简璞设计

2010年，NenlüTea嫩绿茶，这一源于美国西雅图的现代智能茶饮连锁品牌孕育而生。同时，也正因为嫩绿茶创始人（廖韦佳女士）有对新茶饮的实践，以及国际化的视野背景。才有了今天的NenCafe。它不仅是对于重庆这座城市的人文思索，也是老城更新的另一种尝试。

In 2010, NenlüTea, a modern and intelligent tea beverage chain brand originated from Seattle, USA, was conceived. At the same time, it is because the founder of NenlüTea (Ms. Liao Weijia) has the practice of new tea drinks, as well as the international vision background.

nen cafe 的诞生并非是甲方的一次简单的餐饮类项目投资。而是结合城市更新、新地产思维而展开的一次探索性实验。

随着地产行业从高周转的神坛跌落，以及过度开发的新城市中心日渐势微的背景下。投资者开始重新把目光转向了陈旧但烟火依旧的母城，但这些老城的更新却并非是推倒重来的粗暴做法，而是需要用一种平和且日常的方式让新与旧的关系得到友善的融合，从而焕发新生，促生新的商业价值。

nen cafe is not a simple investment in a restaurant project by a party. It is an exploratory

experiment that combines urban regeneration and new real estate thinking.

As the real estate industry falls from the altar of high turnover, and the overdeveloped new city centers are becoming less and less popular. Investors are turning their attention back to the old but still smoky mother cities, but the renewal of these old cities is not a brutal approach of knocking down and rebuilding, but a peaceful and everyday way to make the relationship between the new and the old get a friendly integration, so as to renew and promote new business value.

于是，我们的业主用相对灵活的方式，获得了该街区的部分物业，并从中选择出了物业形态最为复杂且不太好利用的商铺作为了自持商业模型的空间基础。并通过设计的手段为周边的商业注入活力，吸引消费者的集体关注，最终获得商业的持续溢价。nen cafe 就此诞生。但山城重庆不等同于上海这样的国际化城市，咖啡文化以及相应的刚需指数远不及北上广深，甚至兄弟城市成都。所以，在这样独特且市井的城市里，做一家本土化的社区咖啡品牌。我们需要另辟蹊径。

So, our owner acquired some of the properties in the neighborhood in a relatively flexible way, and selected the most complex and less utilized stores as the spatial basis for the self-owned commercial model. Through the design, we were able to energize the surrounding businesses, attract the collective attention of consumers, and eventually gain a sustainable premium for the business. nen cafe was born. However, the mountain city of Chongqing is not the same as the international city like Shanghai, and the coffee culture and the corresponding demand index are far less than those in the north, Guangzhou and Shenzhen, and even the sister city Chengdu. Therefore, in such a unique and urban city, to make a localized community coffee brand. We need to find another way.

但另辟蹊径并非是视觉化的特立独行，而是结合这座城市的基因，去寻求一种平衡。这就如同重庆火锅一般，宛如包容一切的生活哲学。而这，就是我们为nen cafe 所找到的答案。它将与城市共生，与街道共生，与邻里关系共生。包容有度，是市井商业，也是nen cafe的处世哲学，适度的退后与个性的自我表达，就是我们想要在这一老旧的街道上所呈现出来的新姿态。

But the alternative is not a visualized maverick, but a combination of the citys DNA to find a balance. Its like Chongqing hot pot, like a philosophy of life that embraces everything. And this is the answer we found for nen cafe. It will be symbiotic with the city, symbiotic with the street, symbiotic with the neighborhood. Inclusive is the philosophy of the city business and nen cafe, and the moderate retreat and individual self-expression is what we want to present in this old street.The new posture we want to present in this old street.

所以，我们用退后的方式，将咖啡店与街道相融，与建筑相融，与行人车辆相融，也与两边看似毫不相干的经营业态相融。但相融，却并不是退其锋芒的躲避。而是用恰到好处的方式与这个世界对话，在不争不抢之间，展现独特的自我与魅力。

nen cafe 便是这样的存在。或许在不断发展的城市更新浪潮中，它只是万千项目中微不足道的一次尝试。但我相信，这次尝试，一定会是一个不错的，值得继续思考、探索的方向。

The nen cafe is just such a presence. Perhaps it is just an insignificant attempt among thousands

of projects in the new wave of urban renewal that is constantly evolving. But I am sure that this attempt will be a good one, worthy of further reflection and exploration.