消費力的提升和數(shù)字化的便利，推動著新興的消費模式和消費力量的嬗變及成型，中國正加快步入新的消費時代。在新消費力量涌動、新消費主義盛行的今天，如何協(xié)助喜茶這一當紅的新式茶飲品牌傳遞個性主張，一展其在品類創(chuàng)新、體驗創(chuàng)新、業(yè)態(tài)集合上的商業(yè)戰(zhàn)略姿態(tài)，迅速敏捷地優(yōu)化每一個可能的消費接觸點，營造“沉浸式”的互動消費體驗，成為TOMO 東木設(shè)計在深圳首家喜茶LAB旗艦店創(chuàng)作中的核心邏輯。

The improvement of the consumption level and the convenience of digitization have promoted the transformation and formation of new consumption patterns and consumer groups. China is now accelerating its entry into a new ERA OF CONSUMPTION. Today, in face of the new consumer groups and new consumerism, how can we help HEYTEA , a popular new-style tea brand, to convey its individuality and to demonstrate its business strategies in product innovation, experience innovation and business integration? Optimizing every possible consuming procedure and creating IMMERSIVE and interactive consumer experience are the basic logic for TOMO DESIGN in the design of Shenzhen Heytea Lab.

01

靈 感 · 建 筑
INSPIRATION

建筑側(cè)面
ARCHITECTURE

追溯項目本源，以起承轉(zhuǎn)合的序列式觀景節(jié)奏，注解建筑的藝術(shù)語境。建筑外立面保留建筑原始灰磚，同時以轉(zhuǎn)角漸變的方式穿插金屬磚塊，傳統(tǒng)底蘊注入新的視覺裝置藝術(shù)。

Tracing the origin of the project, the designer interprets the artistic context of the building with a sequence of landscape. The facade of the flagship store is covered by gray bricks, which is interspersed with metal bricks to show both traditional beauty and a youthful atmosphere.

建筑主入口
ARCHITECTURE

臨街立面借助現(xiàn)代科技和藝術(shù)手法的融合，在入口處營造空間代入感。室外延伸至室內(nèi)的格柵體塊，循環(huán)播放意境萬千的山水畫面，透過光筑藝術(shù)、現(xiàn)代水墨、數(shù)字科技，與檐下雨簾的造景虛實相映，傳統(tǒng)與現(xiàn)代碰撞出別樣意趣。

At the entrance, the metal grille facade replaces the solid wall, creating a relaxing atmosphere. And the screen behind it displays the beautiful landscape repeatedly. Here, the art of architecture, modern ink paintings, digital technology as well as the “rain curtain” dialogue with each other and show both the collision and combination between tradition and modernity.

02

意 境 · 園 林
SPATIAL IMAGERY

設(shè)計師帶著整體性的思維，以極簡的手法營造庭院景觀，造就了明朗和開闊的貫穿格局，讓景與物的契合、人與人的互動流暢而層次豐富。此間多重美學借景自然、不同材質(zhì)所形成的肌理，寓物以形，激活庭院的觀賞美學與實用功能，更大程度上拓寬了社交場域的人流均衡度。

With a holistic perspective, the designer creates a courtyard landscape with minimalist skills, creating a clear and open pattern which encourages the interaction between landscape, objects and people. Taking advantages of the natural surroundings and employing different materials, it presents multiple aesthetics and rich textures, which effectively activates the ornamental and practical functions of the courtyard and balances the distribution of customers.

入口處景觀+互動體驗裝置+圓憩小站的引入，形成與顧客良好的步入體驗?？臻g中自由布局的游廊形式，蜿蜒地形成景觀與人，人與人之間的不同交流方式。

At the entrance, the landscape, the experience equipment and the leisure space create a welcoming atmosphere. Flexible corridor winds in the space, encouraging the interaction between landscape and people and encouraging the communication between people.

03

未 來 · 室 內(nèi)
FUTURE

室內(nèi)結(jié)合現(xiàn)代水墨、數(shù)字科技、光與視覺美感互動設(shè)計的技術(shù)，呈現(xiàn)不同場景的沉浸式體驗。結(jié)合五大實驗室板塊，由下至上，貫穿整個室內(nèi)空間，予人以豐富的五感體驗。

The interior combines modern ink ，digital technology, and interactive design techniques of light and visual aesthetics to present immersive experiences in different scenarios. Combining the five major laboratory plates, from the bottom to the top, through the interior space, which gives people a rich five senses experience.

周邊實驗室
H-GIFT MARKET

周邊實驗室位于入口處，承接著外立面LED電子墻面上的詩意影像動態(tài)，結(jié)合了金屬格柵的線條美感，與多元周邊產(chǎn)品的陳列關(guān)系和融一致。

H-GIFT MARKET is located at the entrance to continue the images on the LED facade and to display a variety of peripheral products against the metal grilles.

制冰實驗室 甜品實驗室
HEYTEA CELATO | HEYTEA CAKE

極簡銀色水紋金屬體塊吧臺，砂巖質(zhì)地的灰色地面，有序陣列的泡泡燈，同時配合制冰、甜品的明檔展示，串聯(lián)起不同區(qū)塊的空間趣味性。透過對景的格柵窗，室內(nèi)與戶外相互映襯，達成室內(nèi)與景觀的視覺互動體驗。

Silver metal bar counter, gray emery floor, and sequential bubble lights as well as the ice-making and dessert displays, connect a series of interesting spaces. At the same time, the floor-to-ceiling glass doors create an interactive visual experience between the interior and the outdoor landscape.

插畫實驗室
ART&EXHIBITION

插畫實驗室三面開敞，視野開闊清朗，內(nèi)外互動，流動自由。不同于常規(guī)設(shè)計中以滿取勝的商業(yè)布局，座椅的排布由室內(nèi)延伸至室外，疏密有序，予人豐富有趣的交互體驗。設(shè)計師基于細節(jié)巧妙強調(diào)品牌文化，將插畫元素融入空間，在天花線燈上序列展示品牌標識。

ART & EXHIBITION is opened on three sides, enjoying an open and clear view. Different from conventional commercial design, the seats are arranged flexibly both in and outside the space, encouraging various interactions. The designer cleverly emphasizes the brand culture with details, integrates illustration elements into the space and displays the brand logo on the ceiling lights.

茶極客實驗室
TEA GEEK BAR

拾級而上，沿著電子藝術(shù)裝置景色變幻的律動，步入二層空間。設(shè)計采用整體天花照明手法，以類格柵形態(tài)正面發(fā)光，與斜屋頂形成塊面穿插，簡約的設(shè)計語言凸顯空間質(zhì)感。兩側(cè)墻面運用的凹凸金屬磚材質(zhì)，與精致的緞紋拉絲金屬形成材質(zhì)碰撞與對比。臨窗而坐，沿著翻折式窗欞望去，蔥蘢見綠，清新舒怡。

Stepping up the staircase with LED images changing alongside, you will finally reach the second floor. The grille ceiling installed with lights interlaces with the pitched roof, while the walls decorated with concave-convex metal bricks dialogue with the exquisite stain brushed metal material. Sitting by the window, you will find a green and refreshing picture gradually unfolds in front of you.

貫穿空間的電子藝術(shù)裝置
ELECTRONIC ART INSTALLATION

圍繞著整體空間核心，金屬電子簾情境體驗裝置游走于空間中，更替播放不同時節(jié)的場景，春雨淅瀝、夏花絢爛、秋日星空、冬雪簌簌……時空的更迭變幻昭示著無限的生命力，行至二層，營造了“月寄思”的藝術(shù)構(gòu)思，月懸于空，與電子藝術(shù)裝置的星空影像形成聯(lián)動意境，皓月當空、星河涌動的美好畫面躍然眼前。使得整個空間體驗更加飽滿豐富，令顧客的體驗與藝術(shù)裝置產(chǎn)生美學關(guān)聯(lián)。金屬LED簾在

不展示特殊效果時，同樣作為空間中別具禪意的藝術(shù)裝置而存在。

Surrounding the staircase, the metal electronic screens present beautiful scenes of four seasons, reminding people of the limitless vitality. On the second floor, a moon-shaped art decoration hangs against the “starry sky” on the LED screen and presents a wonderful image, which establishes an aesthetic connection between the space experience and the art decoration. When they don’t display special effects, the LED screens also serve as art decorations in the space.

隨著多元消費時代的到來，以及消費者對場景消費的需求變化，給零售企業(yè)帶來了諸多挑戰(zhàn)，喜茶卻總是那個將挑戰(zhàn)轉(zhuǎn)化為機會的特例，始終保持著隨機應(yīng)變、與消費者需求相匹配的核心能力。創(chuàng)作圍繞著深圳喜茶LAB旗艦店的市場定位與商業(yè)邏輯展開，是一次洞察喜茶消費者內(nèi)在思維的設(shè)計探索，捕捉了從商品消費轉(zhuǎn)向體驗消費、社交消費的過渡與融合，滿足了消費者對場景體驗的全新想象。

In the new era of consumption, demand for diversified consumer experiences has brought great challenges to retails. However, HEYTEA has regarded it as a great opportunity to attract more customers. According to its market positioning and business strategies, the designer for Shenzhen Heytea Lab is a successful practice based on the analysis of the current consumption habits and trends. By integrating commodity and experience with social function, Shenzhen Heytea Lab is devoted to providing a brand-new consumption experience for customers.


項目名稱 | 深圳歡樂海岸喜茶LAB店
Name | HEYTEA LAB（Shenzhen OCT Harbor Store）
項目地點 | 中國深圳
Location | Shenzhen，China
項目面積 | 1200㎡
Area | 1200㎡
項目業(yè)主 | 喜茶
Client | HEYTEA
完成時間 | 2019年09月
Date | Sep.2019
設(shè)計范圍 | 建筑改造、景觀設(shè)計、室內(nèi)設(shè)計、電子藝術(shù)裝置
Design scope | Building renovation 、Landscape、Interior design 、Electronic art installation
設(shè)計機構(gòu) | TOMO 東木筑造
Studio | TOMO DESIGN
主案設(shè)計 | 陳賢棟、肖菲
Interior Design | Uno Chan、Xiao Fei
協(xié)助設(shè)計 | 廖筱璇、何婧、羅澤雙、彭思赟
Cooperative Design | Liao Xiaoxuan、Joey He、Jason Luo、Yun Peng
攝影師 | 肖恩
Photographer | Sean
主要材料 | 灰白麻石、銀色砂面金屬、火山巖、金屬肌理磚、巖板、LED透明屏幕
Main Material | Gray and white Granite、Metallic silver sand surface、Volcanic rock、Metal texture brick、Sintered Stone、LED transparent screen
材料品牌名稱 | 華匯誠、德賽斯、名人堂
Material brand | H Art Materials Shenzhen、 TECHSIZE、Hall of Fame

東木筑造設(shè)計事務(wù)所

2015年，對于TOMO而言意義非凡TOMO誕生、成長于活力之都——深圳,我們提供集環(huán)境設(shè)計、空間設(shè)計、軟裝設(shè)計為一體的專業(yè)設(shè)計服務(wù),專注于商業(yè)空間、酒店會所、辦公空間、地產(chǎn)項目、高級私人住宅等設(shè)計領(lǐng)域。

2015 is a significant year for TOMO.Since it was founded and began to develop in Shenzhen.We provide clients with integrated services in environmental design, space design and furnishings design.We are committed to the design of commercial spaces, hotels and clubs, office spaces, real estate projects, luxury private houses, etc.

陳賢棟

東木筑造設(shè)計創(chuàng)辦人 / 設(shè)計總監(jiān)
信仰：設(shè)計，我們不隨波逐流
理念：挖掘有趣的事情，開心地去實現(xiàn)
興趣：探索設(shè)計的趣味與未知

UNO CHAN (Founder and Director of TOMO DESIGN)
Belief: Never follow the trend, but set the trend
Philosophy: Find something interesting and accomplish it enjoyably
Interest: Explore the fun and possibilities of design