重塑品牌线下场景化、社交化

Rebranding offline scenarios, the social

面对消费边际持续向好，商业复苏静待花开，SUSHI-EXPRESS争鲜携手DIR物向在“城市理想生活目的地”—朝阳大悦城，为其品牌空间形象进行体验规划升级， 重塑品牌线下场景化、社交化及新型社交体验场景。

针对场地建筑面积不大、原始回转台不能改动、原有结构空间体感局促等问题，思考重点在于突破原始空间限制，构建强可塑性、强功能性、多种社交场景型空间，帮助品牌在解决空间矛盾的同时，形成品牌差异化特点的独特空间。

In view of the small building area of the site, the original rotary table can not be changed, the original structure of the space sense of cramped, and other problems, the focus of thinking is to break through the original space restrictions, build strong plasticity, strong functionality, a variety of social scene type space, to help the brand solve the space contradiction, while forming a unique space with brand differentiation characteristics.

在中国古代时期的流水宴，在桌子中间凿空蓄水变成水渠形成流水宴，菜品在水渠中顺流而下，与现在的寿司回转台如出一辙。“曲水流觞” 取自王羲之的《兰亭集序》，因为有了那场“文化沙龙“让”曲水流觞宴” 发展成了独特的“会友文化”，兰亭、曲水、会友的独特之处生于跳脱框架的仪式感，一场空间文化就此展开。

In ancient times, in the middle of the table to drill water into a canal to form a water banquet, dishes in the canal down the river, and todays sushi table is the same. Taken from Wang Xi Zhi《The Orchid Pavilion 》because of t

he salon the song water drinking banquet developed into a unique club culture refining orchid pavilion, Qu water, club members and other keywords, extracting Chinese architectural elements with a great sense of ceremony, through the characte

ristics of ancient water banquet, transformed into modern artistic techniques as the logic of space design.

榫卯，藏在木头里的灵魂，亭台楼阁的主要建筑构建，也是中国传统建筑的载体，美妙的结构关系让置身其中的人们惊起梁尘。

The soul hidden in the wood, the main architectural construction of pavilions, is also the carrier of traditional Chinese architecture, the wonderful structural relationship makes the people in it startled.

SUSHI-EXPRES

榫卯装置化、抽象化演变替换原有功能吊楣照明，作为整个空间最具标签的视觉中心，地面等位区做长木凳造型呼应，给空间赋予张力和感染力，让人在空间中感受到时尚及艺术气息，呈现出会友文化的现代版兰亭序，让顾客与空间、文化之间建立互动，探寻兰亭、曲水、会友的独特之处。

The installation and abstract evolution of mortise and tenon joints replace the original functional hanging lintels lighting, as the most labeled visual center of the whole space, the ground equipotential area makes a long wooden bench echo, giving the space tension and appeal, making people feel the fashion and artistic atmosphere in the space, presenting a modern version of the orchid Pavilion order of the club culture, allowing customers to establish interaction with the space and culture. Explore the unique features of Orchid Pavilion, Qu Shui and association members.

空间逻辑从东方视角出发，融合国际化的审美，当代语言来表达描述，以传统木梁抽象化的表达形式贯穿整个空间，用艺术装置形成空间的某一个或多个界面。结构梁柱在整个空间不同界面延伸，推演与思考、张力与平衡，呈现功能性与美学形态。

Spatial logic from the eastern perspective, the integration of international aesthetic, contemporary language to express the description, the traditional wooden beam abstract expression through the entire space, with art installations to form one or more interfaces of the space. The structural beams and columns extend in different interfaces of the whole space, deduce and think, tension and balance, and present functional and aesthetic forms.

The unique temperament demanded by modern commercial space does not lie in excessive decoration, but in the vision and bearing of cultural transmission and brand internationalization. From the physical environment to the situation, from the situation to the artistic conception, the huge round pillars at the original entrance will be made into LED screen decoration, play brand publicity and scene characteristics, and drainage for the off-site entrance, turning passive into active, forming a visual impact and a sense of rhythm, so that customers can quickly attract and capture the brand information from any Angle off-site.

收敛过度装饰设计的表现欲，遵从少即是多的原则，空间背景的墙面、地面、天花底色大面积采用淡蓝色大颗粒水磨石，形成完整、干净界面，凸显空间主题元素，精巧的榫接构件与木梁，表面肌理纯粹而不失细节，成为空间主体基调，明档内的橙色条纹砖与流动的光感相互呼应，虚实与明暗、对比与冲突，温暖包覆与轻盈超脱相互依附并存。

The desire to express excessive decorative design is restrained, following the principle that less is more. The background color of the wall, floor and ceiling of the space is a large area of light blue large particle terrazzo, forming a complete and clean interface, highlighting the theme elements of the space. The exquisite tenon components and wooden beams, the surface texture is pure and without loss of detail, becoming the main tone of the space. The orange striped brick in the bright file echoes with the flowing light sense, emptiness and reality with light and dark, contrast and conflict, warm cladding and lightness and detachment coexist.

空间与墙面、地面，与置身在其中的我们，都是时间的画布，是情感自然的延伸，是理性与感性的容器，以简驭繁，在通透的整体空间中，结构装置扩大了空间视野，区域的划分不以具体的墙面或隔断来实现，而是通过巧妙且合理的布局、材料、灯光等运用，达到看似分散却又互相关联的交融状态，不同的空间诠释不同的场景氛围，讲述不同的故事。

Space and the wall, the ground and us in it, are the canvas of time, the natural extension of emotion, and the container of rationality and sensibility. In the transparent overall space, the structural device expands the spatial vision. The division of the area is not achieved by specific walls or partitions, but by clever and reasonable layout, materials, lighting and other applications. To achieve a seemingly dispersed but interrelated blending state, different Spaces interpret different scene atmosphere, tell different stories.

项目名称｜

争鲜朝阳大悦城形象店

Project Name | SUSHI-EXPRESS (Joy City)

项目地址｜

中国北京

Project Location |Beijing, China

项目面积｜

80平方米

Project Area | 80㎡

竣工时间｜

2022年10月

Completion Date | October, 2022

DIR物向文化

Design company | DIR DESIGN

设计主创

王 朋

Creator design | Wang Peng

Design team | Zhu Chunyuan Yu Haitao Charlene Huang Chen Ma Chentao

项目摄影｜

YOSUN

Photographer |

YOSUN有山

联系邮箱

dir_liyang@163.com

E-mail |

dir_liyang@163.com

联系电话

15910682941

Mobile phone |

15910682941

王 朋

DIR物向文化创始人及创作总监，复华文旅总建筑师，致力于建筑、室内与景观一体化设计、空间体验及IP品牌孵化，擅长通过商业策略与艺术创作实现高附加值建筑空间。

DIR founder and creative director, and chief architect of Fuhua Travel, is committed to the integrated design of architecture, interior and landscape, space experience and IP brand incubation. He is good at realizing high value-added architectural space through business strategies and artistic creation.

DIR物向文化掌握事物动态趋势，挖掘事物隐匿潜力，以纯粹的生活方式探寻必备的精神食粮，感受生活带来的全新灵感和无限可能。

DIR material grasps the dynamic trend of things from the culture, excavates the hidden potential of things, explores the necessary spiritual food with a pure way of life, and feels the new inspiration and infinite possibilities brought by life.

DIR物向文化成立于中国北京，致力于建筑、室内与景观的文化创意与设计，以探究、严谨、专业的职业态度、国际化的视野、系统化的项目管理及顾问资源系统，实践空间设计落地的创作整合，通过商业策略与空间创作实现高附加值设计作品及全新的空间体验。

DIR to culture was founded in Beijing, China, is committed to architecture, interior and landscape of cultural creativity and design, to explore, rigorous, professional attitude, international vision, systematic project management and consulting resources system, practice space design of creative integration, through business strategy and space creation to achieve high value-added design works and new space experience.