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普悦设计× tea‘stone：商业逻辑上的场所精神展现

来源：网络整理 2020-08-12 18:05:44

成功的商业空间设计，其底层是商业运营的逻辑

Successful commercial space design lies in commercial operations strategy

tea’stone，是中国专业纯茶时尚腔调的创始者，通过对中国传承千年的茶文化，进行当代化与年轻化的再造，以“一人一席”的饮茶新规仪，创造出时尚有趣的喝茶语境，引领当代茶美学生活方式。室内及SI设计委托中国新锐设计机构普悦设计担纲完成。

tea’stone is the founder of professional and modern tea culture in China. Through Chinese tea culture heritage, which has the history of thousands of years, designers created an interesting contemporary tea drinking standart to lead the modern aesthetic style with brand new tea drinking rules of "one person, one seat". Chinese cutting-edge design agency idodesign.cn was chosen to implement the idea through interior, soft decorations and SI design.

tea’stone在中国的第三家店位于深圳最高楼平安金融中心，这里是全深圳的城市商务封面区域，周围满溢着精英的品质和时尚、年轻的品味。任何成功的商业都需要顺势而为，商务——便是刻印在这家店骨子里的基因。

The third store of tea’stone in China is locatedin the Ping An International Finance Center, the highest building in Shenzhen. It is the city business area of Shenzhen, the center of elite brands, fashion and young taste. Any successful business needs to follow the trend,this principle became the core driving idea of this store’s design.

从源于地段的基因中，生长氛围

The unique atmosphere of place

一个好的设计，首先要帮助委托者达成目标。作为tea’stone团队探索CBD区域商业运营的首家店铺，平安店要解决的首要问题，便是创造tea’stone专业纯茶时尚腔调与商务精英和谐融合的空间氛围。

A good design always aims to help the client achieve the goal.That is why the design team kept exploaring the best solutions for the first store of tea’stone in Central Business District. They aimed to create a right atmosphere for tea"stone professional and modern tea drinking culture as well as harmonious integration of business elite.

氛围营造的精妙，在于把握调性的“度”。它来自于对品牌本质的挖掘和理解，让tea’stone的品牌主张通过空间的韵味充分表达;也来自于对精准目标人群的判断和洞察，营造出自然而舒适的吸引力，让品牌的语言在空间的场所精神中共生共融。

The key to the harmonious integration is a contemporary and artistic design of the place. It comes from the deep understanding of the essence of the brand to let tea"stonebe fully expressed through the charm of the space.Another essential part is the judgments and insights of the precise target group, they help to make the place more natural and comfortable, and integrate the language of the brand into the spirit of space.

以解决问题的智慧，创造新价值

To create a new value, solve the problem of wisdom

设计的价值不仅仅是解决问题，更是以最优的解决方案，创造新的价值。普悦设计在理解产品、利用空间、规划动线、引导行为、提高评效上付诸努力，以适宜的空间形式，将tea’stone和它的顾客紧紧相连。

The value of design is not only about solving problems, but also creating new values with optimal solutions. idodesign.cn makes great efforts in understanding products, rational use of space, planning,leading and improving the evaluation efficiency. In this project everything is done to connect tea"s stone with its customers in an appropriate space form.

商铺的原入口被隐藏在扶梯底部的三角形角落里，这个硬伤将客户拒之门外。我们在原入口置入一个富有仪式感的独立通道，向外延伸10米且极具表现力的商业门面，如神秘的洞穴般，让人们在好奇心和探索欲的驱使下，来到tea’stone的世界。

The original entrance to the store was hidden in a triangular corner at the bottom of the escalator, which was not easy for customers to find. After deep consideration,the design team decided toput an independent ceremonial passageway in the original entrance, which now extends 10 meters outward and has an expressive commercial facade. The entrance became a mysterious cave, that invites people, driven by curiosity and desire to explore, to visit the world of tea"stone.

置入的通道与商场自动扶梯底部之间的区域，自然形成一个类似内庭院的空间。我们对其充分利用，一方面，在这里规划了一个植物鲜花销售区，顺势获取收益;另一方面，在与内庭院相连的室内墙面上，我们打开一扇条窗，室内的区域得以从一个死角，变成整个空间中享有最好景观和视野的优质区域。

The area between the passageway and the bottom of the escalator in the shopping mall naturally forms a spacesimilar to the inner courtyard. Designer from idodesign.cn made full use of it: on the one hand, they planned a sales area with plants and flowers to gain some profit; on the other hand, they opened up a window on the wall, connected with the inner space, to let customers enjoy the greenery while they are indoor.

好的空间，是品牌故事的最佳讲述者

Good space design is the best narrator of the brand’s story

tea’stone精选来自中国各区域茶产区、各类型的108种好茶，配以特定的茶器和冲泡方式，调配专业纯茶的时尚美学腔调。由此，美茶美器、专业冲泡、新派茶时尚便成为品牌故事的承载者，空间即是它们表演与讲述的背景。

tea"stone presents 108 kinds of best tea from different tea producing areas in China. Specific tea utensils and brewing methods inrich the experience of modern aesthetic style of tea drinking. Therefore, the tea itselfand professional brewing methods have become the main characters of this brand story, while the interior space has become the background of their performance and narration.

设计师将两条长7米的泡台设置在茶馆的核心位置，通过一组存储茶叶的隔断柜与点单区域区隔。茶艺师熟知每一种茶的冲泡，搭配属于它们的温度和器具，与日常若即若离的精致，便在这水雾氤氲中、光影升腾里落成，宛如一场娴熟而精湛的表演。

The designers set two 7-meter long tea tables in the heart of the teahouse, separated from the single point area by a group of cabinets for storing tea. Tea specialists are experts at all kinds of brewing methods used for each kind of tea, as well as temperature and utensils needed to make them. With a finesse,which is not intrinsic to daily life, they give an unforgettable performance to customers in magic atmosphere of light and shadow.

红色透明卡乐板是空间的精灵，在灯光的照射下，散发出如茶汤般醇厚晶莹的色泽。它化身泡台前的吧椅，客人依稀落座，让空间平添了几分专业、鉴赏的格调。它也是茶仓的外衣，让每一款茶叶充满历史感又具诗意的形象，变幻成蕴藏着厚重文化的仪式感。

Red transparent cube for storing tea is the spirit of this space.In this dull light it emits a crystal-clear mellow color of tea.It is an embodiment of the bar chairin front of the tea tables, that makes the spacemore professional and appreciative.It is also transparent, so the customers can see all kinds of tea through it, to think about historical and poetic images of tea, that have created the sense ofritual within Chinese culture.

当达致纯粹，焦点才会归于物和人

When reaching the purity, the focus is given to things and people

热闹喧腾的红，就该由冷静克制的颜色和形式，来凝固成空间的平衡感和戏剧性。并运用建筑结构的表现手法，让室内达到如建筑空间般的纯粹感。当我们置身于更纯粹的建筑空间内时，注意力才会更多聚焦在空间里的物，以及人本身的感受。

The “hot” red should be solidified into a sense of balance and drama in the spaceby cool and restrained colors and forms.The expression techniques of architectural structures should be used to add a pure sense of architectural space to the interior. In a pure architectural space people tend to focus more on the objects and feelings of people.

我们设计出多段Z形天花假梁，与室内的原结构立柱连接，以统一的木纹板做饰面，形成空间有温度有节奏韵律的整体感，传递出冷静克制的基调下空间所拥有的张力，一如tea’stone对茶的专研所倾注的力量。

idodesign.cn team designed multi-section Z-shaped ceiling beams and connected them with the original structural columns in the room. The veneer is made of grain board,which forms the overall sense of spacewith temperature and rhythm. It conveys the tension of space under the tone of calmness and restraint, just as tea"stone’s devotion to tea.

纯粹，也来自于无处不在的调性，写意而不羁的书法、诙谐雅趣的格调、与茶品同款的插画，装点了墙面，柔软了空间，也让空间有了一缕若有若无、专属的气息。

Pure space, with tonality in everything,traditional calligraphy, delicate style,illustration of tea, decorated walls, soft space – all these create a bit indistinct, but exclusive atmosphere.

这一缕纯粹的气息，挑动着人们购买的欲求，促成茶品茶器的销售。我们结合室内动线，在入口区域设置Y形多层货架，与一高一低错落的茶柜形成整体，成为烘托茶与茶器的空间背景。

This wisp of pure breath stirs people"s desire to buy, promoting the sale of tea and tea utensils.Designers connected the indoor moving lines to createa Y-shapedmulti-layer shelves in the entrance area with tall and short tea cabinets for storing tea, which became the space background for tea products.

▼原始图 | Ioriginal graph