COCO又换套路,不再追求网红风

国民奶茶品牌COCO又换套路,不再追求网红风

随着消费升级趋势日益明显,偏重传播效益的网红风格已无法满足成熟品牌的更迭与发展,精致度、品质感以及顾客的停留体验成为新的诉求。CoCo中梁百悦城店位于常州的一处街道转角处,考虑到场地与建筑及周围环境的互存性,设计师以整合空间内外关系为出发点,力求达到品牌文化与消费体验有效衔接与融合,触发出一种不流于形式的舒缓感受。

With the increasingly obvious trend of consumption upgrading, the internet celebrity style, which focuses on communication efficiency, has been unable to meet the change and development of mature brands, and the delicacy, quality and customers’ staying experience have become new demands.This shop is located at the corner of a street in Changzhou. Considering the mutual existence of the site, the building and the surrounding environment, the designer takes the integration of the internal and external relations of the space as the starting point, and strives to achieve the effective connection and integration of brand culture and consumption experience, triggering a kind of soothing feeling that does not become a mere formality.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

作为店面迎客时的第一印象,外立面的设计围绕CoCo品牌橙色和经营属性展开,藉由曲线与直线的融合,彰显开放、包容、亲和、阳光的吸引力。有限的门面宽幅采用大面玻璃介入,呈现一个更为开阔的视觉空间。

As the first impression when the shop welcomes guests, the facade is designed around the orange and business attributes of CoCo brand, and through the integration of curves and straight lines, it highlights the attraction of openness, tolerance, affinity and sunshine. The limited facade width is intervened by large glass, presenting a wider visual space.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

店名首字母的“C”形门把手设计,即有专属性,又有高级感。

The design of “C” shaped door handle with the initials of the shop name is both exclusive and high-level.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

主次入口的分布,独立划分出排队点单的动态区域,让舒适入座和长时间停留成为可能,满足餐饮,社交,拍照打卡的多重功能。

The distribution of primary and secondary entrances independently divides the dynamic area of queuing and ordering, which makes it possible to sit comfortably and stay for a long time, and meets the multiple functions of dining, social intercourse and taking pictures.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

步入室内,设计师通过建筑手法对空间进行抽象表达,构筑艺术化和沉浸式的场景体验。不规则的几何墙体对空间进行了深度切分与解构,引导光线多角度穿梭,打造更具有层次感、更有穿透力的空间环境。

Stepping into the doors, the designer expresses space abstractly through architectural techniques, and build artistic and immersive scene experience. Irregular geometric walls deeply divide and deconstruct the space, guide the light to shuttle from multiple angles, and create a more layered and penetrating space environment.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

在空间基调上,摒弃了繁杂的装饰以及不必要的雕琢,以奶茶色和主题橙色为主调,同时,萃取茶艺衍生的红、翠汤色,将之调和为饱和度较低的暗粉和浅绿,既诠释了产品与空间的融合,也为现代生活压力带来亲和的抚慰,营造出一种温馨、治愈的氛围。

In terms of space keynote, the complicated decoration and unnecessary carving are abandoned, with milk tea color and theme orange as the main tone. At the same time, the red and green soup colors derived from tea art are extracted and blended into dark powder and light green with low saturation, which not only explains the integration of products and space, but also brings friendly comfort to the pressure of modern life and creates a warm and healing atmosphere.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

选材方面,空间主体部分由寻常可见的微水泥和沙壁漆覆盖,在高度统一的处理方式中,材质本身的传统与粗粝属性转化叠加,提升了空间的品质感与纯净度。搭配木色与瓦楞玻璃,碰撞出独属于CoCo的空间特色。

In terms of material selection, the main part of the space is covered by ordinary visible micro cement and sand wall paint. In a highly unified treatment mode, the traditional and rough properties of the material itself are transformed and superimposed, which improves the quality and purity of the space. With wood color and corrugated glass, the unique space characteristics of CoCo are created.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

桌椅家具多以简洁柔和的线条示人,颇有几分大隐于世的悠然与随性。指引客人在困顿的沙漠中发现绿洲与蓝海,破除忙碌生活所带来的倦怠感受。

The furniture of tables and chairs shows people with simple and soft lines, which is quite leisurely and casual, just like guiding guests to find oasis and blue ocean in the desert, and getting rid of the burnout brought by busy life.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

品牌logo灯带以轻盈与厚重之间的平衡美感,引导客人拾级而上,自由落座。间接光源的晕染不止打破沉闷,也为多层次空间注入一丝活力。

With the balance beauty between lightness and heaviness, the brand logo lamp belt guides the guests to step up and sit freely. The halo dyeing of indirect light source not only breaks the dullness, but also injects a trace of vitality into the multi-level space.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

黑色艺术灯具以曲线为特质,兼具置物与采光的功能,形成视觉上的切割与延续,为温和而安静的场域注入了趣味性和艺术性,流露出克制、高级的空间个性。

The black art lamp takes the curve as the characteristic, and has the function of storage and lighting. It forms the visual cutting and continuation, injects the interest and artistry into the gentle and quiet field, and reveals the restrained and advanced space personality.

COCO又换套路,不再追求网红风COCO又换套路,不再追求网红风

新式茶饮正在成为资本追捧的新型独角兽,而市场,永远乐于拥抱年轻人。本案从空间设计和品牌升级的维度着手,翻转大众对CoCo既定形象的认知惯性,打造一方令人感到疗愈、愉快,乐于亲近又不落入俗套的自由栖息地和心灵交流属地,也将品牌引向创意与可续的进化之道。

New-style tea is becoming a new Unicorn pursued by capital, and the market is always willing to embrace young people. Starting from the dimensions of space design and brand upgrade, this case turns over the public’s cognitive inertia of CoCo’s established image, creates a free habitat and spiritual communication territory that makes people feel healing, happy, and willing to be close without falling into the stereotype, and leads the brand to the creative and sustainable evolution.

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