,带商务感和家庭感的平衡。
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榆木结合玻璃窗格解决了卡座之间的私密性,从竹帘到灯具都稳妥雅致,带着一点时光感,而不会让人紧张得正襟危坐。
玻璃纹理营造细腻的局部,光线也因此更为生动,这种仿佛氤氲着水汽的观感常常让步履匆匆的人沉下心,回忆起某个热气腾腾的温情时刻。
03
策略
|品牌的魂
Strategy Brand soul
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汪曾祺写“人生忽如寄,莫辜负茶、汤和好天气”,对烟火气永恒热烈的向往成就了前里·台州鱼市在CBD的差异化魅力。
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P. 35
对于都市人而言
一间餐厅没什么比食材够鲜、烟火气够浓来的更实在
而近乎拙朴的优雅和考究的松弛
则是味觉之外的点睛之笔
让远道而来的地方菜系
得以征服最挑剔的味蕾
INFO
Name/项目名称:前里·台州鱼市
Location/项目地点:中国 ·北京
Area/项目面积:320㎡
Design/室内设计:IN.X屋里门外设计
Creative/设计主创:吴为
Team/设计团队:刘晨阳、贾琦峰、陆闪闪、应哲光、宋江丽
Light/ 灯光顾问:朱海燕
Material/主要材料:老榆木板、夯土
Photography/项目摄影:郑焰
Plan/项目策划:楽品牌策略机构
Copywriting/文案策划:NARJEELING那几岭
DESIGNER
策略為先|設計為後
制定恰當的商業策略,是企業在自己所處行業中獲得可持續競爭優勢的重要戰略,而明確策略並以策略為先進行空間設計,是品牌打贏每壹階段市場和品牌戰役的有效方法。在商業策略管理中,我們將品牌劃分為三個不同階段:創業期、成長期、成熟期。針對三個不同階段也有相對應的策略。
Formulating an appropriate business strategy is an important strategy for an enterprise to obtain a sustainable competitive advantage in its own industry, and a clear strategy and strategy-first space design is an effective way for a brand to win every stage of the market and brand battle.
In business strategy management, we divide the brand into different stages: the entrepreneurial period, the growth period and the mature period. There are corresponding strategies for the three different stages.
商業策略好比品牌發展的整體戰,而每壹階段的品牌成長皆可看作是看做壹場戰役,每壹個空間的呈現則都是壹場戰爭。只有在整體戰略正確的前提下,每壹場戰役才會有更細化、更明確的作戰方針,而這套策略和方針幫助品牌在每壹場戰爭中明晰目標,即在每壹次空間設計中依照商業策略擁有明確的設計準則,這樣才能打贏每壹場戰爭,取得市場競爭中每壹階段的戰役勝利,最終幫助品牌獲得持久生命力,在激烈的市場競爭中屹立不倒。
Business strategy is like the overall battle of brand development, and each stage of brand growth can be seen as a battle, and the presentation of every space is a battle. Only on the premise that the overall strategy is correct, each battle will have a more detailed and clear operational policy, and this set of strategies and policies will help the brand to clarify the goal in every war, that is, in every space design China has clear design guidelines in accordance with its business strategy, so as to win every war and win every stage of market competition, and ultimately help the brand gain lasting vitality and stand firm in the fierce market competition.
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吴为
IN.X屋里门外设计创始人 / 创意总监
吳為,國內餐飲空間設計的集大成者,IN.X屋裏門外的主持人暨創意總監,四季民福、胡大飯店、萬蔚·烤鴨等知名餐飲品牌的“禦用”設計師,秉持“策略為先,設計為後 的設計理念,與中國多個領先餐飲品牌達成了密切的戰略合作夥伴關系。
As the founder and creative director of IN.X based in Beijing, the interior architect Wu Wei is a master in Chinese catering space design. He is the designated designer for some popular restaurant in China, such as Siji Minfu, Hu Da, Wan Wei, etc.
With the design philosophy“Strategy First, Design Follows”, He has maintained close strategic partnerships with many leading Chinese catering brands.
With deep attainments in esthetics and global perspective in business, he provides accurate business and design strategy for brand, thus, creating sustainable vitality for brand development. Wu Wei has witnessed and nourished the development of Chinese new generation catering brands.
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