A local roast duck catering brand in Luzhou.

一个在泸州能与烤鸭直接画上等号的餐饮品牌。

裕红阁

Yu-Hong Pavilion

裕红阁，一个在泸州能与烤鸭直接画上等号的餐饮品牌。

始于1999年的它，至今，也已经走过了二十五个年头。

作为泸州大众餐饮的常青树，其口碑，一直有目共睹。

但亲民的客单价和扎实的菜品，虽然为其带来了长久的生意和高性价比的口碑。

但也限制了消费者对其品牌高度的认知定义。

因此，如何通过新增门店的露出，为其品牌找到一个更为合适的品牌立场，是我们与甲方共同的任务。

Yu-Hong Pavilion is a local roast duck catering brand in Luzhou.

Which

started in 1999, it has been in business for twenty-five years as the cornerstone of Luzhous popular catering furthermore It has been getting great reviews. Affordable prices and generous portion sizes have gained long-lasting business and a high reputation, but they have also limited the customers perceptions of it.Therefore, it was a common task for us and owner of Yu-Hong Pavilion to find a more suitable brand positioning for this brand by showing how the additional shops would look like.

众所周知，简璞于2015年成立于泸州。

同年，简璞为裕红阁设计了他们的第二家门店（至此共三家门店），距今，也已经是十年前的事情了。

十年的时间，裕红阁需要一份新答卷去正名。

于简璞，十年的再次回眸，同样意义非凡。

As we all know, Jsd was founded in Luzhou in 2015.In the same year Jsd designed the second shop for Yu-Hong Pavilion (a total of three shops to date), ten years ago. After ten years Yu-Hong Pavilion needs a new look. For Jsd, the reunion after ten years is very meaningful.

立场

Position(authenticate)

作为一家老字号的大众餐饮品牌，裕红阁25年不变的宗旨便是，坚持果木烤鸭、坚持烤鸭不隔夜、坚持所有糕点全自做、坚持所有菜品现做现炒的方式，并且拒绝一切预制菜的宗旨，便是其对于消费者，对于餐饮行业，也是对于自身团队安身立命的立场与准则。

As a popular catering brand with a long history Yu-Hong Pavilion has remained unchanged for 25 years by insisting on roasted duck with fruit wood, no leftover roasted duck, making its own pastries and all dishes are freshly cooked, no pre-made dishes.It is for the consumer, for the catering industry and also for their own position and code of conduct.

所以，“实在”是我对其品牌的理解与定义。但“实在”并非就等同于低端与市井。而我，更希望它在兼顾友善与温度的同时，除了给到消费者菜品的“实在”体验外，更有就餐环境的“实在”体现。我们甚至可以理解为，这是在满足物质诉求前提下的一次，关于情感的升华。毕竟那些追随裕红阁长达二十五年的忠实食客们，谁又不愿意它越来越好呢？

Therefore, ‘authenticate’ is my understanding and definition of its brand. But ‘authenticate’ is not the same as low-end and cheap. I hope that it will not only give consumers a ‘authenticate’ experience in terms of food, but also a ‘authenticate’ dining environment, while taking into account the friendliness and atmosphere. We can understand that this is the sublimation of emotions under the premise of satisfying customers demands. After all, those loyal fans who have been following Yu-Hong Pavilion for as long as twenty-five years, who wouldnt want it to get better and better?

而我们，也仍然需要确定好自己的立场。一个“作品”的好坏，不仅仅是为了一个视觉的结果，更不需要一个设计行业的奖项来正名。我们为运营方服务，我们应该满足其真实的诉求，我们也应该尊重在地市场的人文环境，更应该尊重和理解消费者，他们在就餐诉求中所在意的点滴。

But we also still need to define our position, a‘project’good or bad isnt important. Its not all about the visuals and we dont need a design industry award to prove it. We serve the operator and we should fulfil its real demands,reasonable inputs and outputs; all the more reason to respect and understand the consumer, the little things they care about in their dining aspirations.

尊重

Respect

首先尊重的，应该是品牌。

Firstly we should respect the brand.

空间的布局、动线

的设定、甚至桌椅的大小、服务台的高低等等便是空间的骨架，我们应先行消化品牌方的诉求与建议，并通过专业的设计手段将其重组。

这，不是设计方凭借一己之力就能解决的问题。

因为再强的设计师，也永远没有“真正的经营者、使用者”更懂他们自己的习惯与流程。

he l

ayou

t of the space, the setting of the space, even the size of the tables and chairs, the height of the service counters and so on are the skeleton of the space, we should first deal with the demands and suggestions of the brand, and reorganise them through professional design. This is not a problem that can be solved by designers alone. The strongest designers will never understand their own habits and processes better than the real operators and users.

当空间的骨架得以搭建，我们便需要尊重品牌的调性，为其找到能够立足于当下的合理视觉基调。

于是，现代、简约的东方主题被确定了下来，这无疑是跟品牌基调、餐饮类型极度契合的。

同时，一些更为年轻化的处理手法及材质运用，也在为品牌的迭代、新鲜血液的融入，打下一丝丝伏笔。

Once we had built the skeleton of the space, we needed to respect the brands tone and find the right visual tone for it. As a result, a modern, minimalist oriental theme was established which undoubtedly matches the tone of the brand. At the same time, some more modern treatments and use of materials are also laying the foundation for the brands heritage and the integration of young blood.

其次，我们尊重在地，尊重泸州。

世俗，常常通过地域经济地位的高低，将各个城市划分为三六九等。于是，设计师们也常常通过这一准则，把设计费用的高低、城市地位的高低、甲方投入的高低与设计的标准和深度画上等号。

Secondly, we respect the locality and Luzhou.

Secularly, cities are often classified by their geographical and economic status. Thus, designers also match the level of design cost, city status, and the owner of Yu-Hong Pavilion input with the standard of design in the same way.

我们要清楚的知道，一座城市的认知与习惯，不可能通过一个小型商业空间的设计，就发生根本性的改变与普及。

But Jsd never thought so, In our perception there are only some designs we are willing to do and some collaborations we cant make. Therefore, for every design task we should be prepared to understand the real demands and find the most reasonable solutions for them .This is the core issue that needs to be addressed in commercial projects.

We need to be clear that a citys perceptions and habits cannot be fundamentally changed and popularised through the design of a small commercial space.

最后，是对消费者的尊重。

前面我们已经提到，裕红阁的高性价比，造就了其亲民的客群定位。再加上泸州四线城市的经济地位。裕红阁的客单标准在大众点评上，约为一百二十元每人的餐标。

Finally, there is respect for the consumer.

As we have already mentioned, the high cost performance of Yu-Hong Pavilion has contributed to its high positioning in the community. Because of the economic situation in Luzhous fourth-tier city. Yu-Hong Pavilions price per guest in the Dazhong Dianping, per capita does not exceed one hundred and twenty yuan.

那么摆在我们面前的问题便是，如何通过合理的装修成本投入，让环境更加具备高级感、仪式感、新鲜感的同时，让人均不足一百多的消费者得到最大的尊重。

并且，又不能因为过高的环境定位，失去了原本的品牌、空间友善感。

So the problem we need to solve is how to make the environment give a sense of high class, ceremony and freshness through reasonable investment in renovation cost and at the same time, let the consumers who are less than one hundred per capita get the greatest respect and we cant lose the original branding and space friendliness by over-compensate the environment.

表现

Manifestation

所以“实在”的品牌定义，又将贯穿于空间设计之中。

So the brand definition of ‘authenticate’ will be reflected in the space design.

好的就餐环境一定

具备高级感、仪式感，以及精致性。

但这并不等同于高昂的投入、昂贵的材料、以及高高在上的姿态。

所以，我们尽量运用最为常见的材质，通过更为讲究的配色、更为合理的尺度、以及实实在在的工艺标准，为其营造出一个既在意料之中，又在意料之外的就餐环境。

A good dining environment must have a sense of sophistication, ceremony and refinement. But that doesnt mean high investment, expensive materials or arrogant gestures.

Therefore, we try to use the most common materials through a more unique colour scheme, more reasonable scale and cost-effective standards of workmanship to create a dining environment that is both expected and unexpected.

因为

，在此

类项目的设计中，我们并不执着于创新与不同。

而是，用心。

Because, in the design of such projects, we are not obsessed with innovation and difference. Rather, its all about heart.

项目信息

Information

项目名称：裕红阁天际店

Project Name：Yu-Hong Pavilion Skyscape Restaurant

项目地点：中国 泸州

Project Location：Luzhou ，China

设计总监：文超

Design Director：Wenchao

设计团队：jsd. 简璞、危环、曾薇薇

Design Team:JSD，Weihuan，Zengweiwei

全案统筹：jsd. 简璞设计

Project Coordination：JSD

建筑面积：4000平方米

Building Area: 4000 sqm

空间摄影：边界人

Photography: Borderman