The project is located on the first floor of Xinzhoutongchuanghui office building in Shenzhen. The first time I met KUDDO was in a 15-square container. He loaded a group of people who like coffee into it. Through continuous brewing and fermentation, coupled with vigorous aggression and rich creativity, he created a coffee brand of considerable scale now. This is also the starting point for us to consider in the design. At the same time, in combination with the community environment where the store is located, the underground garage scene is taken as the conceptual idea, and the creativity and recognition are reflected through hard and solid lines and eye-catching flap doors.
The garage is not only the daily space of modern life, but also the common scene of fierce gunfight and chase in action movies, and also represents the freedom and adventure of the heart. The original space is just a common container. The designer, adhering to the concept of using scenes to tell the brand story, gave him the initial definition through his own understanding of the brand, which turned into a spiritual world with unlimited possibilities, and the rest is completely left to everyone to experience and express.
The store is the stage of the brand. It draws inspiration from urban life, broadens the channel of brand experience, and improves its “performance”. The real purpose of the scenario-based design strategy is to focus more attention on brand development and mobilize people’s sensory imagination of the brand. The store is the brand’s space story. A building, a window, a table, and even a close-up of a door handle are all powerful space experiences. The experiencer will also turn his mind outside the building, jump out of the building space as a material form, and arouse the inner picture and emotion.
The original site has a relatively square space shape. We use the flap door to break its own closure, not only providing more sunshine opportunities, but also creating a space full of surprises on the facade of the store： the open facade brings opportunities for encounter, gathering and cooperation; The upturned door panel connects the facade with the ceiling, making the public corridor extend from the visual and sensory aspects to the interior, making it a spiritual corner to settle down and let people draw inspiration and energy from the space. The exhibition shelves of the surrounding commodities face the interior and public corridors at the same time, so that the brand breath can infect every customer and pedestrian.